Marketing a new classical music station

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Here is the third article in our series adapted from contributions to the Association of Music Personnel in Public Radio’s e-mail list. In this installment, General Manager Douglas Evans and Marketing Manager Jason Hughes discuss their promotional campaign for a brand-new all-classical station — Miami’s Classical South Florida.

In October 2007, American Public Media officially started broadcasting on WKCP 89.7 in Miami/Fort Lauderdale and on 101.9 in the Palm Beaches. Since the demise of commercial station WTMI, South Florida had been without a radio station devoted to classical music. While there are two other public radio stations in the South Florida market, only WKCP broadcasts classical music 24 hours a day, seven days a week.

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WGBH offers more info about WCRB purchase

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Boston’s WGBH has created an “online resource room” about its purchase of commercial all-classical WCRB. It’s a way to keep up on the latest news about the new station and provides a chance to sign up for e-mail updates as well. The page also features a letter from WGBH President John Abbott: In this most classical of cities, we’re fortunate to enjoy many cultural riches, from the Boston Symphony Orchestra and New England Conservatory to Handel and Haydn Society, Boston Lyric Opera, and the Longy School of Music, to name just a … Continue Reading

Keeping classical radio vital for the future

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This post continues our series of articles written by professionals in classical public radio, as originally posted to the Listserv of the Association of Music Personnel in Public Radio. Here, Jack Allen, president of All Classical FM in Portland, Ore., shares his thoughts about how classical stations can work to reach their full potential.

Station health and vitality start with a clear vision for the future that takes into account any limitations facing the organization. There are no secret formulas for how much classical music to play or whether to play Handel followed by Chopin. Ever since Audience 88, we’ve known to focus on listeners (their needs and expectations) and to be deliberate about weaving an intelligent musical tapestry that’s daypart-appropriate. Now it’s time to look at the underpinnings of our good efforts. A good place to start is by analyzing several critical areas for alignment with your mission, vision and values and a correlating, if necessary, revitalization.

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Cape Cod Station in Bankruptcy

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Classical WFCC on Cape Cod is part of a cluster of stations whose parent company, Sandab,  filed for Chapter 11 protection on Wednesday.   We’ll keep you posted. Mike has an inspiring post for Monday called Keeping Classical Radio Vital for the Future, by  Jack Allen, P.D. in Portland OR.  It’s another example of what I consider “serial encouragement” that should help counterbalance all the discouraging news. Have a great weekend.

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