Making waves

Part 5

by Kristen Lombardi

Across the nation, community radio sounds like a bastion of democracy in a profit-driven world. Commercial stations typically spin pop stars or syndicated hosts. And public outlets, even National Public Radio affiliates, can't boast of such duty to localism in programming and participation.

"Community radio is the last toehold of democracy on airwaves," says Lynn Chadwick, president of the National Federation of Community Broadcasters, which advocates for its 150 members (including 'CUW).

This makes it imperative for community stations to move beyond survival. Stations, naturally, have a tough time achieving solvency, since they rely on public support. But, experts say, they're not destined to operate hand-to-mouth either.

"Financial crises aren't healthy," says Baskas, KBCS manager. A station, she adds, "can't [operate] like that for long without hurting programming, and community."

Baskas ought to know. Arriving at KBCS, she discovered a station caught in confusion. Its budget had bottomed out, resulting in shoddy equipment, poor programs. Baskas made changes, upgrading the transmitter, altering the format, hiring staff (paid program and music directors). But initially, she says, she had to "clean house and get rid of internal caca."

"People get possessive in community radio," she says. Emotions hinder operations, make dialogue difficult. Stations, she adds, "have to move forward. Those who aren't willing to should walk away."

With progress in mind, stations in dire straits can turn around. Take Provincetown's community station WOMR-FM. A few years ago, the station suffered from meager finances, unreliable equipment. Its 1000-watt transmitter was in such disrepair, it failed while programs were aired.

"Once the transmitter went out, listeners gave up on the station," explains Bob Seay, WOMR executive director.

To keep alive, he says, the station took risks. Board members borrowed money for a new, 6000-watt transmitter -- fixing signal problems and expanding its audience reach. They hired Seay, who spent 25 years in commercial radio, to bolster finances. By boosting underwriting, grant, and membership bases, Seay's pulled WOMR out of debt in a year.

"Financial problems and bad equipment can doom a station," Seay says. In WOMR's case, he adds, "The board got smart and hired a professional, to help with credibility as much as anything else."

Not all struggling stations need complete overhauls, of course. Most need one thing -- clear focus. WMNF, for instance, is known across the country for its success. (It, believe it or not, can raise $250,000 in seven days.) Wynne now oversees its format and, he says, vision breeds results.

"Our station has a focus, which widens our audience, makes it easier to raise money and attract volunteers," Wynne explains.

In other words, WMNF targets audiences. Much like commercial radio, it produces programs that cater to desirable groups. It's also rearranged formats to allow for consistent programming; its morning show is five hours long, for instance.

"Our station's programming isn't as diverse as it could be because of our focus," Wynne says. "People like consistency in radio. Good community stations recognize realities of how people use radio."

'CUW could come up with a constant daytime format, leaving specialty shows for evenings and weekends, Wynne says. This would help widen its audience, but there are more obstacles 'CUW must reckon with.

"I call it the `double disadvantage,'" Wynne says. 'CUW has a weak signal, which limits audience and, he says, "it [operates] in an environment of intense media competition. There are good, noncommercial Boston stations that come into Worcester."

If such competition makes business at 'CUW harder, it also makes solvency more essential. The station continues to survive; after all these years, it seems invincible. But experts like Chadwick aren't so optimistic, what with "all this change nowadays," she says.

"Financial pressures are greater," she says. Buyouts have made community signals hot commodities. To ward off threats, she adds, "people need to see the station as a team effort [so it] can grow."

Clearly, the critics' impossible dream isn't incredible. Yet Worcester's community station continues struggling, scrounging up the necessary cash to fix severe repairs and pay bills.

So far, the station hasn't grown because of one thing -- dynamics. Programmers, primarily, keep a safe distance from operations, choosing instead to host shows, raise money at pledge time, then leave the building. Those who gripe about station leadership do so privately, refusing to speak out, for fear of "being ousted." Meanwhile, Cutroni and board members exhibit bunker mentalities, painting critics as enemies and fighting to maintain status quo.

So goes the 'CUW story. A place, Silverberg says, "where change is next to impossible. The inertia is awesome."

No doubt, 'CUW has survived many things. But how long can a community station go on with quietly bickering teams? Well, as Kaczyk put it, Wait and see.

Kristen Lombardi can be reached at klombardi[a]phx.com.

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