HOW COLLEGE RADIO STATIONS CAN SIGNAL THEIR VALUE TO THEIR LICENSEES • INSIDE WSUM, MADISON

Earlier this week [link], we reported about four college radio stations that have gone silent or are considering signing off. 

Though this trend has been happening for more than a decade,  lately the number of college stations vanishing seems to be increasing.

The major reason why universities are pulling the plug is that the leaders of universities feel that their "campus" station brings nothing of value to the institution.  

In other words, they are expendable.

Colleges and universities are experiencing budget contractions that force administrators to make tough choices. 

Looking at the ROI, the “return on investment”, often makes the decisions. Many college stations offer no good reasons why their university should continue funding them.

Most of the institutions are what we call “accidental broadcasters.” They acquired their FCC licenses in the 1970s and 1980s when the cost of entering the radio business was much cheaper. Now, when higher education budgets are so tight, “accidental broadcasters” tend through in towel rather than investing any more money in the stations.

 For instance, we recently reported that the University of the South, located in Sewanee, Tennessee, mailed the license for their student station (WUTS) back to the FCC.  The university announced the give away while students were on the Christmas break.

We know that there is many other college radio stations that are, or will soon, face the same existential threat. So, it seems like a good time to suggest ways college stations can increase their perceived value to their licensees.

BEST PRACTICES FOR COLLEGE STATIONS TO SIGNAL VALUE TO THEIR LICENSEES

Just to be clear, we are talking about only stations that are licensed by the FCC. Online and carrier-current stations exist in their own realities.

David Black

To provide a real world perspective we are joined by David Black, GM of WSUM at the University of Wisconsin in Madison. 

WSUM is not a typical college station, However, their successes might be adapted elsewhere

We asked Black how WSUM shows its value to the leaders of UW.

Black: “Until last year, it was easy to communicate the value to the licensee because all 27 campuses in the UW System are governed by the Board of Regents.”

“However, the UW System has recently was decentralized, so we don't deal directly with the licensee in that way now.  We instead deal with UW-Madison campus, which acts on behalf of the Regents when it comes to our license.”

• BEST PRACTICE: MAKE CERTAIN EVERY ONE AGREES WITH THE MISSION STATEMENT, PARTICULARLY THE ADMINISTATION

Black told us that the key is making certain that everyone involved knows and agrees with the station’s mission statement:

Black: “We fill out an extensive number of budget applications and provide mid-year and end-of-year reports. The documents offer us the opportunity to show how our actions are in line with our mission.”

“UW-Madison has a mission that may not be unique, but is aptly encapsulated thusly:

Quoting from UW’s Mission Statement: “We believe that the great state University of Wisconsin should ever encourage that continual and fearless sifting and winnowing by which alone the truth can be found.”

“The fact that the UW has the fearless search for truth in its mission, it gives us a true north principle for executing our mission.”

“We try to ‘live our mission’ by having it posted in two different places in the station and referring to it more than occasionally.”

• BEST PRACTICE: WATCH FOR “LICENSEE FATIGUE”

Black: “We are very much a believe in preventing the kinds of issues that create 'licensee fatigue.’ These include indications that university leaders have grown tired, or maybe bored, of being responsible for the station. We simply had to do everything right from the beginning, so we have always been 'justifying our existence' from the very start.

One way to deal with this reality is to put something new on the table. We recently talked with UW’s senior management about our desire to expand our outreach people in the entire Madison metro area.

BEST PRACTICE: REMEMBER THAT UW STUDENTS ARE THE CORE CONSTITUENCY

Screen-shot from WSUM’s “Welcome” video

Black: “Our annual budget is around $395,000. The top sources of funds are student fees, underwriting and members. Our ‘Friends’ foundation also receives donations.”

“We let UW students know that we consider them to be our bosses. We see our constituency to be as important because we are an educational station.”

“As a way of providing extra value to our student population, we have added online-only streams of music and sports broadcasts. Plus we offer a variety of podcasts.”

GOOD ADVICE FROM WSUM’s MEDIA KIT

DESCRIBE WHO LISTENS TO WSUM?

40,000+ students, young teachers, and esteemed professors at UW-Madison • 15,000+ students, young teachers, and esteemed professors at other local colleges
• Madison’s nest urban professionals, parents, and high school students • Dane County and the greater metro area

TELL LISTENERS ABOUT SPECIFIC THINGS THAT THEY SUPPORT

• Strengthening WSUM’s on-air signal       

• Maintaining WSUM’s online streaming

• Providing an opportunity for 150+ students and community members to 
engage in broadcasting

• Supporting WSUM’s Snake on the Lake festival in September 


HAVE AN UNDERWRITING PLAN THAT REFLECTS THE STATION’S TRUE VALUE

• Credits cost $30 per spot

• The cheapest spot is $11, in a long-term package