Seattle Radio: The Bull Returns For A Country Showdown

Seattle’s 98.9 The Bull is making a triumphant comeback! After spending a year as an adult-alternative station, Hubbard Broadcasting KPNW Seattle (98.9) is reviving its beloved country brand, “98.9 The Bull.”

Here are the exciting details:

• 
  Cory “Fitz” Fitzner, who hosts Skyview Networks’ syndicated “Country Top 40 with Fitz,” is back in the mornings. Fitz previously hosted at the station from 2019 to 2021. From 2005 to 2017, Fitz was the morning host across town at then-Entercom’s “100.7 The Wolf” (KKWF). With Fitz at the helm, the station aims to bring back the music that Seattle loves. Hubbard Seattle’s OM, Scott Mahalick, expressed enthusiasm, believing that this change will reignite the passion and energy that country music brings to the Pacific Northwest.
• The station retains the KPNW call letters, positioning itself as “98.9 The Bull — Country for the PNW.”
• The flip back to Country took place at 10am today following REM’s “It’s The End Of The World As We Know It”. The new/old brand debuted with Kane Brown “Like I Love Country Music”, Keith Urban “Someone Like You”, and Russell Dickerson “God Gave Me A Girl”.
• During its previous run as a country station from 2017 to 2023, it used the call sign KNUC.
• In February 2023, Hubbard brought adult-alternative back to Seattle on 98.9, marking the first commercial launch of the format in 15 years. However, KPNW’s ratings didn’t match the success of “98.9 The Bull.”In Nielsen Audio’s February 2024 PPM market survey, KKWF ranked second with a 7.2 share, while KPNW lagged at 0.8, placing it in 26th place.
• As for the second station, Lotus Communications’ Star 101.5 (KPLZ) switched off for the last time at 2p Monday to make way for the new Hank FM, which operates under the banner “Real Country… Real Variety.”
• They join Audacy “100.7 The Wolf” KKWF for a 3-way country war

Hubbard Seattle VP/Market Manager Trip Reeb acknowledged the disappointment when they switched from “98.9 The Bull” to adult alternative. Now, with Fitz’s return, they hope to reconnect with their audience’s deep love for country radio.