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And listeners willingly engage in that commentary, especially through social networking. KGOW has been aggressive in its approach to Twitter in particular, garnering more than 20,000 combined followers of its on-air personalities. According to Gow, that is more than all three other sports radio stations put together.
Pendergast is one of the more avid users of Twitter, not only as a means of interacting with callers — he hands out gift cards from sponsors each day for what he considers the best Tweets — but as his newswire during the show, weaving breaking stories into the daily conversation. "The news cycle used to be 24 hours and now it's 24 seconds," Footer says.
To a man, they seem to realize what they are up against and they enjoy being the underdog. Despite having their best quarter in the station's history at the end of 2010, they are still a small independent station with a lot of battles ahead.
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Their success, their determination to take an alternate path, will be graded on a pass-fail basis. If they go down, they will go down swinging.