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Fuhrman Going, Going …

Don't know if you heard but Mark Furhman announced this morning that he won't be doing his KGA radio show after next week. Contract up and he wanted more time to do other things. Sounds like it's an amicable parting of the ways -- A Berry Picker.

John Rook's analysis of this news:

Furhman had ratings success at KXLY, largely because of that stations overall programming and the awareness that comes from being a part of the overall KXLY-TV family. KGA's management thought someone "local" could compete with Rush Limbaugh's national show on KQNT. Not understanding that Furhman's KXLY ratings success came from more than just him, they lured him away to KGA.

They discovered early on that Furhman could not deliver the ratings they had hoped for but had to honor the contract they gave him to make the move from KXLY. While local, Furhman's show lacked programing expertise and centered on a limited menu of issues.

Even with 50,000 watts of power, the ratings for KGA leaves them in third place among Spokane's talk stations. It's been that way for some time now with the stations owner, Citadel, unable to compete with the KXLY group and Clear Channel's Spokane package for advertising dollars.

AND...that's the name of the game.

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Huckleberries Online

D.F. Oliveria started Huckleberries Online on Feb. 16, 2004. Oliveria's Sunday print Huckleberries is a past winner of the national Herb Caen Memorial Column contest.