It amazes me how many times throughout modern history that prognosticators have predicted the demise of radio. First, television would be the demise of radio. Radio maintained an audience by switching from drama to music entertainment (and talk radio).
Then, tape players, CD players, CD changers and Ipods were going to be the end of radio. The new rival is XM radio, of which 40% of Americans have never even heard.
The truth is, there is still a very large audience for radio. Radio penetrates 98% of American households, meaning that 98% of American households listen to radio. Furthermore, local radio draws bigger audiences than people think. Often, when one hears a small, local station announcing school lunches and obituaries, one thinks that no one would listen to that station. The truth is local radio is well followed and ad campaigns, if properly devised, work like a charm for minimal ad rates.
Take KSTA in Coleman, for example. I operate a 250 Watt (that is not a typo, 250 watts) radio station on the AM band that serves a county of approximately 10,000. This county is blanketed by some really good radio out of Abilene and Brownwood (mostly FM radio), yet when I go into town, it is KSTA that is playing in the store fronts. People greet me often saying, "I listen every morning."
KSTA is not a station you accidently find on the radio. Do people really tune over to AM and hit the "scan" button? No. You find KSTA because you intend to listen to KSTA. The last Arbitron survey done in Coleman County had KSTA listed as the top station in that county.
Which brings me to the purpose of this post. I think we need to revisit the idea of radio ministries. Done properly, radio ministries can result in souls saved and the body of Christ (the local church) being built up. However, to be effective, your audience has to be considered. Too many churches run their radio ministry as an encore to last week's services. The services and sermon are taped, and replayed over the radio the next week. There are times that your sermon needs to be targeted toward your congregation. Things said in those settings are not always appropriate to direct to your radio audience. Furthermore, there are things you may have to say to your congregation that you don't want all over town.
Charles Stanley has a great approach to radio ministry. He usually illustrates the coming sermon at the beginning of the broadcast with a radio skit or question, then the message, and he usually follows up with an interview that highlights his main point.
Other models involve having guests that you interview to relay scriptural and spiritual truths. The point is, the radio ministry has to be a ministry that takes on its own life, if you want to maximize efficiency. It takes committment, and most station require a minimum 6-month committment if they broker Sunday morning time to churches.
Most stations will offer promos with the time offered, meaning the station will basically air a number of commercials each week advertising your Sunday morning show. Don't miss this opportunity to introduce the audience to your church, as well as your radio show. It's hard to do in :30 seconds, but it can be done. Be creative, and whatever you do, don't cut a promo that says, "Hi, I'm (insert name here), pastor of (church name) in (Your city) inviting you to tune us in on (radio station) at (time) on Sunday mornings." Those words will go in one ear, and out the other.
I have seen churches greatly increase their reach through radio ministries. If you are contemplating a radio ministry, have questions about radio ministry, or need help with ideas or promo scripts, call me at (325) 200-8531, or email me at gracepointembc@aol.com.
3 comments:
Hey, I don't know if you know or not, but jerry Hanszen bought KWRD. Not, that I have time, but what is your advice about a radio ministry here on AM?
Cory, as we speak, Jerry Hanszen is finalizing his purchase of KPXI 100.7 FM (which currently simulcasts The Word Christian Talk format out of Dallas). Speculation in the industry is that Hanszen will make that station an FM sister station to KWRD-AM out of Henderson, so you might not be limited to AM after all. Jerry's a good guy, and committed to local radio, so all of us are happy to see him acquiring more stations.
A radio ministry at KWRD-AM is still profitable as the Henderson community (particularly the older residents of the community) has a great affection for KWRD. Keep in mind that some of the greats in Country music came through Henderson. Jim Reeves once owned KGRI, which was once KWRD's sister station. Tom Perryman, Dub Murray, as well as great radio personalities (Wes Dean, Don Jones, Leland Acker, lol).
Your first question in starting a radio ministry, or any ministry is "What do I plan to accomplish?" Generally, with radio ministry, it's outreach, but I've also seen churches successful in using radio as an added tool to teach their congregations. One church I presently have on the air at KSTA supplements their sermon topic with their ministry.
Once you have your plan in place, I'd go talk with the station. You will want to know how much it would cost for 30 minutes or an hour on Sunday mornings. Some stations charge by the minute, others just charge a flat fee.
Then, find out what the procedure is for getting your program to the station. Do they expect you to record it at your house or church and bring it in on cassette or CD? Or will they allow you to record at the station (KSTA allows both). Or, can you do the show live? Whatever the arrangement, make sure you are faithful in getting your program to the station ON TIME. When I worked for KWRD-AM, I was continually frustrated by a certain ABA church that would bring me their program five minutes before it was to air... even though our deadline was Friday by noon. Granted, today I would not be so frustrated, but having been lost back in those days, I didn't have the fruit of the Spirit known as patience.
Don't forget to ask about the free promos. Most stations offer these complimentary with a Sunday program, though these promos will probably not run in prime time.
Be prepared to pay in advance for one month, and don't be surprised if they ask for a 6-month or year long committment. Sunday morning time is valuable, and many stations don't want to squander it on a here today and gone tomorrow ministry. Plus, if the station is automated on Sunday morning, they'll have to do a considerable amount of computer programming to get your show on the radio. They'll want to make sure their time is well spent. You'll want the long-term contract, though, because you'll want to be committed to the ministry.
Radio ministry is just like starting a new worship service. It requires additional effort, preparation and committment.
Now as for content, I'll leave that up to you. If I were to start a radio ministry today (which I plan on doing eventually) it would be a one-hour show that would take on the feel of a variety show. There'd be some music, some guests, and some preaching. It would be a one-hour show aimed at presenting God's Word to the listening audience. It would also be a promotional vehicle for my church.
If you have more questions, keep them coming. If you want an "agent," I'll fill that role too... lol.
By the way, many believe that the best time to be on the radio is 9-10 am on Sunday morning. That time slot catches people on the way to church. If you are looking for unchurched people, 10am-noon is good. Early to mid-afternoon is not bad.
6-8 am on Sunday morning is less than desireable due to (a) people sleep in and (b) on AM, the station is at low power throughout the winter at these times. So, I'd shoot for a time between 9 am and 3 pm, though many stations will not sell time after noon on Sunday.
Feel free to ask advice from the station on timeslots as well. These stations want you to succeed, because they want you to stay on the air.
FYI, KWRD-AM has a 5,000 watt signal. They've got all the coverage area of a 50,000 watt FM.
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