Why Such Low Ratings For WFUV?

[Barry]

It seems rather surprising that WFUV 90.7 has only been scoring a .4 in the recent overall PPM ratings. While I realize their signal is rather spotty in certain parts of the metro area, it is strong in many places. Unlike most of the other low rated noncommercial stations which have block programming (such as the perennially ignored WNYE), 'FUV has a consistent format during the week, playing mostly AAA type rock, with songs from a few other genres blended in. And they have pros behind the mike, such as Dennis Elsis and Pete Fornatele.
Any speculation why they are not attracting a larger audience? Do most people simply refuse to tune below 92 on the FM dial? Are many potential listeners unaware of their existence?

 

[MattParker]

For the record, public radio AAA WUMB in Boston scores .2. But public radio AAA WXPN in Philly scores 1.9. WFUV could do better, but they could do worse. WXPN produces World Cafe which is distributed nationally. They have a concert venue and seem to do a good job of local promotion. That could have something to do with it.

Arbitron reports AAA gets a relatively low AQH among just public radio stations: 3.9%. Compared to 44.7% for news/talk (WNYC, WNYC-FM), 13.7% for classical (WQXR) and 4.1% for jazz (WBGO). It looks like in picking formats, WFUV picked the short straw. Even so, it seems like they could do a better job in promoting themselves.

 

[WNTIRadio]

WUMB isn't really a fair comparison, since they're only 600 watts from a relatively low antenna in Quincy. They are also on the "folky" side of AAA (though Meg Griffin is their 7-10pm jock now). WERS scores between a .6 and .8 for their AAA format, and even a 1.1 in AM drive. That's, except the GM and Ops Manager, ALL students, quite remarkable and they should all be very proud of what they do.

Back to WFUV... I think it's a mix of a few things. Compare the music to XPN or even 107.1 the Peak. WFUV feels very "sleepy" to me. Add to it their "quiet time and mellow sounds" audio processing and I think a lot of people pass it right by. I'm not saying they have to turn it up to Z-100 circa 1987, but being at least competitive with the other signals in the market would help. They're so quiet that it does get noisy where the signal is weak, a higher average level doesn't get rid of the noise, but masks it to a degree. Couple that with the rather slow tempo music mix, and the whole thing just doesn't draw you in.

They're not a bad station by any stretch. They have some amazing and legendary personalities. But WQXR has more energy in the presentation than they do (and their audio is louder, which when you're out processed by the classical station, something isn't right).

 

[BruceS8852]

I have been a proud listener of WFUV for over 15 years. I enjoy their eclectic mix of music. You can call it a successor to WNEW-FM especially with Pete Fornatale and Dennis Elsas. I just think that many people just refuse to go below 92 on the FM dial. Many listeners may just like to stick to one genre of music and don't like variety. Perhaps some promotion through TV ads and billboards could help, but I think Fordham doesn't have the money for advertising their station. Please keep in mind there are many WFUV alumni who have made their mark in broadcasting.

Bruce

 

[WNTIRadio]

Sure, in the past there were many that came from FUV to go on to huge careers. Now, the students are relegated to the newsroom and sports. That department is fantastic, but what about the student who wants to be a jock? I'm not saying put them on in afternoon drive, but how about the overnights? Instead of paying to run that stupid "Echoes" program how about putting some kids on that time slot? They would get to learn along side some legends and also be on the air as well. Put the music in the computer, give them all the training on the format and let them learn.

 

[Ai4i]

I have been a proud listener of WFUV for over 15 years.

What is a "proud listener"?
We notice you did not say "proud supporter".

 

[BruceS8852]

I donate $100/year to WFUV. I am a strong believer in supporting not for profit radio. It is unfortunate that such a small percentage of listeners offer financial support to such stations. I also donate yearly to WBGO which is another excellent radio station.

Bruce Slutsky

Please notice that I am signing my real name and not using a handle as most people do on this message board.

 

[MattParker]

Not to ignore the obvious, but WFUV does have commercial competition in the AAA format.

New York has a lot of stations, so the pie has a lot of rather small slices. Even so, they have one of the smaller slices. For the record, so does the public radio jazz station, WBGO. WQXR does OK but they have a heritage brand in their format plus listeners picked up from the old WNYC-FM classical format.

Yes, they may be at a disadvantage in New York where the dominant public radio stations hold commercial licenses are on located outside the non-commercial bands. Maybe people in the area never learned to associate 88-92 with public radio (just educational and religious stations). On the other hand, with digital tuners on most radios, people are less likely to stumble on a station as they did with old analog dials, so dial position may not matter like it used to.

For a long time, WFUV had a very limited coverage area. For many people, WFUV is a new station; they never received it before. Without promotion, how are they going to discover it?

Their numbers suggest a small group of loyal listeners who listen for long periods of time. Apparently, they are not doing as well as they might picking up other than P1 listeners. Again, this suggests people who know 'FUV, love it but not enough people know it and possibly its appeal is too narrow.

Moving away from acoustic or folk to AAA may have cost them loyal listeners and supporters. I know I don't listen like I used to and it's been a long time since I gave them money.

Then again, for all I know, they may be satisfied with their ratings and their pledges. Vince Lombardi's style may not have rubbed off on current management.

 

[Dancerev889]

Sure, in the past there were many that came from FUV to go on to huge careers. Now, the students are relegated to the newsroom and sports. That department is fantastic, but what about the student who wants to be a jock? I'm not saying put them on in afternoon drive, but how about the overnights? Instead of paying to run that stupid "Echoes" program how about putting some kids on that time slot? They would get to learn along side some legends and also be on the air as well. Put the music in the computer, give them all the training on the format and let them learn.

I completely agree with what you said. Colleges and Universities that have these stations should let the students get hands on training. I got a letter from my school asking to donate money back to the department and also to the radio station. I replied back stating, Ill give when you let students on the radio station, not the fisher price set up you gave to them as a student club.

 

[MattParker]

Sure, in the past there were many that came from FUV to go on to huge careers. Now, the students are relegated to the newsroom and sports. That department is fantastic, but what about the student who wants to be a jock? I'm not saying put them on in afternoon drive, but how about the overnights? Instead of paying to run that stupid "Echoes" program how about putting some kids on that time slot? They would get to learn along side some legends and also be on the air as well. Put the music in the computer, give them all the training on the format and let them learn.

I completely agree with what you said. Colleges and Universities that have these stations should let the students get hands on training. I got a letter from my school asking to donate money back to the department and also to the radio station. I replied back stating, Ill give when you let students on the radio station, not the fisher price set up you gave to them as a student club.

My alma mater has a student-operated radio station and university-owned public radio stations. The public radio station provides internships and hires students for paid part-time jobs but these are public radio stations and their purpose is not to provide learning opportunities for students. They hire students who have shown they can work as professionals. Let's not get student radio confused with public radio.

A side issue here is whether college or universities should even be in the business of offering vocational programs in broadcasting or communications, especially when there is so little likelihood today's graduates will be able to have a career in the field.

 

[Dancerev889]

Sure, in the past there were many that came from FUV to go on to huge careers. Now, the students are relegated to the newsroom and sports. That department is fantastic, but what about the student who wants to be a jock? I'm not saying put them on in afternoon drive, but how about the overnights? Instead of paying to run that stupid "Echoes" program how about putting some kids on that time slot? They would get to learn along side some legends and also be on the air as well. Put the music in the computer, give them all the training on the format and let them learn.

I completely agree with what you said. Colleges and Universities that have these stations should let the students get hands on training. I got a letter from my school asking to donate money back to the department and also to the radio station. I replied back stating, Ill give when you let students on the radio station, not the fisher price set up you gave to them as a student club.

My alma mater has a student-operated radio station and university-owned public radio stations. The public radio station provides internships and hires students for paid part-time jobs but these are public radio stations and their purpose is not to provide learning opportunities for students. They hire students who have shown they can work as professionals. Let's not get student radio confused with public radio.

A side issue here is whether college or universities should even be in the business of offering vocational programs in broadcasting or communications, especially when there is so little likelihood today's graduates will be able to have a career in the field.

Yes but a lot of these public radio stations were all started as educational stations. Schools brag on how great their communications program is, but they have no outlet for students to train.

I disagree with your statement about schools being in business for vocational programs. The program I oversee, we have had over 10 graduates get jobs in commercial radio in major markets. We give them the hands on training that most schools don't. You can say the same thing about a lot of majors. Just because you go to school for a certain career field does not mean you will get a job in the biz.

 

[Barry]

Has WFUV's signal improved in areas where it has been difficult to receive? Within the past year or two, they added a booster, and rebuilt their main antenna.