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KFOG Radio relaunches with new tagline, familiar format

The refreshed logo for KFOG featuring a new slogan, "Music Matters." (Photo: Cumulus Media / supplied)
The refreshed logo for KFOG featuring a new slogan, “Music Matters.” (Photo: Cumulus Media / supplied)

After three weeks of scant promotion, San Francisco’s iconic adult album rock radio station KFOG relaunched on Wednesday with a new slogan and a slightly refreshed playlist.

Cumulus stations in San Francisco, of which KFOG (104.5 FM, 97.7 FM) is one, underwent a massive restructuring late last month that saw the elimination of numerous on-air personalities from the broadcast outlet. At sister-station KGO (810 AM), programming faced a major overhaul with the firing of the station’s entire news department in favor of syndicated and locally-produced talk shows.

For weeks, many wondered if KFOG would suffer the same fate. Numerous reports indicated the company had fired all of its on-air staff and would likely shift away from the station’s famous adult album alternative format. Few were reassured when new program manager Bryan Schock issued a statement pledging to preserve rock music on KFOG.

Shortly after the announcement, promotions began running on KFOG teasing an “evolution” to debut on April 20, which also happens to be a de facto holiday celebrating marijuana culture.

On Wednesday, KFOG unveiled a new morning show led by Matt Pinfield, a radio personality who was previously heard on the SiriusXM rock stream Lithium. The station also debuted a slogan, “Music Matters,” along with an updated logo and a moderately refreshed playlist that focuses on music from the 1990s to now.

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About the Author:

Matthew Keys

Matthew Keys is the publisher of The Desk and reports on the business and policy matters involving the broadcast television, streaming video and radio industries. He previously worked for Thomson Reuters, Disney-ABC, Tribune Broadcasting and McNaughton Newspapers. Matthew is based in Northern California, has won numerous awards in the field of journalism, and is a member of IRE (Investigative Reporters and Editors).