For KLAC, it's a matter of a broad music mix that takes in everything from Dino and Mathis to Robbie Williams and Diana Krall, as well as an image makeover that suggests a Golden Nugget of the mind.
KLAC and K- SURF now have a seemingly endless supply of new music to spin alongside the classics.
KLAC, owned by radio giant Clear Channel, manages this with an approach and glitzy logo that suggests the Rat Pack image of old Las Vegas, the romance of Sinatra belting out ``In the Wee Small Hours of the Morning'' and the sense of a life best enjoyed in a swank dive with Dean Martin on the jukebox and a martini glass within reach.
In the quarterly Arbitron ratings, it's too early to tell if KLAC is catching on in a radio market dominated by hip-hop, bubble-punk, Top 40 and conservative talk.
Along with the aforementioned pop and newer artists, the KLAC playlist includes enduring tracks sung by Mel Torme, Steve Tyrell, Natalie Cole, Tony Bennett, Elvis Presley, Tom Jones, Harry Belafonte, Bobby Darin and Neil Diamond.
KLAC, which will continue broadcasting Lakers games, will compete with KSUR-AM (1260), which has featured a contemporary standards playlist since last March after a series of format changes.
Classic songs have the ability to be perpetually fresh, especially when reinvented by contemporary artists,'' said Robin Bertolucci, director of Clear Channel's local AM outlets KLAC, talk KFI-AM (640) and sports KXTA-AM (1150).
She said that while Jackson will not be heard on KLAC after the change, the longtime broadcaster did play an important part in the station's talk format.