Looking over the release from WUFT about the success of their first drive after the format change to news and information, I was reminded of how some listeners will never come to terms with the change and never forget what I did to their favorite radio station.
This past weekend I was out collecting data and information. One of the people I polled asked what I used to do. I told him I worked for public radio without getting into specifics. He immediately offered that he doesn't give to the station I managed anymore. He was upset that the station dropped classical music in favor of news and information. I pointed out there were still four other stations offering significant amounts of classical music in the market, and that maybe the program change was a combination better serving the community and a good business decision. His reply was, "I bet they've lost a ton of listeners and nobody supports them anymore." I did not respond directly. I said something like it's always difficult for listeners when their favorite radio station makes a change like that. (It was four years ago.)
Then he added, "you know, I stopped giving when they took Robert J. Lurtsema off the air." That was in 1989.
Despite making changes for all the right reasons, and despite longstanding positive results in community service, some listeners will never forgive or forget. Radio is a personal medium. Strong listener loyalty to a particular format can create some very strong feelings. For this former listener, the feeling never subsided. For him time did not heal.
Gainesville, Fla.–Public radio stations WUFT-FM 89.1 and WJUF-FM 90.1 recently completed one of the most successful listener membership campaigns in the stations’ history. This was the first full membership-pledge campaign since the stations changed format last August to primarily news/talk programming on WUFT/WJUF-FM, while also adding high-definition programming such as classical music on digital sub-channels. WUFT and WJUF-FM are part of the University of Florida College of Journalism and Communications Division of Multimedia Properties (DMP).
The Spring Fund Drive, from April 21 through May 1, received 1263 pledges of nearly $128,000, which exceeded the goal of $120,000. More than half of the contributions were from new members, with the remainder coming from renewing and returning members. Added to the almost $15,000 pledged during the March 18 one-day sweepstakes drive, the total amount was more than $143,000.
Randy Wright, DMP executive director, said, “Our staff is thrilled with the support our listeners have shown during the spring membership drive. To over-achieve our goal by such a wide margin, and to welcome so many new supporters to public radio in north central and mid-Florida, is truly gratifying.”
WUFT-FM 89.1 and WJUF-FM 90.1 broadcast three steams of programming to 19 counties in north central and mid-Florida. The first broadcast steam, in both analog and HD1 digital format, features news/talk programming from National Public Radio (NPR), Public Radio International (PRI) and American Public Media (APM), along with variety and music programs. HD2 features 24/7 classical music and HD3 features 24/7 old time radio programming. HD1 and HD2 are also available at
www.wuftfm.org.
Pledges of support may be made at anytime via the website.
