A Radio World ebook provides insights for the next generation of low-power FM stations now coming on the air. In this excerpt we reached out to several LPFM managers for input on building a successful station.
Asheville FM
WSFM(LP) is “103.3 Asheville FM” in Asheville, N.C., which launched online in 2009 and received an FCC license in 2015.
K.P. Whaley, its executive director, said its mission is to produce diverse and eclectic programming, discover new music and ideas, and inspire a sense of community with a hyper-local focus.
Getting Asheville FM off the ground began with volunteers, their time and money. But you don’t have to always run on a shoestring or operate volunteer-only.
“If you are community-focused, your community will show up for you,” said Whaley. “We also started an underwriting program very early and made it very affordable for small, local businesses. They had never had the opportunity to afford radio ads at commercial stations, so they appreciated that and became great supporters. We also did all kinds of fundraisers, pint nights and other ‘in the community’ events that helped gain listeners and supporters.”
Asheville FM also partnered with local music venues to broadcast live music, events and festivals. Those partnerships are still important years later.
Whaley feels one of the reasons the station has found success is its “amazing” DJs and their scholarly appreciation for the genres and music they play.
Several are professional club DJs, many were college DJs, and all embrace new, unique and rare music.
Whaley’s advice for a newly authorized station: “Act like a full-power station! Although we were volunteer-powered until 2017, it didn’t stop us from setting up all the key positions that a community station needed: station manager, program director, music director, news director, underwriting director and others.”
Although people weren’t paid, Whaley said the volunteers worked as if they were. But it’s also important to not let them burn out. Asheville FM now has three paid positions and nearly a dozen supported with stipends.
Whaley encourages stations to join the National Federation of Community Broadcasters.
“It seems that whenever I start asking how to do ‘fill in the blank,’ NFCB has the answer or is willing to get it for you. As a member you’re part of a network that includes scores of community radio folks who support each other with everything from underwriting copy to setting up live remotes on a dime.”
Asked if the low-power service nationally has met its potential, Whaley said, “LPFM stations are definitely promoting more local news, culture and public affairs than commercial broadcasting, and so they are contributing to a more diverse media landscape. They’ve also played vital roles in providing emergency information during local crises. So yes it has in that regard.
“However, there are still significant challenges of limited frequency and reach due to the low power and restricted broadcasting range. For years now, the FCC has been considering a proposal to broadly authorize a power increase from 100 watts to 250 watts. That simple move would provide LPFM stations with a significant increase in both reach and legitimacy.”
Takoma Radio
WOWD(LP) Takoma Radio has operated with 20 watts in Takoma Park, Md., since July 2016, broadcasting at 94.3 MHz and streaming at TakomaRadio.org. WOWD is a nonprofit with approximately 100 volunteer DJs and 80 unique shows.
Station Manager Olivia Randolph said building community is at the forefront of its mission, along with promoting understanding, cooperation, tolerance and dialogue.
“WOWD provides a noncommercial platform for individuals to present music and stories under-represented in mainstream media,” she said. “WOWD operates solely through financial support from listeners and small local businesses.”
Randolph too credits the vast musical knowledge of DJs as contributing to WOWD’s success. “We have a very diverse 10-person Programming Committee made up of DJs who are also community members, who review and vote on show applications. This keeps our programming fresh and eclectic.”
For newly authorized stations, Randolph recommends creating a sense of place. “Have live DJs broadcasting from the studio, and if they are pre-recording from home, have them make it sound as if they are in the studio.”
She suggested staying away from scheduling podcasts, which she feels only serve the podcaster, not the station. “Listeners will find their own podcasts to listen to on their own time. Give them an alternative to that: live and surprising radio.
“We are successful because our programming comes directly from the community,” she continued. “We are for the community, of the community, by the community. We think an LPFM can thrive if listeners can hear their voice on the air and will give their financial support to help it continue.”
WOWD has a 10-by-10-foot studio and two people on staff, keeping costs low. She suggested starting with donated time and equipment and finding a passionate team willing to make sacrifices.
“It’s a labor of love,” she said.
Free Range Radio
KHEN(LP) “Free Range Radio” on 106.9 in Salida, Colo., was founded in 2003 and serves a county with 20,000 residents. The station offers a variety of programming, including syndicated music and public affairs offerings, as well as some news offerings.
Mark Schoenecker, its executive director, said KHEN is a volunteer-supported station committed to building community through programming, education and outreach. He is the only full-time employee, working with 27 volunteer DJs.
“Our community is blessed to have a lot of live music,” said Schoenecker. “We have one volunteer who has made it his mission to compile a weekly schedule of those performances, and distribute hard copies to around 25 locations, our social media channels and our website. It generates thousands of views and solidifies our brand.”
He suggested that a new LPFM identify a vacant niche in its listening area and fill it.
“Engage with the community you serve in as many ways as possible,” Schoenecker said. “Try and identify as many champions of the cause right out of the gate and involve them with as many aspects of running the station as you can. Become acquainted with any community foundation available to you. They will be a critical resource in helping you find the financial resources you need.”
As for launching on a limited budget, Schoenecker has some suggestions. “Communicate with your local government (city and/or county) and see if they can make a property available for housing the station at a deeply discounted rate,” he said.
“Contact all the commercial stations and public stations to see if they have any equipment they’re willing to donate. … Search for and enlist the help of a grant writer or learn to write [grant applications] yourself.”
[Related: “10 Tips for Starting Your New LPFM Station“]
