Radio programmers and program producers may want to start their exercise programs now, so they'll be in shape for all that walking.
The other notable memory from the 1999 NRB convention was the SCRIBE- coordinated workshop on news: "Informational Programming that Attracts and Maintains Your Audience." This was the second year in a row a major and informative news workshop was on the schedule for NRB.
The session was highlighted by some of the research that has been done by non-commercial Christian radio stations that pushed them to put some of their hard-won donation dollars into a fulltime news operation.
WBCL-FM in Fort Wayne Indiana developed its news department in the early 1980's after survey information indicated a strong following of listeners who turned to another station for only one reason, news and information. "We decided it was time for us to become full service and not give them a reason to turn away," said general manager Char Binkley. "We have never regretted that decision," she added.
The station's news is monitored by city leaders, other media and community activists. Two fulltime staff people in Fort Wayne and a part-time assistant in their Ohio sister station report the news. It has become a major commitment, taking ten percent of their annual $1-million plus station budget. "With the credibility we have in the community, it's well worth the money," she concluded.
Tim Yazel, WBCL's assistant manager for operations, said other Fort Wayne stations have virtually conceded the news niche. Sometimes WBCL is the only radio station that shows up for local news events and offers live election coverage. In addition to the local emphasis, he says, almost every newscast has some kind of religion news story.
Voicers and actualities recorded as WAV files on computer have become the primary method of transferring news between bureaus. Yazel says they use the internet extensively to collect information for use in their news coverage.
At the campus of Cedarville College in southern Ohio, CDR Radio Network General Manager Paul Gathany initiated a news emphasis a few years later, in the mid-1980's. "Our objective is to help listeners understand the Word of God and understand the world in the light of the Word of God, while redeeming the time," he said. "The distasteful news provides a framework for Biblical action."
A 1983 "Radio Wars" study conducted for the National Association of Broadcasters revealed that people listen to radio for more than just music news and personalities. They're looking for "emotional, social and intellectual satisfaction." A follow-up study indicated that different types of people were looking for different types of listening experiences. Seven different basic types of listener groups were identified.
Gathany says CDR did their own study in 1986 and found there were no significant differences when midwestern Christian radio listeners were compared to the national NAB data. CDR decided to target their programming to groups called "Info-Maniacs" (who are interested in lots of helpful information) and "Friend-Seekers" (who also want intellectual stimulation as well as music and personalities).
CDR's Impact News was developed six years ago, designed to focus on news of "ethical, moral, religious, family significance." Gathany says Impact News has given the station a credibility edge and attracted the attention of local decision makers. It has also increased their audience in numbers and loyalty and income.
More specifically, he said, "annual income growth has been 20 to 34 percent per year since 1987, when we began to be more news oriented."
News is "a part of our responsibility to serve our listeners," said L. B. Lyon, who heads the SCRIBE Award-winning news department at KCBI-FM in Dallas. Like WBCL & CDR, KCBI sees news as compatible to the ministry, Lyon talked about incorporating a call to prayer within news and traffic when the situation warranted it.
KCBI news produces 19 local newscasts each day and a four minute "Metro Watch" feature. Agreements with two local TV stations and local suburban newspapers help keep KCBI on top of what's happening. "There is no reason for anyone to go anywhere else," says Lyon, who's been reporting on radio or in television in the Dallas market since 1982.
The many awards collected by KCBI news is attributed to extensive self- analysis. "We aircheck and critique," said Lyon. They also target news at listeners in various dayparts, mentioning a computer news feature that's used after 5pm to reach commuting male listeners. "If it doesn't sound good, we don't put it on the air," he said.
- Gordon Govier