One of the worst kept secrets in quite some time became official on Thursday. The St. Louis Cardinals purchased a 50 percent share in KTRS radio and will be moving the broadcast of Cardinals games from KMOX to KTRS. KMOX has served as the radio home for the Cardinals for 52 years.
The Cardinals hope that by owning the station and using it as a vehicle to promote the club, that they will be able to earn more money and avoid raising ticket costs.
“Our partnership with KTRS will provide the Cardinals with revenue potential that can make a significant difference in our efforts to bring a World Series title here in St. Louis,” Cardinals’ President Mark Lamping said, “without, as we have to do far too often, (shifting) the burden of raising revenue onto the backs of our fans.”
One area of concern for listeners in St. Louis is the much weaker signal KTRS provides at night. The Cardinals hope the dead spots, which are often found on the Illinois side of St. Louis will be filled in by added 50,000 watt FM station, WSMI of Litchfield, Illinois.
But what about areas where Cardinals fans don’t have affiliates and have relied on KMOX’s powerful night-time signal to get the games?
“It will be a priority for KTRS and the Cardinals to jointly promote and grow the Cardinal Radio Network, whose 110 stations reach Cardinal fans throughout 10 Midwestern states,” said Lamping.
With the purchase, the Cardinals will be moving the KTRS facilities from its current location in Westport Plaza to the Ballpark Village near new Busch Stadium after its construction is complete.
The Cardinals, which currently have 110 radio affiliates in 10 states, are hoping to add affiliates in areas of the Midwest, which have relied on KMOX’s powerful night-time signal to get the games.