Way back in the day, I loved to listen to 104 FM for their wonderfully selected “alt” music. They went under due to a format change to smooth jazz or something. “REV” 105 sprung up soon afterwards—providing me with a fresh, fun, interesting playlist that was NEVER THE SAME (i.e.: not formatted). Like all good things, the REV came to an end and I switched over to talk radio or my own CD mixes for my in-car listening.
I heard from a classmate of mine that a new REV was on the air in the Twin Cities—complete with the same REV 105 DJ’s that I used to enjoy 10 years ago. It’s called “The Current” and it’s on 89.3 FM.
After class, I removed my General Patton vs. the X-ecutioners CD (see review below) from my CD player and turned my radio to FM (something I haven’t done in YEARS) to give The Current a shot. I was given a good 3-song mix of musicians I haven’t heard of, but I wish I had—as they were neat songs that I actually enjoyed. Granted, the next couple songs were crappy folk songs—but all in all, I was digging this FM radio station!
Then it happened. The DJ did his best PBS telethon impression and begged me for money. Wha? Turns out that The Current is a part of Minnesota Public Radio. Ewwwwwwwwww! What, you realize that your music is too obscure to sell advertising—so you give up and start begging? I went back to my CD.
Before cable, I really enjoyed PBS. I loved the documentaries on bugs, rainforests, and volcanoes. But after cable became more available, I realized (and the smart programmers realized) that Discovery Channels, Animal Channels, Bravo, etc. could exist, create a niche, AND sell advertising BECAUSE of the specialized niche that this channel created. (This is when I stopped watching PBS.) It’s advertising 101 here, folks. This is why magazines can exist for super-specialized topics. Basket Weaver Enthusiast Magazine can thrive because all the suppliers of wicker know exactly where to put their advertising money. Why can’t radio do the same? Sell your space to the alt-crowd. Sell ads to the Electric Fetus, PETA, local clubs, Ragstock, women’s razors, whatever. Well, maybe not women’s razors… the alt crowd isn’t known for its hygiene. If the ads don’t sell, move to satellite radio! Find a niche there!
So, I looked at the financial reports of MPR (they don’t divulge much, though). Our government “only” provides 11% of MPR’s budget. 11% of what? I don’t know, the website didn’t say, but it is a $10 million radio station. That’s not the point, though. Government funding for radio should be 0%--and until The Current is 100% donation/advertising funded, I won’t listen. Oh well. Back to my CD mixes and AM radio. At least I can guarantee that Ani DiFranco will never show up on those.
Dedicated to the essentials of happiness: philosophy, basketball, music, coffee and doughnuts...
3 comments:
I see your point but here's two thoughts:
1)I won't pay a monthly fee for satelite radio, so I'm very glad and thankful that The Current allows me to hear artists like Tom Waits, The Shins, Nick Cave etc...
2)Why do you think the Rev came to an end? There simply aren't enough music listeners with taste to support stations like this without donations.(hence Clear Channel and Viacom's domination of the airwaves). I hear you're advertising 101 speech, but in todays market it just isn't feasible for a "tasteful" station to exist. The listeners aren't there.
Yes... I am not against asking for handouts--as long as it's not from the government. Why not have ads supplemented by donations? I just can't get behind a radio station with government help.
So lemme get this straight...you like the music, but you won't listen because you don't get to listen to commercials?
So you have to listen to a guy ask for money twice a year. Big deal. If the music's good, why do you WANT to hear comercials? I'm confused, and you're no longer my friend.
Post a Comment