1971 - THE BEGINNING OF THE END FOR AM TOP 40

  DALLAS - It is safe to say that by 1971, most people in Dallas had "grown up" with KLIF.  The Mighty 1190 was nothing less than an institution in the city - but nothing lasts forever.  The April/May book would be the last in which KLIF achieved greater than a twenty share.  The survey also signaled the start of a long decline.  KLIF would see its share decrease in every ratings period for the next three years.  There were many factors that contributed to this decline, the most foreboding of which was the rise of FM radio.  While all the stations in the top 5 in both 1971 surveys were on the AM band, 1971 was the last year that AM held such dominance in listenership.

FORT WORTH - Just as KLIF was showing signs of wear in Dallas, so was Fort Worth's KFJZ.  The October/November '71 book was the first since Arbitron started surveying Fort Worth in which KFJZ did not sit in the number one spot.  Unfortunately for the Big 1270, there's not much you can do when your competition is a 50-thousand watt behemoth that had suddenly awakened.  WBAP's full-time 820 home was proving to be more than anyone could match, including the station that had so dominated Fort Worth ratings up to this point.  

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