Kevin Reynolds
SoapBlog 2 - why public radio matters
A not-so rhetorical question….does the growth, or possible explosion, of one type of media, automatically mean the end of another type of media?
There are examples of that happening to be sure…cassettes killed 8-tracks; CD's temporarily killed vinyl (though it's fighting its way back); VHS killed Beta.
So with the advent of internet, iPods, satellite and other music and radio sources, what about the over-the-air radio stations, and more specifically, what about public radio stations?
The fact of the matter is that, here in Cincinnati, the two public radio stations I work for – Classical 90.9
WGUC and 91.7
WVXU – are doing very well in terms of number of listeners and memberships, and corporate underwriting is strong and seems to be on an uphill slope. All that bodes well for public radio and, more importantly, for our listeners.
Public radio is a unique institution. Remaining commercial free and often carrying content (classical or Americana music, round the clock news, jazz, talk with no pomposity or screaming) that commercial stations seem to have no real interest in airing. Public radio also fills the niche with community stations, often airing a different format of music or talk each and every hour, while the homogenization of commercial stations continues to take hold.
In global terms, the number of people relying solely on some other form of radio or music provider is still relatively small. Radio remains the primary source of music, news and information in the car, and often during times of crises (take the recent power outage for instance…battery operated or crank radios were in high use all over the region.)
Public radio audiences have become more reliant upon the news we provide because it is not influenced by sponsors or the general political leanings of the station's ownership. We are not formatted by consultants or media executives who have never been in Cincinnati.
Our classical music station is one of the last dozen or so of its type left in this country, but even a market the size of Cincinnati supports it because it is another cultural icon that they don't want to lose.
As for news and information, where else on the dial will you hear intelligent, engaging, provocative programs like "This American Life," "A Prairie Home Companion," "Wait! Wait! Don't Tell Me," "The Diane Rehm Show," and so many others? It's not just the same 40 songs in heavy rotation, or loud battles between hosts and guests, or a block of 10 commercials each and every hour. Public radio respects the intellect, offers an alternative, and asks those who listen to us to help fund us. What a concept!
And as technology grows, so does public radio. With HD Radio technology, did you know we can split our signal and add new formats? In order to meet the desires of our listeners, we now offer a 24 hour jazz programming service on one of our HD signals, and the other is the simulcast of the award-winning internet station
woxy.com. We believe these are formats completely ignored in this market, and since we have the technical capabilities and financial support from our listeners to provide them, we do.
There's no doubt that our listeners feel a personal stake in our operations because their donations fund over half of our annual operating budget. They know we are local…our stations are across the street from the back of Music Hall and we are easily reachable by phone or e-mail…we are here, not sitting somewhere in Texas deciding what to play here. We spotlight local arts and cultural organizations, spend three hours each weekend doing stories of local interest to go along with the national stories that we air. We provide local businesses a way to reach a very strong demographical audience with their message.
As you pop in your ear buds and listen to your iPod, consider using iTunes to download some of public radio's best, and realize what else is out there. If you aren't a listener, try us for what we can bring to your life…information, comfort, news, entertainment. Then dial us up in your car and enjoy radio with character and emotion.