A Loss of Classical Music on the Radio Can Turn into a Win-Win Situation for Everyone

July 9th is the day when classical music will go away for most KVOD classical music listeners in Northers Colorado. On the 9th, KVOD switches to 88.1 FM, which will only serve classical music listeners who reside within the 303 area code. Colorado Public Radio (CPR) press releases regarding their pending change for CPR's 90.1 FM station in Denver suggests that classical music listeners up north should tune-in to on-line broadcasts of KVOD, or continue listening to 90.1 FM with an HD receiver to continue hearing classical music that will now appear on one of Colorado Public Radio's HD channels.

Several options exist for Colorado Public Radio to continue bringing classical music to Larimer-Weld Counties when KVOD goes to 88.1 in Denver:

• For CPR, the most expensive ventures would involve the purchase of a commercial or non-commercial FM radio station serving the Fort Collins, Loveland, Greeley area.
• But there is a simpler way for CPR to continue serving loyal listeners. By placing KVOD classical music programming on the KCFR/90.1 FM HD-2 channel, half of the problem is solved.
• The other half of the equation, from a PUBLIC relations standpoint, utilizes an example from another major market public radio station 2,000 miles away.

Several years ago, WAMU at American University in Washington DC ended its very popular, long-running bluegrass format, in favor of news/talk programming. Bluegrass was delegated only to Sunday evenings. The switchboard at the station was lit up constantly for months with complaints from disgruntled bluegrass fanatics.

Today, WAMU Bluegrass Country is back, 24/7, heard over WAMU's HD-2 Channel, while their main FM service continues airing its' News/Talk format. Last September, WAMU paid a little less than ONE HUNDRED DOLLARS-per-unit to buy 1,000 HD Receivers, which the station gave to the first 1,000 donors who donated $100 or more during WAMU's Sunday evening Bluegrass program. The offer extended over two fund drives for the station. WAMU went the extra mile; they set a very wise precedent. It raises a fundamental (yet essential) question for CPR brass:

In today's volatile radio world (where daily, weekly, and monthly, THOUSANDS of people are choosing satellite radio, I-pods, and other listening choices over conventional radio), can CPR afford to stand back and watch the erosion in support accelerate because they did not show true, good faith with their classical audience in Northern Colorado?

WAMU's break-even policy on the matter (no money gained by giving donors an HD receiver for cost, after receiving a minimal $100 donation) will pay great dividends down the road in terms of public relations and audience growth. For CPR, the numbers are simple. The Fort Collins-Loveland-Greeley triangle is expected to have more than 700,000 residents by the year 2030, thus posing another essential question:

Can CPR afford NOT to take some positive action?