Brew Still Fresh After Six Months

Six short months ago, KQBW (96.1 FM) "The Brew" made its debut, replacing an adult contemporary "lite" format that long made KEFM a mainstay on Omaha radio.

The Brew re-introduced listeners to original morning radio, complete with locally-produced humorous bits, interactive contests ("Game Show Friday"), music (of course) and a daily coin flip that decides whether co-host Mookie or Michelle will get the final hour of the 5:30 to 10 a.m. show off.

On the ratings front, KQBW has quickly become a contender among listeners aged 12-and-older. Though the latest Arbitron ratings won't be released until next month, this month's "trends" report shows the Clear Channel-owned station has nearly doubled its listening audience since the summer 2005 measurement period. It also hasn't shied away from its biggest competitor down the dial, KEZO (92.3 FM), taking shots at Todd & Tyler, who rely on an all-talk format to drive Omaha's most popular morning show.

In addition to "The Morning Brew" of Mookie & Michelle, the station's on-air lineup includes Crash Davis from 10 a.m. to 3 p.m., Steve-O from 3-6 p.m. and Lucy Chapman from 6-11 p.m. Only Chapman's shift is voice tracked (pre-recorded).

Michelle (Matthews), who doubles as the Brew's Programming Director, said she is a big believer in "personality" radio - using the station's assets as creatively as possible.

"Anyone can be a jukebox," she said. "We're having a lot of fun and we sure hope it shows. From Mookie and I, to Crash and his stories about grilling and beer, to Steve-O's super geeky music knowledge, to our sassy night rock goddess Lucy, everyone has their own personality and they're not reading from cards."