Ya know what? I think that in the future half the AM stations in America and probably almost as many FM's WILL be "listener supported". This would certainly lessen the importance and the power of agency media buyers.
Yes, it is a hobby, but I think with excellent intentions.... I'm playing music that other stations don't play or don't play often (especially in Boston; regarding Maine, WBAE has similar music part of the day), and the proof of the stations' value to the community is what they'd be willing to pay to keep hearing it.
Agencies have most commonly neglected stations that play music for older folks due to inept decisions, and also for a valid reason: older folks are not as easily swayed by advertising. Since the American economy runs on credit (the biggest factor in the USA's Gross National Product), older folks who carry a zero balance on their credit cards at the end of each month are just not all that desirable to reach. But the people do exist, and they deserve to have radio cater to them, no matter what form it's funded by.
WJIB and WJTO's most common comments from listeners are:
1) - They love the lack of crass commercialism.
2) - They love the fact that the station can transport them to a place that lacks the troubles of today's world.
3) - They love the softer music at night which helps them sleep. (Yes, older people often have trouble getting to sleep. The music helps and therefore provides them with better health and well-being and a feeling of comfort.
4) - The love the local announcements... Currently on WJTO, there are 44 church supper-type PSA's airing, along with 52 more local organizations' mission statements airing. Three times per hour minimum.
Whatever I do in radio, it will be playing music that is not found elsewhere on radio.
And those announcements seeking funds are aired only 8 times per day. Nowhere in any announcements did I say, nor imply that I would have to shut down the station. Those who know me, know I would not do that.
I am doing fundraising at both stations because I myself do not want to deplete my funds. Bob & wife have to eat too. In time, my funds would be depleted, running both stations without funding. None of the sent-in money goes to me. I'm asking the listeners just to keep the station "even".
In the first 2 weeks, WJTO's fundraising has looked quite promising. I'm quite sure there will be no format change. - The average check sent in to WJTO is for $47. In Boston, the average check has been $39.
So, that's my story. PS: No miracle-cures nor get-rich-quick stuff on JIB-JTO either... They want badly to get onto this virgin territory (JIB,JTO) of listeners.
This has been posted on both of this week's JTO threads.
