What A Reality

December 20th marked a day of revelation at the meeting of the Chicago Area Gospel Announcers Guild. There has always been a negative "stigma" associated with "Gospel or Religious" brokered programs and it was refreshing to hear the realization of change being needed in the area of gospel and religious brokered programs.

Sparked by a spirited and passionate commitment by the guild president, a cadre of member communicators led a panel and voiced various views on how to improve the presentation of the brokers or independent programmers. The realization was that the commercial radio industry will be limited in it's impact to the Gospel and Religious community because of fiduciary concerns. I began the discussion with my two cents on the state of the industry and the impending changes that an Obama led administration might bring to the FCC.

What I did not say in the meeting is this,” that both radio and music the music industries will suffer from the recession. Advertisers no longer believe in radio. As a result, because of less revenue radio will use automation, syndication, and more new technology to keep itself afloat during these trying times”.

In some cases there may be attempts at more consolidation and corporate downsizing. Every one's job is at stake. However, the impending storm for commercial radio will reopen opportunities for "independent programmers" to create new types of "local" programs where ministry is needed. Key points for brokers are content, personality, localization, professionalism, ministry, and commerce.

Let's first defined what needs to be redefined.

It is stated by some that Jack L. Cooper began black appeal radio in Chicago over 75 years ago. His program the All Negro Hour was one of the first to play the newly named and created "Gospel" music. In addition, Mr. Cooper is recognized by some to be the first Black DJ.

Well, what's the point with going all the way back to the early days of radio? It's been said that you don't where you're going unless you know where you've been. And the history of black appeal radio is something that can help the independent programmers today.

You have to understand in the early days of radio black people had to pay their own way. Black folks were not hired to be an on air host. It was not until 1946 that station ownership by an African American became a reality at WERD in Atlanta. Also, it was not until the late 40's that an African American was paid by a station to be a host of a radio show. African Americans paid for their air-time to be on the radio. Radio is an important part of the African American culture. Look at how far African American's have come in radio. And yet there is still a long journey ahead.

As my grand mother would always say, "you gotta pay the cost to be the boss. " And the early black appeal radio pioneers paid the cost, purchasing time on radio stations because they wanted to make money as well as uplift the community. And the harsh reality was that black men or women were not hired to work in radio in the early years.

Jack L. Cooper, the first black radio announcer some say, "brokered" his program and epitomized excellence on the air. He was eloquent and presented himself as a proud member of the African American race. Well, African Americans are a complex people with more that one cultural aspect. As good as the intentions of Mr. Cooper were, all blacks did not find Mr. Cooper style as inviting. Another great Chicago announcer who came a few years later was Al Benson, who was not noted for his excellence of speech through the English language, but he was a beloved figure in the African American community.

The advertisers loved Mr. Benson because of his popularity among the "potential customers." Mr. Cooper and Mr. Benson were two different and distinct personalities that were rivals and yet both were successful.

How does this relate to the Gospel Announcer today? Well you can say that there is a Jack L. Cooper School of thought and an Al Benson School of thought for the Gospel Announcing. Oh yes!, don't let me forget these other schools from the Chicago area, the Rev Milton Brunson, Dr. Charles G. Hayes, Bill Doc Lee and Isabell Joseph Johnson Schools of Religious Announcing that were all significant in the black community in Chicago. Even the Queen of Gospel, Albertina Walker was a broker on the radio. Many Gospel Artists used the airwaves to get the word of Christ in song on the airwaves and help their career in the industry at the same time. All these schools have their valid points and system of presentation but the question is how can the announcers in the 21st century benefit from the history of the announcers of 20th century.

As a noted person in the radio industry said, "Brokers" are a station on a station." I think then that the best practice would be to do some of the things they do on the commercial level and create a new and unique programming foundations for Gospel and Religious programs that are financed through local area businesses. Learn RADIO SALES. Build your audience for your sponsors. Tell your sponsors that their customers are listening to your program. MAKE THE SALES. Connect ministry, technology and industry. It is easier said than done. However, our history says "It is possible."

Here's a list of some of the keys to sustain yourself as an independent programmer in the 21st Century. Remember, this God doesn't need your ministry.

1. Know your audiences and what they want - Qualitative Research Data
2. Network with other Brokers, Plan, Brand and Market you and the program.
3. Create a sponsorship package that tells your prospective sponsors that their customers listen to your program
4. Change the way you present yourself on the air. Religious announcing must change with the time. There is a new audience out there that may not know or understand how the pioneers presented gospel music and it may turn them off. Be inclusive and adapt to the new audiences.
5. Get on the Web, stay on Web and connect what you do on the air to the WEB.
6. Show prep is everything and everything is show prep. The most import thing in radio is what you say in between songs when no music is playing. Always be prepared.
7. When you minister get a sponsor.

It's a New Day

Taken from the a song title of a James Brown song. There is a new day in America with the election of Senator Barrack Obama as President of the United States. The inspiration in me began to flow shortly after 11:00 PM eastern standard time when all the networks simultaneous announced that Barack Obama was the President-Elect. The announcement brought joy and tears to some and complete silence to others. It was the "New Day" arriving.

It's no need to list all the problems of what was before Barack. There are many characterizations. The only thing that is important now is that Americans of all persuasions unanamously and electorially voted that change was over due. Free Market dogma has bankrupted the country and the middle class. The time is now to take the "god" like admiration from former President Ronald Reagen and realize that his free market and deregulation principles did not account for the "greed and evil" it ultimately produced.

Absolute power corrupts absolutely and corporate interests ran amuck through unregulated markets leaving decificts, huge unemployment rates and too few owning to much. The people rose through a brillant campaign by President elect Barrack Obama. And many are claiming responsibilty for the victory. When the annoucement came I praised and shouted for this was a moment for God to get the Glory.

There are many that don't believe in the Bible or God and I respect their positions but for me it is clear that it was God who orchestrated all the episodes to bring his new "Joshua" to the forefront for his people.

Coming Soon

Each month I talk about radio at the Chicago Area Gospel Announcers Guild meeting. In May, I will summarize the presentation on this Blog. I am committed to lifting the level of presentation of any Gospel announcer that so desires. Gospel Radio announcers are more important in today's radio environment. The war continues and good soldiers are needed in the army of the Lord.

Think on this.. What makes a great radio show? And Why should anyone listen to it?

THE END OF AN ERA

Friday January 25, 2008 at 9:00 AM marked the end of 14 years of Gospel Music programming in the mornings on WKKC 89.3 FM. During the journey, both students and community benefited from the Gospel Music programming. I wonder what warranted the change after 14 successful years of playing Gospel Music?

Well, change is inevitable and when it occurs there is always some confusion, especially when the new vision is not clearly seen. Sometimes during change the overall plan is hidden behind a myriad of different agendas. I wonder what the overall plan is?

Here is a look at the last 14 years of Gospel Music history on WKKC. I can testify as an expert witness because I was there. In late 1994, then station manager and technical support staffer Kevin Brown decided to program Gospel Music in the mornings on a daily basis. At that time, WKKC's broadcast day was about 17 hours. Kevin added three hours to the broadcast day raising the total to 20 hours. There was no objection to the addition of Gospel Music from the administration.

The decision to add 3 hours of Gospel Music daily became a program called "Gospel Drive" with Mr. Brown as host. Kevin in his own way laid the foundation for gospel music programming in Chicago. "Gospel Drive" was the first Chicago radio program on FM that featured Gospel Music in the mornings.

Gospel Drive was a hit from the beginning. The show was entertaining, informative, inspirational and educational. Gospel Drive impacted the Englewood community. Kevin Brown catered to the wide audience that the Gospel Music generated. Anyone from 12 to 65 could find some entertainment on Gospel Drive. It was not about religion it was about the community and Gospel Music.

Moreover, Gospel music holds a special place in the culture of African Americans. Many use the Gospel in song to move through the toils and strains of life. Gospel music has always been a comfort to African Americans. Gospel Drive focused on providing that comfort of the Gospel in song to start people on their day.

However in 1997, WKKC FM made news headlines as an issue arouse over whether bible reading on WKKC FM violated the rules of separation between Church and State. The fallout over the issue ended the Gospel Drive program and began several management changes. Ironically, the bible reading issue was not attributed to the Gospel Drive program. Gospel Drive was renamed to the Gospel Express with new host Reggie Miles.

The Gospel Express maintained the focus of inspiring the community. However, student participation and preparation was highly emphasized. As a result, a Kennedy-King College student landed a job on 1390 AM when management changed the R&B/Oldies format to Gospel in 1998. It was amazing that so many students and community volunteers desired to participate with Gospel music programming. From 1998 -2003 more students and community volunteers participated on WKKC than in its entire 33 year history.

Yet success was not measured by increased enrollment or opportunities for student participation. There was another agenda at hand. A new state of art building was planned and the administration was looking to eliminate then restructure the Broadcasting Program. The Gospel Express ended in 2003.

During the years 2003 - 2005, WKKC FM was in chaos, yet the Gospel programming survived. In 2005, a new director of broadcasting was brought in with extensive experience in the commercial radio industry. The hire was showcased as adding "class" to WKKC FM.

Well the "class" that came to WKKC FM began by implementing radio professionals or "Legends" to replace students as on air personnel. WKKC became a "professional non-commercial" station. In addition, Gospel music was systematically reduced one program at a time. The first casualty was Thursday evening Gospel, then Weekend Devotion, and finally the morning Gospel programming called Praise, Love and Inspiration.

It's to late for protests, to late for the ministers to get together to save Gospel. The bottom line is that if management believes that it would better serve the station with a change in programming then the station has to do what is best for the station.

However, WKKC FM is an educational non commercial college station that should emphasize "TEACHING AND TRAINING.” There is perhaps no academic discipline whose instruction and scholarship, whether applied or theoretical, has the potential to change the human condition, as does the study of communication.

I hope the students at Kennedy-King get the opportunity to be on the air and play Gospel Music as well as other music genres. Also learn the industry of radio in the classroom .

Kennedy-King College and WKKC FM provided me with an opportunity. Today I teach at Howard University and work in radio at Heaven 600 AM in Baltimore. My career was launched through the opportunity at an educational non-commercial station.

The future of WKKC FM, is in the hands of the students that attend the college.

Happy New Year !!!

I am thankful for the "new beginning." In the words of Albertina Walker, I'm Still Here!

Oh to be great in 2008, that is the motto with a focus on family. Not only the immediate family but the family at work, in organizations, and the students I teach.

Someone told me a while ago don't be afraid to speak, for you have something to say. You've been blessed. The time is now that I open my mouth through words in cyberspace.

Look forward to some interesting things with two exceptions "religion and politics." And I won't elaborate on the reason why. Anyway it's not important.

On the horizon is my research which has lead me to discover the importance of the Chicago School of Gospel and the early pioneers whose shoulders the genre stands upon today. There were a lot of people who will be forgotten if their participation and the history is not preserved.

Learning to become a storyteller is a journey and I find myself practicing by writing the story of my family to be told to my children and other relatives.

Today, I realize how important it is to share the memories of family. Those memories will keep the family alive and moving forward as FAMILY.


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