MikefromDelaware said:
There is some discussion here about reaching the young by CCM. However, there are young folks who also like Classical Music, so a station like Lutheran Public Radio can be used to reach those young folks, after all you said you're in your 40's. OK, that's not 20, but not a senior citizen either, you're still young and if you like this music, think how many others in their 40's may like it, as other folks who are older. There probably are also some 20 somethings who like Classical Music too. God the can both CCM and Classical Music to bring people to his throne of grace.
I'm probably one of the main ones who leads that discussion. First of all, I'll say I am 58, and I like classical music (although admittedly along with other more youthful genre's). Church wise - I go to Lakewood in Houston (yeah, bring on the flame war, but listen to one of his sermons and see if you can find any heresy first). Anyway - the service you see on TV is preceded by an hour or so of vigorous music I'd call Hosanna Integrity amp'd up. Personally, I miss the old hymns and would rather hear them than Hosanna Integrity anything. That is me, that is church music in the church.
Radio is entirely different. Like it or not, all radio is a business by its very nature. That means it has to make a profit. There are realities of bills that need to be paid. That doesn't mean it can't also be a ministry, and balancing the two can be heart rending and force you into directions you don't feel are of God.
As far as young people are concerned, you either love young people or you don't. Loving them mean accepting them where they are, just as Christ accepts people where they are. If you want to win a lost person, you meet them at their point of need - young or old. That is what Christ did - he didn't try to fit someone into a mold, he went to the tax collectors house, got to the point. The woman at the well, he met her and got to the point. Persons lowered through roofs, touching his garment - each and every time he got straight to the heart of the issue, met the need, and didn't waste time with doctrinal matters, etc.
I do believe there is a tiny minority of young people who prefer classical. Assuming young people are pretty much similar to adult counterparts, and give ratings for stations like WRR around the country, the percentage is probably around 1.5%. As far as Christian music is concerned, in large, contemporary churches that can afford to have two services - one contemporary and one traditional, the contemporary is packed with young people, while older people are in the traditional service. There is a smattering of young people in the audience of traditional services, as there are of older people in contemporary services. But there is a reason why there are two services available. A large percentage of the young people in the contemporary service would simply not attend traditional, and vice versa.
If there was a massive Christian audience somewhere - say a major city - and an available frequency, I would encourage somebody to try a "young classical" or "youthful hymns" format. It might be expected to reach 1.5% of the young people. But - that would leave 98.5% unserved by that station. In an area of limited resources, if there are only a few stations on the air, and fewer Christians - you have the realities of demographics. There is a lot of discussion about EMF coming into Houston and Dallas - and what their potential audience would be. Those discussions are based on the reality that the vast majority of young people will NOT listen to traditional hymns on the radio. Furthermore, the demographics are trending younger and younger, and in the secular radio arena, "oldies" are being abandoned in favor of younger formats. So it is with hymns and now praise and worship, even traditional CCM. Station owners are faced with an audience that is going to contemporary services while traditional service attendance continues to decrease. I have already seen two churches in my area flip the services, with contemporary getting the larger facility and best time, while traditional service is now held in what used to be the "youth room". I expect that trend to continue and accelerate.
Bottom line, even in a smaller market like Selma, there are young people. Adults dont' stop having kids no matter what the market. A decision needs to be made based on audience needs. If adults are covered by a Christian station that leans traditional, you can bet the vast majority of kids aren't listening to it. And a large percentage of younger adults, too. So if a second frequency is available, the most efficient thing to do is program it younger. I am sorry if it seems like a numbers game, but it is. There is a format hole, you fill it, and reach as many people as you can for Christ that aren't being reached presently. If 30% of the demographics want Lutheran radio classical, you better play it. But if 30% of the demographic is young people who presently listen to secular, then that is the audience. Percentage wise, I don't see young people (1) listening to hymns and (2) attending Lutheran churches. You would really limit your potential audience going that direction. And people are probably sick of my equation: Listeners = ratings = donatioins = potential salvations. Smart money is on Christian rock in an area already served by traditional Christian. EMF bet 6 million on that in Houston and estimates return on investment in 12 to 18 months with Air-1, so they just bet 7 million on meeting the same need in Dallas. Listeners in Houston get music between praise and worship on KSBJ and Christian rock on NGEN. Houston is well served with traditional as well. So there was a hole. Dallas is well served with CCM on KLTY and Christian rock on KVRK, so EMF fills the gap between CCM and Christian rock again with Air-1. Dallas is also saturated with traditional Christian stations. Who wins? EMF pays their bills and makes a profit - but of more importance is people who weren't served by existing stations are now served.
I think there is room for a Christian rock station to reach out to 1.5% of young people who are classical fans. Perhaps sponsoring a concert for them, or - shudder - an HD subchannel. Maybe even Lutheran on HD-2, those who are interested can probably and probably will go to the extra trouble for HD radio.
