Dan Schumacher is the general manager and faculty advisor for Texas State University’s student-run radio station, 89.9 KTSW(FM). He has held the role since 2001, back when the San Marcos-based school was known as Southwest Texas State University.
Schumacher traveled with three of his students to College Broadcasters Inc.’s National Student Media Convention in Denver. The four-day annual convention, which drew approximately 400 members of student-run organizations, included two students who were a part of Cleveland State University’s former WCSB(FM). They shared their story following the station’s transfer to Ideastream via an operating agreement.
Overall, the vibe at the convention, he said, was one of positivity. Those feelings ratcheted up when Schumacher realized he was the recipient of the Dave Black Excellence in Advising award for a station or program advisor of “exceptional dedication and service to student electronic media operation.”
He knew that he had been nominated by his superior, the director of the school’s journalism and mass communication’s program, Judy Oskam, but actually receiving the honor was a wonderful surprise.
“It was particularly humbling to receive letters in support from former students,” Schumacher said.
But with the level of engagement at KTSW, it’s easy to see why he is regarded so highly. The station, staffed exclusively by Texas State University students, has approximately 210 volunteers, flanked by a 14-member student executive board.
Schumacher senses those feelings across college media.
“Are there challenges? Yes,” he explained, alluding to the recent WCSB transfer for instance. “But we’re all just chugging away at our media operations, working on increasing student interest.”
Shifting audiences
In Schumacher’s experience, when he surveyed students both at KTSW and in the classroom as a professor in the school’s journalism and mass communications program, he said approximately 20–25% of students say they listen to traditional radio, and oftentimes that level can be less.
In a recent guest column we featured, Jerry Del Colliano, a professor at the Steinhardt Department of Music and Performing Arts at New York University, described the “mom influence” factor, in that Gen Z’ers will gravitate toward the stations their mother will listen to while shuttling them from place to place in the car.
Schumacher said this is a reality.
“We participate in Vinylthon every year, and I’ve heard the DJs make references to ‘hearing this record from my mom’,” he explained.
In the past, maybe adhering to the more traditional college radio mindset, he had advised students that if your parents like the song, KTSW shouldn’t be playing it.
“Unless your mom is really flipping cool,” he said.
But against typical stereotypes, the current crop of 18–24 year olds, he explained, have discovered an appreciation for music that was popular in the 1970s and ’80s.
Recent instances include a student host talking about their fondness for the Eagles and Paper Lace’s 1974 pop rock ballad, “The Night Chicago Died.”
“And I’m thinking to myself, that’s definitely not traditional college radio material,” he said.
As a result, Schumacher is less likely to push back on pop-laden specialty shows, instead seeing them as a way to potentially attract a larger audience for KTSW.
The station’s regular music programming typically includes an eclectic mix of what it describes as “college rock.” But KTSW airs eight specialty shows either on a weekly or bi-weekly basis and a 4–6 p.m. afternoon drive program, “Other Side Drive.” Students also produce weekly newscasts.
“I’ve always said that we’re Spotify with a personality,” Schumacher said.
In a blend of the old and new, he’s also workshopping the addition of late-night request blocks with dedications and shout-outs. It is a radio feature from days gone by that he feels will resonate well with college students and young adults.
Seize the moment
KTSW’s FM signal is no slouch. As a Class C3 16 kW FM signal licensed to San Marcos, roughly halfway between San Antonio and Austin, KTSW covers a healthy amount of the I-35 corridor.
Although San Marcos is not Nielsen-monitored, Schumacher said the FM signal still matters, along with its streaming and on-demand content posted to Soundcloud and Spotify.
“In particular, the radio audience is there for our sports broadcasts,” he said. KTSW airs or produces broadcasts for Texas State University and San Marcos High School athletics.
To keep itself financially sound, the station does underwriting — Schumacher said it intentionally keeps rates low. But effort has been spent putting together a student-run sales and marketing department, he said, which has resulted in multiple applications for its account executive positions on the spring 2026 executive board.
Schumacher shared a recent story on Gen Z’s College Radio revival with his board. It’s led them to brainstorm ways to come up with not just programming, but promotional materials, that win back people who want to enjoy music with a personality.
“It’s about seizing the moment to create programming and materials that will resonate with audiences who are turned off by algorithms,” Schumacher said.
