Christian Radio: Not Just a “Niche Format” Anymore

These are great times for is even more extraordinary. Listening levels have By Brad Kelly Religious radio formats. increased more than threefold over the last 15 for NRB Once considered to have Arbitron quarterly rating periods. only niche appeal, Reli- Magazine, Currently, many Christian music stations earn gious-formatted stations Arbitron shares rivaling those of their secular January 2003. are quickly gaining competitors, including WDJC-FM in Birmingham, Used with permission. mainstream audience AL; WJLS-AM in Beckley, WV; WCTL-FM in Erie, acceptance. Since 1998, PA; and KXOJ-FM in Tulsa, OK. In addition, sev- average quarter-hour eral major market Christian music stations draw listening for Religious- cume audiences well in excess of 200,000, formatted stations has including KLTY-FM in Dallas, TX; WFSH-FM grown by 35 percent, in Atlanta, GA; WZFS-FM in Chicago, IL and according to Arbitron KFSH-FM in Los Angeles, CA, just to name a research. This growth rate tops increases seen by few. Though Religious-formatted stations have every other format measured by Arbitron. long been stigmatized by format bias, the numbers are undeniable and speak for themselves. Christian Music Hits the Demographic Bull’s-Eye Ratings-conscious advertisers and ad agencies The well-targeted demographic appeal of Chris- are now being forced to seriously consider these tian stations is quite remarkable—and rivals stations as part of their media mix. mainstream secular stations. Here’s a compelling piece of information: 71% of the Contemporary Mainstream Marketing and Programming Christian audience is in the all-important 25-54 Techniques Translate Well media-buying demographic. That means Contem- A key part of the success at many Religious-for- porary Christian stations are generally richer in matted stations is using the programming and 25-54 listeners than secular Adult Contemporary, promotion techniques of mainstream stations. In CHR, Country, News/Talk and Oldies stations. an interview with Radio & Records Christian edi- tor Rick Welke, Dan Baughman, general manager It’s All About the Music of WCVO-FM in Columbus, OH, discussed his Much of the Religious format’s phenomenal station’s successful conversion from Christian growth has been driven by two music-based for- Talk to Contemporary Christian. mats: Gospel and Contemporary Christian. Thanks to a surge in both the popularity of Gos- Baughman has positioned the station’s new iden- pel and the number of stations that identify tity as “family-friendly.” To promote and support themselves as Gospel, the genre has posted a 33 this new positioning, he hired a promotions direc- percent growth in listening over the last 5 years. tor and developed relationships with local organizations and sports teams. The strategy has The success of Contemporary Christian music helped WCVO build a cume audience that is stations—which cover artists like Michael W. double the amount it had before the changes. Smith, Steven Curtis Chapman and Jars of Clay—

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Salem Communications’ WFHM-FM in Cleve- land, OH is another Contemporary Christian radio success story. When the station originally About Arbitron went on the air, its playlist consisted largely of older songs. Since then, veteran program director Arbitron Inc. (NYSE: ARB) is an international Sue Wilson has changed the station’s emphasis to media and marketing research firm serving current music and expanded its marketing ef- radio broadcasters, cable companies, forts. The changes have improved the station’s advertisers, advertising agencies and outdoor Time Spent Listening numbers and made WFHM advertising companies in the United States, a viable competitor in Cleveland—so much so, in Mexico and Europe. fact, that WFHM’s female demographics are in Arbitron’s core businesses are measuring the top 10 for all Cleveland stations. network and local market radio audiences Arbitron salutes the growth and continued across the United States; surveying the retail, success of the NRB and religious broadcasters media and product patterns of local market nationwide. If you’d like to learn more about the consumers; and providing application ratings successes of Religious-formatted stations, software used for analyzing media audience check out the “American Radio Listening and marketing information data. Arbitron Trends” report at www.arbitron.com/ Webcast Services measures the audiences of radio_stations/arlt.htm. The free report is an audio and video content on the Internet, incredible resource for detailed information on commonly known as webcasts. the demographic makeup of all Arbitron-rated The Company is developing the Portable radio formats, including Contemporary Christian, People Meter, a new technology for radio, TV Gospel, Religious and Southern Gospel. You can and cable ratings. Through its Scarborough even run a comparison of different formats to see Research joint venture with VNU Media how their audiences stack up. Measurement & Information, Arbitron also In addition to the American Radio Listening provides media and marketing research Trends report, you can find numerous helpful services to the broadcast television, Arbitron studies on radio listening at the Arbitron magazine, newspaper, outdoor and online Web site—they’re all free and they’re available industries. exclusively at www.ArbitronRadio.com.

About Brad Kelly A lifelong veteran of the broadcast industry, Brad Kelly is currently a national sales manager with Arbitron Inc. He can be reached for questions or comments at [email protected].

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