University of Nebraska at Omaha DigitalCommons@UNO
Communication Faculty Publications School of Communication
Summer 1990 Public Radio: Three Stations' Survival Michael L. Hilt University of Nebraska at Omaha, [email protected]
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Recommended Citation Hilt, Michael L., "Public Radio: Three Stations' Survival" (1990). Communication Faculty Publications. 45. https://digitalcommons.unomaha.edu/commfacpub/45
This Article is brought to you for free and open access by the School of Communication at DigitalCommons@UNO. It has been accepted for inclusion in Communication Faculty Publications by an authorized administrator of DigitalCommons@UNO. For more information, please contact [email protected]. bility to raise independent funds." public radio stations in order not only to aid attractive to underwriters." Othec managers However, other respondents pointed them in understanding their audiences, but shared this view: "Programming decisions out that the granting agencies themselves to help them secure underwriting. In fact, are made independent of underwriting. Our mandate influenceovercontent because grant Audience 88 is a slick portfolio that includes audiences were in place before underwriting guidelines dictate the nature of program handouts public stations could use to attract was contemplated." ''The format attracts a ming proposals. One respondent observed: underwriters, handouts with titles such as specific audience. That audience invites the We won't go to the trouble and expense "Reach a Well-Educated Market," "Reach underwriting. That's the direction of the or developing a proposal for a series we an Upscale Market," "Reach the People Who flow here." "Public radio does tend to know will not be funded-unless we're Make a Difference" and "Reach Profession appeal to that [upscale] demographic, but doing it because ''we feel like it." We als and Managers-Active People with that was true before public radio was seri rmd it easier to get grant support for a Disposable Incomes." Clearly, The Corpo ously involved in development work." "We particularly "desirable" program or ration for Public Broadcasting regards under target businesses for underwriting based on series. This hasn't been much of a writing as a desirable funding method and the audience we already attract, not the other problem, since we decide the areas we sees nothing wrong with public stations at way around." are interested in developing programs tracting underwriters by emphasizing the Another manager located the distin about, then seek funding. We take our income levels of their listeners. However, guishing characteristic of public radio lis responsibilities seriously, and have does such an emphasis on acquiring undec teners not in income but in education. "Public never bad serious difficulties maintain writing lead stations to program towards radio audiences tend to be highly educated. ing our integrity. such upscale groups and is this in line with 'That one determinant is key ovec all others. Demographic analysis the mission of public radio? Our own audience is 20% people of color in public radio Asked if underwriting leads to pro but 96% of our listeners have college de Two years ago the CPB sponsored a gramming targeted at upscale audiences, grees. People with college degrees tend to study called Audience 88 (Corporation for 62% of public radio personnel replied that have higher incomes." Another manager Public Broadcasting, 1988), which analyzed this happens never or rarely, largely because commented: the listeners of public radio and presented public radio audiences were upscale to begin Our programming is an alternative to those findings in terms of demographic with. As one manager put it, the question commercial radio. Of necessity then, analyses focusing on income levels, educa has it backwards: "Our programming is we program ''less accessible" forms of tion levels and other lifestyle components. already attractive to audiences with higher music, such as classicaL For the most This information was made available to incomes and always has been. This in tum is part our audience is comprised of in-
Public Radio: Three Stations' Survival By Michael L. Hilt
Every year Americans give millions of support, of the community. But they com stations broadcast National Public Radio's dollars to help support local public radio sta pete within a framework discussed and agreed "All Things Considered" simultaneously. tions. In some communities only one radio upon by the stations' general managers. The stations' music formats were similar, station asks its audience for help. But in This blueprint may be an alternative for the and to the radio audience thece seemed little nearly half of the radio markets in the United other markets where budget cuts have sta difference between the three stations. This States, two or more non-commercial radio tions searching for ways to survive. feeling seemed to carry over to the fundrais stations solicit funds from the public. Ac The last 20 years ing efforts. Donations leveled off, and each cording to thel988 Broadcasting Yearbook, KIOS-FM signed-on frrst, taking the station had to cut back to meets its budget. 126 of the 259 radio markets have more than air September 15th, 1969. KIOS operates on After several years of fighting, the two public radio stations. 50,000 watts, and is licensed to the Omaha three stations decided to work together and Cuts in funding by the federal govern Public School District. fonned a unique partnership. The three ment during the Reagan administration KVNO-FM took the air August 27th, station managers met and designed program forced most public radio stations to look for 1972. It operates on 3000-watts, and is ming which would build, not limit, listener ways to save money, while at the same time licensed to the University of Nebraska Board ship. The flrst meeting took place in 1985. offering listeners a choice in programming. of Regents. "We said, 'Look, there's been bad In the Omaha, Nebraska/Council KIWR-FM is the newest public radio blood over the years but we're all new in our Bluffs, Iowa market the three public radio station in the market, signing-on November positions,'" said Will Perry, KIOS station stations decided to work together to fulfill 23rd, 1981. It broadcasts on 100,000-watts, manager. "Let's see if we can't work some the objectives of public radio. With a radio and is licensed to Iowa Western Community thing out and get rid of this duplication. audience of nearly 500,000, in a radio mar College. We're shooting ourselves in the foot with ket ranked 69th in the country, the three During the ftrst half of the 1980s, the it. .. stations vie for the attention, and financial three stations aired the same programs. The The three slations have now moved
20 Summer 1990 telligent,educated people. These people considerable time with audience data to yourselves?" do weD, for the most part, in society. If improve programming. The most used tool Many voiced approval of the process undereducated poor people were devo is Arbitron data which is what commercial of demographic analysis and did not infer a tees of classical music, we'd still be broadcasting uses also. The improved pro negative association in sharing a practice playing it. Underwriting bas no innu gramming will lead to more corporate Un with commercial radio. Indeed, a number of ence on programming. derwriting." respondents suggested that the increasing Although 34% of respondents said Respondents stressed the variety of use of demographic analysis indicates pub that underwriting led to targeting upscale purposes to which demographic tools were lic radio's greater awareness of its audience audiences, their comments echoed those who put in public radio: and that this should be regarded as a mark of answered that such audiences were the origi • • •to presuppose that underwriting maturity . nal audiences of public radio anyway. Fur leads to demographic analysis is a mis Other respondents, however, felt that thennore, they added, why single out under statement Demographic analysis takes underwriting brought public radio closer to writing when such upscale groups were the place ror a variety or reasons. Once the modes of commercial radio. "To sell targets of appeals for listener-support as done by the programming staff, the underwriting the same tools are probably well? underwriting starr will use that analy needed as to sell commercials," wrote one. Does demographic analysis lead sis to match potential underwriters to '"Underwriting' is simply soft-sell ads/ to commercialization? the programs most suited to them_ commercials." One managec acknowl edged being driven to procedures that are Asked if underwriting leads to demo Likewise, the programming/station increasingly commercial in appearance. graphic analysis of the audience similar to management decide what program~ "Absolutely, there is no other way to com that of commercial radio, opinion among ming will be pursued based on audi pete in large market where corporate do public radio personnel was more divided. ence needs. The funding is either built a nors becoming less altruistic and more Some35% said this occurs never or rarely, into the budget or underwriting is are while 55% agreed that it happens occasion round. The ''underwritable" factor is bottom-line oriented." ally or frequently; 8%repliedthatithappens never the determiner. General comments always. But again the question was chal "As a program director," wrote one In the fmal general comments section lenged because according some station respondent, "I want audience data so I know of the survey, respondents continued to stress personnel it miscontrues reality. Wrote one: how others are reacting to what we do. In that programming precedes underwriting and " ...the statement is backwards. Good radio short, many factors drive interest in data, is, for the most part, not affected by it programmers, public or otherwise, will spend among them, are you serving listeners or Several respondents added that underwriters
toward establishing their own niche in the KlWR agreed to stagger the program, and public radio, there wasn't much to listen to marketplace. air it at different hours in the afternoon, because we were all doing the same thing. Compromise in Programming KIOS airing the show twice a day. Now I think we're doing a pretty good job of The station managers agreed during "We're providing a news in-depth that not getting in each other's way." the meeting that KIWR' s format would be you're not going to fmd anywhere else on The one station that drastically changed predominantly classical music, KVNO's the dial," Perry said. 'That's what we're its format as a result of the agreement is fonnat would be predominantly jazz, and offering the market ..in-depth news cover KVNO. Not only di.d the station drop NPR, KIOS's format would be eclectic, with an age." but its format now resembles a commercial emphasis on news and information. Perry said he considers KIWR his station. According to KlWR station manager main competition since both stations air "It was obvious, to a blind man on a Ward Bean, the changes have helped all NPR news. But even with the programming galloping horse, that three stations can't all three stations. agreement, KlWR 's Bean said it is impos play 'All Things Considered' at the same "It's working and we're not butting sible to eliminate news, or a specific type of time and get any respect from anybody," heads all the time," he said. "We know that music, from a public radio fonnat said Peter Marsh, station managerofKVNO. in tenns of membership support, (and) we "To maintain our license we have to "Wehavefoundourownniche. We're know that in tenns of the numbers that come provide altemati ve radio programming in going lighter classically, and our jazz is very to us from Arbitron." the market we are in," he said. "We're modem, adult contemporary -almost format" Each station manager says competi limited in the types of musical fonnats we While KVNO's music sounds like a tion still exists. But they say they have can have. As an example, we're still offer commercial station, its news definitely is learned to work together to build each ing New Age music, even though we've said commercial. Five of KVNO's "eight daily station's portion of the public radio audi that's KVNO's." newscasts originate at WOW, an AM com ence. Bean said while there is still some mercial station in Omaha. The newscasts As an example, before the agreement overlapping of formalS, it is not like it was are broadcast simultaneously over both sta all three carried "All Things Considered." four years ago. tions. After the meeting, K VNO dropped the news "There was a time where we all did "I've never heard of it anywhere else," program, and ultimately dropped its Na opera on the weekends," Bean said. "If you Marsh said. "We're very grateful. WOW is tional Public Radio affiliation. KIOS and didn 'tlike opera but you wanted to listen to just giving us the service. It doesn't cost us
FEEDBACK 2 1 are not "faceless entities" or "evil bOgey number of my counlerparts in small markets strengthens the stations' economics and men." "In our experience," wrole one re dropping NPR altogether and using the does not damage its mission/ethics. spondent, "underwriters are listeners, at money saved for local programming." In contrast, others expressed basic tracted to support public radio because they Another respondent felt this was such a antipathy: "Death to Underwriting!" "Fund listen and enjoy what they hear." In this serious problem that he called for a national public radio and let the military solicit un same vein, another commented that 'The forum on the subject. derwriting." ghosts that haunt you do not live with the Others noted that while the survey was Finally, the attitude ofconcern t sounds underwriters of public broadcaslers in this focused on the possibly negative influence most loudly in the general comments: community." of underwriting on programming it ignored A solid, reliable, suffiCient funding However, these general comments also other sources of constraint, such as the lis base MUST be round for Public radio. revealed a profound concern, even frustra tenets themselves. "What about the chasing Weotherwisewillseemorefunddrives, tion, related to funding public radio stations. of listener dollars that forces controversial underwriters, commercialization, re For example, some respondents noted that duction or service. We are eating our programming off the air and keeps only safe among the disadvantages of underwriting is tail. That can't goon. Fund increases stuff on?" Another cited the fact that small the expense it entails-an outlay ofabout 35 from audience, underwriters have groups of"special inlerest" lisleners are able · cents for each dollar brought in. There was limits. We need income from founda to exert influence far beyond their represen also speculation that as underwriting in tions, secure funding from government creases, it will lead to an "adversarial rela tation in the audience as a whole simply sources. tionship" with commercial stations who will because they are incessantly vocal. Another manager wrote, 'We spend feel that their turf has been invaded. One respondent hypothesized about an extraordinary amount of time soliciting Four respondents lamented the in ideal funding: from our listeners, underwriters and gran crease in acquisition fees that stations must No underwriting and lots or national tors a very small percentage of our budget pay for national programming from NPR or grant dollars would be the ideal situ That time could be spent improving our if APR. "Small market public stations," wrole ation. But it's not going to happen. programs service CPB and university money were sufficient to our needs." Others one, "are going to need help from NPR or its The stations are increasingly depend echoed this view by wistfully stating their ent on underwriting as long as the 'less underwriters directly if they expect us to desire to be broadcasters rather than fun continue paying their exorbitant fees. Be government is best government' draisers. One respondent, however, took cause our local underwriting base is so small agenda prevails. And, in many in the position that fmancial insecurity actually and state money is dwindling, I foresee a stances, underwriting is fine and promoted a closer relationship between the
anything. I think it's unique that a public licensee-33% from the University of Ne reached 22 Summer 1990 .- station aild the community because the sta- having minimal effect on programming ing were much more pronounced on the tion had to be more responsive. · decisions. Grants, in fact, occupy very little national than local level. Public television's A number of respondents urged more of any station's budget greater production costs and larger audi money for marlceting and promotion. Since ences, for example, are more likely to neces .nener-support is the most desirable form Underwriting and demographic analysis sitate as well as to attract large corporate of funding, and since on the average only 10 Underwriting and demographic analy underwriters. But these underwriters are percent of the audience contributes money, sis are linked, but one does not cause the also likely to have active political agendas then strategies that increase contributions other. Demographic analysis is regarded as that they may vigorously pursue. Respon and listeners were seen as desirable. a necessary tool of the professional broad dents pointed out, on the other hand, that Conclusions caster; it is used directly to aid decisions public radio doesn't usually attract large Underwriting's influence on programming about programming and indirect! yJor under corporate sponsors for local programming. According to the respondents to this writing. While respondents assented that In addition, the small underwriters who do survey, underwriting curreiltly exerts very underwriters are attracted to the demograph come forward are less likely to be pushing a little influence on programming. First, it is ics of their audiences, they rejected the no political agenda. generally less than 20% of station budgets. tion that they addressed these audiences in General funding questions At this time programming is seen as almost order to get underwriters. Instead, they Overall, this survey shows that fund entirely preceding underwriting. It is pro asserted that the audience for public radio ing continues to be a problem. However, the gramming that attracts the audiences that has always beeneducatedandtherefore more great diversity of situations in which public then attract underwriters. Furthermore, sta likely to be upscale, perhaps because of radio stations exist has spawned many fund tion personnel are very well aware of the public radio's genesis in universities. ing formulae. A different mix of funding possibility that underwriting could influ options arises in diverse situations, and ence programming and are committed to Public television as an underwriting model economics of scale apply to the effects of 'maintaining the separation between program It is clear that using the experience of these methods. · ming and funding, often coding safeguards public television in order to assess the ef One of the most important findings into written rules. This committment to the fects of underwriting on public radio is inap from the survey was the high regard in which non-commercial mission ofpublic radio was propriate, primarily because the scale of listener support is held-it is overwhelm impressive and bodes well for its future. operations is quite different in these media ingly named as the most desirable funding Grants, though seen as exerting more influ Many survey respondents pointed out that source. Holding and increasing this source ence than underwriting, are still regarded as the negative effects of grants and underwrit- represents a site where creative thinking and bestkindofradio, whetherit'soursorKVNO "Of the three public ratio stations, least in this market, has turned into a busi orKIOS." KVNO gets less funding from the state than ness. In the Fall 1988 Arbitron ratings, the the other two, " he said. "Our philosophy is, Conclusion popularity ofKVNO's format came through. if the listeners like it, we play it" The answer for non-commercial radio The station attracted more young male lis- Perry said that broad format is the may be in not airing traditional public radio 1 teners between 25- and 35-years old. The philosophy of KIOS-to serve the public by formats, but rather looking for alternatives. station reached its highest level ever in the offering programming they cannot receive One alternative would be to divide Llte public overall ratings, ranking 1Oth among the 20 on commercial radio. radio audience as the Omaha/Council Bluffs stations in the market Among people be "We provide programing that has too stations have, thereby ensuring the survival tween the ages of25 to 49, the station again small of an audience for commercial radio," of each station. Then each individual station ranked 1Oth, and within striking range of the he said. "Or for that matter, even the other can solidify its position by honing its skill ninth place commercial station. While at public radio stations." and expertise in that one area. The three stations in this market each tracting a younger audience, the station kept Perry said there will be more markets have carved their own niche. While it may its long-time listeners, ranking fifth in the like Omaha/Council Bluffs as the CPB be argued that they have drifted from the 50+ category. continues working under a mandate from On theotherhand,KIOS finished 12th strict public radio objectives, the fact re Congress. mains their division of programming has overall, and KIWR tied for 18th out of the 20 "The goal is that every listener in the worked. All three remain on the air, and in stations. KVNO beatKIWR significantly in United States have the opportunity to hear a a stronger position than they were just four every age group. KIOS tied KVNO in every public radio signal," he said. "Not only years ago. At the same time, each station group. While public radio stations usually should every person be able to get a signal, offers the public alternative programming do not place much importance on the ratings not available from a commercial radio sta book, KVNO's strong fmish could come at but every group should be represented in tions. ' the expense of the other two public radio terms of programming. They have a legiti Lations. mate gripe because it is public money." It is ironic, but Marsh said KVNO's But Marsh said that philosophy does Michael Hilt is Assistant Professor of Communication, University of Nebraska at format success is due to the agreement with not work in areas where there are several Omnha. the other stations, and to its tight budget. public radio stations. He said public radio, al FEEDBACK 23