TAB 1: New Music Format

In September 1997, one week after Philadelphia’s long-time commercial classical station, WFLN, was sold for $85,000,000 and changed formats, Temple University’s WRTI, an all-jazz station since 1958, acquired WFLN’s collection and added classical music to its format.

On weekdays, WRTI would air classical music from 6 a.m. until 6 p.m., and jazz from 6 p.m. until 6 a.m. Saturday daytime hours were devoted to classical music (except for a 30-minute talk show at 6 a.m. and a 40-minute arts news show at 11 a.m.), while Sunday daytime hours were devoted to gospel or jazz until 3 p.m. Weekends also included syndicated programs such as Piano Jazz, Jazz 20 Profiles, and From the Top, as well as live broadcasts of performances by the Metropolitan Opera in season.

WRTI’s swift move not only prevented the demise of classical music radio in the nation’s sixth largest market but also benefited the station by drawing increased listeners and contributions.

TAB 2: Station Growth

In the summer of 1997, prior to adding classical music broadcasts, the station had approximately 6,500 average-quarter-hour (AQH) listeners. By the fall of 2005, the AQH audience had reached 18,300—a gain of 180%.

Membership also grew. In June 1997, WRTI had 3,371 members; one year later, membership was 9,411. It continued to rise, reaching 15,000 by 2005. For the fiscal year 1997, the station received approximately $259,000 in member contributions. In 1998, this amount increased to about $390,000. Member contributions continued to rise almost every year, surpassing $1,000,000 in 2003. In 2005, the station garnered $1,200,000 from individual members. A decline in contributions and membership numbers in 1999 and 2001 reflected some strain from the station’s rapid growth. To manage the expansion, the station hired a chief financial officer in 1999 and a membership director in 2001. Both members and contributions rose following these staff additions.

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Question # 42, Date : 20-Jan-2021
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