At a time when public radio stations are facing budget pressures and the potential loss of public funding, four New York City-area public radio stations are joining forces to form the Tri-State Public Radio Music Collaborative. It brings together Newark Public Radio’s “Jazz 88.3” WBGO, New York Public Radio’s “Classical 105.9” WQXR, Fordham University’s adult alternative WFUV (90.7), and Sacred Heart University’s classical WSHU (91.1). The stations will remain independent, but they will collaborate to create content, build audiences, and generate revenue.
“This project is a unique opportunity to leverage our geographical proximity and exceptional influence we share as four of America’s most influential broadcasters,” said WBGO President Steven A. Williams, who spearheaded the Collective’s formation. “For the first time, we’ll work together to develop initiatives that will benefit public radio listeners in the nation’s largest media market and the public media system as a whole, and at the same time we’ll build a foundation for similar collaborations between stations in other cities,” Williams said in the joint announcement.
The Tri-State Public Radio Music Collaborative will work with consultants from Public Media Company for a comprehensive membership data analysis, and to conduct digital audits of each station. The audits will also analyze the current state of each service’s digital marketing presence to provide suggestions for improvement and to identify areas to target to enhance content distribution while expanding digital reach.
Customized digital strategies will then be developed that are specific to each station’s goals. The Collaborative says those strategies will act as a detailed roadmap for digital content, marketing efforts and internal processes. They will also include analysis of the targeted audiences for each platform.
“WQXR is proud to unite with our fellow music format public radio stations in the tri-state region to find new, inventive ways to collaboratively serve our audiences,” said LaFontaine E. Oliver, President of New York Public Radio. “Joining forces with other stations who share our values of accessibility and service can demonstrate the unique value we bring to our communities.”
The four stations will also work together on research designed to better understand the dynamics of public media music station membership. That includes examining what makes someone give a one-time donation compared to an ongoing donation, as well as what sorts of appeals and incentives best work for music listeners.
“This historic collaboration of public media stations represents a significant step forward in understanding and enhancing the relationship between public media and its supporters,” said WSHU General Manager Brad Dancer. “We could not be more excited to be part of this endeavor and explore new opportunities to help each other grow. We will learn so much more together.”
The stations will use a grant from the Corporation for Public Broadcasting to develop a comprehensive, five-year business model, including a structural outline for staffing and management that could become the model for similar collaborations between stations across the country. The team is also working with the radio consulting firm Paragon.
“The idea of collaboration among the New York area’s music stations has been informally discussed for more than a decade,” said Chuck Singleton, WFUV’s General Manager. “We’re excited to see it advance with our great colleagues, thanks to CPB’s generous support, and we look forward to exploring paths to strengthening our connections.”
