The Platform Matters

I recently sent out a post about WOSU's decision to sell its AM signal. WOSU had recently transitioned its news audience to 89.7FM. The change was made possible after the station had purchased another FM signal and moved classical programming to that signal.

The transition to FM for the news programming was, unfortunately, 25 years late. The radio platform preferred by the Boomers (NPR's prime market segment) is FM radio.

I'm spending some time helping with the production of the Real Life Survival Guide. One of the goals of the program is to continue the conversation on-line. We were frustrated by the scant participation through the program's website. (Of course, there's that scary moment when we thought nobody cared.) Through the help of our web guy, Gary Choronzy, "the new RLSG / Facebook comment integration is now live. what this does is synchronize site comments with FB conversation threads. to see it in action, see Bruce's latest post:"  http://reallifesurvivalguide.com/2011/12/09/whats-the-best-way-to-get-started-on-an-exercise-routine/

We're trying to increase awareness of the program and increase participation by utilizing Facebook...the platform used by most of our listeners.

WOSU Moves Off AM Dial

A couple of inches in the Columbus Dispatch notes the end of WOSU broadcasting on the AM dial. 820 AM was sold to St Gabriel Radio. 820AM had been simulcasting WOSU's NPR News service with WOSU, 89.7 for about a year.

Public Radio's primary audience, Baby Boomers, moved to the FM dial in the 70's. The move to 89.7FM by WOSU may have been long overdue.

In fairness, the move was delayed by WOSU's long time members who loyally supported classical music. The change was made possible by the acquisition of WOSA. Classical music was moved to 101.1FM. That freed up 89.7FM to be used as an all news outlet.

Show & Tell: Entertainment News

WOSU Makes a Bold Move Shift Signals

WWCD, WOSU shift signals

WOSU finally gets a news/talk service on the FM dial. In a deal with the owners of commercial station WWCD, WOSU will be able to broadcast classical music 24/7 at 101.1 FM in the Columbus area. The article in the Columbus Dispatch says WOSU will now simulcast the news from their AM station (820 AM). There are two significant factors.

• The highly educated NPR audience prefers the FM signal over the AM signal. WOSU should see sustained growth for its news and information service.
• The classical audience now has a dedicated service. This tactic is working well for WCRB in Boston and WQXR in New York.