Those of us in the biz have studied at length how classical radio can survive, or even thrive, when its main proponents are in serious decline. Alex Ross posts a scary graph in his Feb. 3rd article in the New Yorker.
Every classical organization in America should print out this graph, pin it on the bulletin board, and ponder what is to be done. If the light-gray line doesn’t reverse direction in the next ten years, those organizations may begin to fold.
To give or not to give, that is the question.
Not-for-profit radio stations around the country are entering into the spring fund-raising season, facing the same challenges as last year and the year before that, and the year before that. The perennial challenge is engaging the listener in a conversation about the relevance of the station in peoples’ lives and the need for voluntary contributions to cover the station’s expenses. There’s a cause and effect dynamic at work. Programming causes listening, good programming causes loyalty, loyalty causes giving. In theory. Is that all there is to it, do the best we can with creating content and then ask for money – and we shall automatically receive?
WETS, a real stalwart on the classical scene for 34 years is switching over its weekdays to all talk, according to station manager Wayne Winkler. You can read about it here. Winkler says you can get music from so many sources: CDs, MP3 players, satellite radio…
If I’ve heard it once, I’ve heard it a hundred times, “We’ll be lucky to achieve our goals in this economy”.
We’re all in the same boat, this challenging economic boat – in the doldrums yet relatively secure, generally insulated, and comparatively safe – not untouched mind you, but our lifestyles are barely altered – we’re afloat. We may be thinking greener, driving less, recycling more, watching household expenses, packing lunch, eyeballing boxed wine for the first time and generally curbing our consumption but at a pace that could be characterized as a stroll. No real urgency.