Radio Waves Podcast #345

 Radio Waves: July 1, 2022

Can consumers help improve radio’s success?

Brian Winnekins knows radio. AM radio in particular, with special knowledge of analog AM stereo. He should … as owner of  “Reel Country” WRDN/Durand, Wisconsin, he bought a former has-been AM station that was often off the air or operating at reduced power, upgraded the transmitter site, added an AM stereo (C-QUAM) system and provided programming of interest to the local community.

Now he’s the owner of a successful (though admittedly small-town) AM radio station, and has become one of a small but growing number of small station owners acting as a united voice promoting AM, AM stereo, and highlighting the struggles felt by such owners such as the tremendous burden placed on music stations by the various music licensing companies.

Winnekins programs WRDN like the old days, with programming of help to local farmers in the area. Besides the requisite country music, listeners can tune in to information on agriculture trends, farm reports, local sports, and of course news. It is the only station providing programming specifically targeted to Durand.

I suppose in some ways, the purchase was an extension of his own interests – prior to buying WRDN, Winnekins was a farm reporter for another station in a neighboring town. Now as an owner, he doesn’t mind sticking his neck out in an attempt to attract attention to ideas that can help AM stations better compete.

Recently Winnekins attended a Wisconsin Broadcasters Association conference session on “The Connected Car – What Does it Mean for Radio?” and included a representative from Xperi, the company behind numerous audio and video technologies including HD Radio, Connected Car technologies, DTS and more.

“During his presentation, he talked about how Apple and Google are trying to use their operating systems not only for the ‘infotainment center’ but even the dashboard,” Winnekins told me. “He also mentioned how it gets harder and harder to keep radio as part of car entertainment systems as manufacturers focus on newer technologies. He said convinced one company to keep AM by showing them the number of AM affiliates for sports teams.

“I was able to talk with him after the session and I brought up the idea that we need to end the ‘analog vs digital AM’ war – such that radios should be able to receive both analog stereo and digital HD –  and have receivers just tune up the dial from 540 AM to 108 FM with no ‘band button.’”

Winnekins says that the representative from Xperi said he is open to both ideas. But … automotive companies will only put options in their products that they believe their customers want. That means for AM to truly have good receivers, customers need to demand it.

“The car companies will NEVER do anything unless people who are upset that their radios sound awful actually complain,” he explains.  And it needs to go straight to the manufacturers, not the dealers. And certainly not social media. “If people are just going to continue to complain on Facebook …  or the ‘radio experts’ (some of whom are owners!) continue to say that radio is dying, IT WILL DIE,” he says.  

“Frankly, this ‘woe is me’ crap or this ‘well the consumers don’t care about radio and want internet garbage’ is a self-fulfilling prophecy,” Winnekins says, adding that his own experience proves people will listen given the right programming and that consumers do indeed like the sound that better radios can provide.

“I’ve had farmers stop at the station with their old work trucks, and they are impressed with the way the station sounds on those radios … but then ask why their new $70,000 truck doesn’t sound as good,” he explained. “So here we have people who like the sound of  our signal on a good radio … shouldn’t we find a way to help them complain to the car companies about their new lousy radios rather than constantly lamenting that ‘radio is dead?’”

Want to hear it for yourself? Like WION/Ionia, Michigan (i1430.com), WRDN streams their signal as received over the Am airwaves by an actual AM stereo tuner, in this case a Carver TX11a. “Tune in” from the station web page at reelcountry1430.com.

New KROQ

The effect of Kevin Weatherly’s return to the programming position at KROQ (106.7 FM) is already having a positive effect. The station suddenly has a sound more in keeping with its history … a vibe, of sorts, that I have not heard in years. It’s as if everyone is suddenly proud to be there, rather than just “being there.” More oldies than I prefer, but at least some new music. So far I am liking it.