The A's announced a four-year agreement Thursday for KBWF 95.7-FM to be their new flagship radio station.
KBWF, known as 95.7 The Wolf, is a San Francisco-based country music station. The agreement takes effect with Friday's regular-season opener against the Seattle Mariners, and all of the team's pregame and postgame programming elements remain intact.
The announcement ends the uncertainty that surrounded the A's radio situation after their efforts to purchase KTRB 860-AM, their previous flagship station, dissolved.
Ken Pries, the A's vice president of broadcasting and communications, said the A's had signed a letter of intent a month ago to purchase KTRB, which is in receivership. About 10 days ago, according to Pries, the station's receiver changed terms of the agreement and scrapped plans to broadcast the A's this season when the team didn't agree to the new terms.
"We offered significantly more (to buy the station) than what had been reported," Pries said. "I can't tell you how much more, but it was almost twice as much as was being reported. It absolutely was not a case of us not putting our best foot forward, because we did."
The asking price for KTRB was reported to be as high as $12 million at one point, but it's not known if the A's offer approached that neighborhood.
By owning a station, the team could have offered more A's-specific programming, which could have increased its exposure and fan base. That's a
In contrast, the A's are a supplemental piece in KBWF's country format. The A's pregame show, for instance, will be reduced from an hour to 45 minutes.
But Pries said Bay Area fans will benefit from KBWF's strong signal. It's heard clearly through all nine Bay Area counties and is strong in Berkeley and the Oakland hills, areas where KTRB's broadcasts didn't always come through.
KBWF is owned by Entercom, which also owns the flagship stations for the Boston Red Sox and Kansas City Royals.
Dwight Walker -- vice president and market manager for Entercom -- said 79 percent of Bay Area radio listeners tune in to FM as opposed to AM stations.
"If they want to go where the audience is, the A's made the right choice," Walker said.