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KUOW increases local news coverage during AM and PM drive-time programs

In addition to new investments in local programming, KUOW is launching its first brand awareness campaign: “It starts with listening”, a new website and more.

SEATTLE, WA – KUOW, Seattle’s leading NPR station, is introducing several strategic initiatives to deepen reporting on topics that matter most to the Puget Sound region.

This August, KUOW is relaunching its most popular programs, Morning Edition and All Things Considered, with new voices and a new structure designed to bring listeners more local coverage, in-depth interviews and reports based on listener questions. Beginning today, KUOW’s Kim Malcolm takes the helm as the afternoon news host during All Things Considered. On August 13, KUOW welcomes Emmy Award-winning journalist Angela King as the local news host for Morning Edition.

“At a time when local news rooms across our country are shrinking staff and reducing coverage, we are investing in our local content and programming teams to continue to earn the trust of our loyal audience,” said Jennifer Strachan, KUOW Chief Content Officer. During the past 24 months, KUOW has added five net new positions to its content teams.

In addition to the investments in programming, today KUOW is launching its first-ever brand awareness campaign to bring attention to the role public radio plays in strengthening our community.

“The Puget Sound region cares deeply about public radio. We’re grateful for our community’s support and don’t for a second take it for granted. We must earn the public’s trust every day,” said Caryn G. Mathes, KUOW President and General Manager. “Today, our free and independent press is under unprecedented attack. Rigorous, independent, local journalism is essential for safeguarding our democracy. We hope this campaign starts a conversation about the importance of fostering people-powered journalism.”

The campaign—which centers on the theme “It starts with listening”—celebrates listener curiosity and features questions listeners have sent KUOW, along with the stories KUOW produced in response. Examples include, “Is Washington’s Vote by Mail System Safe from Vladimir Putin” and “Is Seattle’s Approach to Affordable Housing Working?”

[asset-images[{"caption": "KUOW's brand awareness campaign centers on the theme 'It starts with listening,' and features real questions from listeners.", "fid": "146419", "style": "placed_left", "uri": "public://201808/KUOW_Banners_BIKE_300x250_ani_r2.gif", "attribution": ""}]]“As a nonprofit organization, we don’t answer to shareholders—we answer to the public. That starts with listening and reporting on the issues that matter most to our community,” said Stewart Meyer, KUOW Chief Marketing Officer.

As the nine-week campaign goes out into the community with billboards, bus and ferry ads, and digital ads, KUOW is simultaneously bringing the spirit of “It starts with listening” via the following initiatives:

  • SoundQs: KUOW’s series of stories that start with listener questions
    As part of our campaign, KUOW is inviting the public to submit their questions and story ideas. What topics matter most to the community? What do you want KUOW journalists to dig into as midterm elections approach? What do you want KUOW to investigate? KUOW invites the public to submit questions online (, via social media (#SoundQs), via email ( and via postcards handed out at community events.

  • Redesign of website to enhance digital storytelling
    During the past two years, the number of unique visitors to has increased more than 30 percent. To enhance our digital reporting capabilities, KUOW is investing in a complete redesign of the website. The new site, launching later this month, will elevate the listener and reader experience through stronger visual storytelling and a more personalized experience.

  • Week In Review LIVE at the Neptune Theater on Thursday, September 13
    Community events present an opportunity for KUOW to interact directly with listeners and involve them in the creation of KUOW programming. This summer, KUOW has been taking its popular Friday program Week In Review, hosted by Bill Radke, on the road, recording in front of sold-out crowds on Bainbridge Island, Bellevue and Bothell. KUOW has announced two more Week In Review Live shows—August 16 in Renton at the Carco Theater and September 13 in Seattle at the Neptune Theater.

“We’re making these investments to broaden conversations and deepen understanding. Public radio is about coming together. It’s about challenging our assumptions, considering new perspectives and seeking the truth so we are ready to participate more fully in our community,” said Meyer.

Michaela Gianotti
Communications Manager