Mister Brisbane: Farewell, 4KQ

High-rating Classic Hits station to be replaced by a sports format

Updated

Brisbane’s longest-running, and consistently high-rating, breakfast radio show is among the casualties with the sale of Classic Hits station 4KQ to Sports Entertainment Network.

The current owners, HT&E/ ARN, were forced to offload KQ under Australia’s media ownership rules.

The sale will mean a major realignment in the Brisbane radio ratings, as other stations — including 4BH (owned by Nine Entertainment but managed by Ace Radio) and ARN’s own River 94.9 (which is based in Ipswich but can be heard across much of Brisbane) — scramble to pick up the KQ audience.

The newly renamed SENQ will feature a sport line-up spearheaded by Channel 7 stalwart Pat Welsh and cricketer-turned-broadcaster Ian Healy. Only an extreme optimist would predict that they will attract anywhere near the size of audience of KQ’s Laurel Edwards — who has been a fixture on KQ for three decades — Gary Clare and Mark Hine.

Under music director Brent James, who also hosts the morning shift, KQ struck a chord with Brisbane audiences. It did what many thought impossible — remain very competitive in the ratings (including several wins in recent years) while broadcasting music on the AM band.

The sad truth is that while punching well above its weight in terms of listeners, KQ was not doing as well financially as it might.

In my opinion, this is because the owners underestimated the potential spending power of its audience, and failed to market the station properly to potential advertisers. Boomers have more discretionary-spending money than the 30- and 40-somethings the FM stations are fighting over.

The sale to SEN has, nevertheless, been strategic for ARN as it guarantees that the former KQ will not compete with its existing stations.

There will be time for detailed obituaries soon enough. For now, let’s celebrate the station that is, and its storied history, before we mourn the loss of a unique Brisbane voice.

May 6 update: Radio veteran Ian Skippen has told The Courier-Mail that the 4KQ breakfast team could take its large audience to another station.

“People just grow accustomed to waking up to their favourite people, they’re part of the family,” he said..

“If they go somewhere else they can take slabs (listeners) with them. People want to listen to something they’re familiar with.”

P.S. This profile of SEN boss Craig Hutchison is worth reading.

©2022 Brett Debritz. If I’ve inadvertently used copyrighted material, failed to give credit where it’s due, written or said something you disagree with, or otherwise upset or unexpectedly delighted you, please leave a comment, email me or connect with me at @debritz or @misterbrisbane on Twitter or on the Mister Brisbane Facebook page. Image: 4KQ.com.au