The Herald Bulletin

Afternoon Update


October 19, 2013

Listening to the message

Bringing a message Christian radio adapts, grows



Hashley said the station’s target audience is 35 and older. He said roughly 60 percent of its listeners are women and 40 percent are men.

That creates a small overlap in audiences between Moody Radio listeners and 98.7 FM, WQME listeners. WQME is a Contemporary Christian station located near Anderson University at 1102 E. Sixth St.

Don Boggs, general manager for WQME, said his target audience is women between the ages of 25 and 54. WQME has listeners in both Madison and Hamilton counties.

In 2012, Arbitron, a radio ratings and media research firm, said that each week radio programming reaches about 93 percent of the population 12 years-old and older.

Both local radio stations take advantage of new technology to reach their listeners with social media and live streaming options, but Boggs said the expanding technology also means there is less advertising dollars to support radio stations.

“We have the potential to reach more people than ever, but whatever growth we have is being divided up and the advertising pie is cut up more,” Boggs said.

In fact, 90 percent of the industry's revenue is derived from advertisements and the recent economic downturn has impacted corporate budgets, Crompton said.

Boggs said in addition to online advertising, the way people are advertising locally has changed and evolved. For example, Boggs said grocery stores are now selling ads on their grocery carts.

“Technology cuts both ways,” Boggs said. “And change is always challenging.”

Like Traci L. Moyer on Facebook and follow her @moyyer on Twitter, or call 648-4250.

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