KSCO, Santa Cruz Owner, Michael Zwerling. One of the most colorful owner/operators of a local radio broadcasting company, Michael Zwerling, is the subject of an audio personality profile posted today (3/20) on Talkers.com. Since 1991, Zwerling (known to his friends and colleagues as “MZ”) has owned heritage news/talk 10k flamethrower KSCO-AM 1080. The station puts out a giant signal covering the Monterey Bay area as well as huge swath of Northern California territory. KSCO first went on the air in 1947. Zwerling has subsequently gained a national reputation for his unique ownership and management style that has turned KSCO into a dynamic combination of mostly locally produced content punctuated by carefully selected national programming.
Under Zwerling’s guidance, KSCO is financially fueled by a potent combination of traditional advertising sales and the generation of non-traditional revenue. In the hour-and-a-half interview conducted by TALKERS founder Michael Harrison, Zwerling discusses what it has been like operating a conservatively oriented station (featuring Rush Limbaugh) in a predominantly liberal market. He talks about his early, quirky days in broadcasting, the nuts-and-bolts of local radio station ownership in the modern era, the pros and cons of carrying Limbaugh over the years, his late mother and locally beloved broadcaster, Kay Zwerling, and his remarkably lucrative relationship with the multi-level marketing health products company, Youngevity. To listen to this candid dialogue with the man described by Michael Harrison as one of the most interesting and eccentric owners in radio today, please listen below.
