Flip, Flop

In the world of radio broadcasting a format flip is when a radio station takes most or all of its music or programming and exchanges for another type of music and/or programming. Programmers do this with the hope that the new format will bring in new advertisers, that is: income or revenue to the station. Trust me, your favorite radio station is not trying to tick you off by eliminating your favorite type of music.

Not surprisingly, in fact, money is the name of the game. My first dozen years in radio were frustrating. I worked for quite a few stations—5,000 watts or less—that played Southern Gospel music. For the most part they relied on income generated from preachers and ministries that bought time. Usually, air time was purchased in blocks of 15 minutes to an hour by mainly local, read amateur, preachers. Some local businesses bought 30 and 60 second spots, but preaching shows were our bread and butter. The source of my frustration was that the stations sounded less than professional because of our association with these brokered time shows. What happens when the economy dips into recession and these ministries are equally affected? Do you pursue local business? As a business man am I to believe that I can sell my product on an inferior station? Perception being reality, the answer is: NO.

I have written about the 2,500 watt WBKI in Bremen, Georgia that was my home from 1992 to 1993. A highly qualified broadcaster, call him David, hired me to work with him at WBKI. I had worked with David at two other stations and saw WBKI as a good opportunity. He had arranged an agreement with the owner to run the small station. The owner would remain out of the picture. David intended to take over operations as he considered purchasing the property outright. It was a “try before you buy” scenario. He hired me and another friend to Dee Jay. We worked together fine, but our efforts were futile in the end. We were a flop. David dropped out and allowed the Garner family to buy the station. I quit, but our other friend stayed on with the new owners. I intend to interview my old associate in a future podcast.

Now 17 years later the renamed WGMI is flipping from a Christian format to sports and oldies—gospel music occasionally, Sundays mainly. The recession crunches us all. But my hat is off to the Garners, who hung in there for so long. See http://www.wgmiradio.com for details.

Stay tuned

©2010 Neal Rhoden. Gospel Aircheck. All rights reserved.