RF Profile: KKDA’s DeDe McGuire

DeDe McGuire is one of the few black women in the United States to have her own morning show in a major market city.  She works dual drives in the AM as the host of “DeDe in the Morning”, which airs weekdays in Dallas, Texas on K104FM.   She is also the Co-host on the nationally syndicated “Doug Banks Show”, which is based in Dallas, Texas and airs weekday afternoons in Chicago, DC, Augusta, Charlotte, Birmingham, and Tulsa, to name a few.  DeDe’s show “DeDe in the Morning” manages to stay in a top ranking position in a market dominated with radio superstars in the morning, such as Tom Joyner , Rickey Smiley, and steve harvey.DeDe In The Morning and K104 are experiencing the highest ratings in morning drive since K104 became a PPM rated market over 5 years ago in 2009.   She beats all other Black morning show in Dallas/Ft Worth by a wide margin.  DeDe was ranked 3rd in the Summer Book behind KHKS and KLNO.  Smiley was 11th, Harvey was 19th and Joyner 26th.  For the first two weeks on October the show has finished second to start the Fall Book.  KBFB as a Radio Station has only beat KKDA two times in a monthly in the past three years, but has never won a rating book.  DeDe in the Morning’s popularity is fueled by co-hosts Michael Shawn and Lady Jade in addition to the show’s features, The Mad Minute, Real Talk, Hot Topics and Is It Just Me.  DeDe McGuire recently told Quita from UI, “DeDe in the Morning” also offers a more distinctive and neighboring angle.  “My show is unique because it offers much more of the female perspective with female hosts in the driver and passenger seats. This situation ultimately caters to the majority female target audience,” DeDe said. “My show is also more localized. I am able to spend far more time in the community and discuss issues that affect this market in more detail.”