WPLS AND WPCI Morgan Davis, Diana Maley, and Emily Parsons
What do a non-commercial FM college radio station and a privately funded commercial AM station have common? Perhaps more than imagined. Furman University’s WPLS and Randy Mathena’s WPCI are two such stations. Both feature eclectic musical mixes with no commercials. They are anti-MTV and anti-Top 40 promoting nothing but music for its own sake. WPCI has been described as a “mélange of blues, rock and soul leavened with reggae, jazz, folk, country, Zydeco, Tex-Mex—even beach music.” and is a “non-commercial” commercial station that has played music for over five years uninterrupted. WPLS is a typical college station playing anything “from classical music to poetry to punk rock at the discretion of the person on the air”1. Not only do these stations have equally random play lists, but they are moving in similar directions and the possibilities of merging the two stations in certain aspects could be profitable to both. Furman’s radio history began in 1940 when a studio was provided by Roger C. Peace, and it was said that the station was “admirably appointed for broadcasts from the heart of campus2. In December of 1965, Furman had received a new station that was run by the Furman University Student Broadcasting Association, which no longer exists3. WFBA, as the station was called, received some programming and technical assistance through the Intercollegiate Broadcasting Society and adhered to a programming policy that was in accordance “with student listening habits4. The following year it was renamed WFRN, for Furman Radio Network5. Throughout this time, Furman’s station was run on carrier current6, meaning that it was a very low power AM station that did not require FCC licensing and broadcasted through the electrical system of campus buildings7. The only problem with that delivery method was that inclement weather strongly disrupted the broadcasts8 All of this began to change when in the late 1970’s one of the station managers began pushing for the station to become an educational FM station. He along with student services convinced Furman to provide $10,000 for an improved station9. This happened at just the right time, because the FCC (Federal Communications Commission) began to cease approving all such applications made after 1979 due to the fact that such FM stations could be a detriment to broadcasting. This policy meant that if Furman’s station occupied airways that a full-power station wanted, the Furman station would be forced off the air. Luckily, the station got the money to upgrade and got the license. In 1980, the station made the switch to FM, becoming WPLS 96.710. The station made the conversion to an educational 10 watt FM station with the help of engineering volunteers . One of those volunteers was Randy Mathena, owner of WPCI and Furman alumnus, who aided the station with monetary and equipment donations as well as assisting as the station engineer11. The 1980’s and 1990’s were the golden decades of WPLS. By 1996, the station had purchased a new antenna, increasing it’s listening range to a 15 mile radius, allowing it to reach downtown Greenville, Berea, and Traveler’s Rest. The station offered syndicated programming, possibly through the service of the College Radio Network which offers syndicated programming “by students for students”. It also offered major sports coverage of Furman games, having live interviews at games12. And as a student organization, it boasted over 100 members! In many ways, it was the FUSAB of the 90’s. All this changed in 2002 when Clearchannel’s WPEK-FM, which used the same frequency as Furman’s station, moved from Greenwood to Greenville, taking WPLS temporarily off the air13. Because WPEK was a commercial station with a much broader range, in accordance with the FCC regulations at the time, this was allowed to happen. Then Carol Daniels, the station advisor, began the application for an upgrade to a low power FM station14. The station did not return to the air until January 2004, after receiving from Randy Mathena the equipment necessary for yet another conversion, this time to low power FM. Mathena continues to volunteer with WPLS as their technician. Now in 2005, the station is still in a rebuilding stage, regaining a listener base by building student staff and improving campus publicity15. Furman radio since the 1960’s has aimed to play music that the students want to hear. The 1968 yearbook even stated that the “listening pleasure of the Furman student is the main concern of the station”16. Current disc jockey Katie Hobson says she got involved with WPLS because she and many of her peers like rap music, and she wanted to create a time on WPLS where students could tune in and listen to good rap17. Similarly, Gray Clevenger, the current WPLS music director, says that even though there has been a recent increase in community interest, the station still attempts to cater first to Furman students18. This goal of serving students is very similar to Randy Mathena’s goal with WPCI. Mathena says he created his station’s all-music format so the music will be first19. No talk, commercials, or over-playing a few songs will interrupt the music. With the same passion to serve listeners with a unique musical blend, WPLS and WPCI, the two stations would be perfect partners to share programming. Firstly, although each station boasts formats with variety, there is little overlap in the genres played. Currently, there are not many country, jazz, or Zydeco songs on WPLS’s play list. According to disc jockey Rev Singh, there is a market for some good jazz and oldies at Furman and WPLS should cater to that <endnote #11: Rev Singh, personal interview, November 14, 2005.>. Broadcasting some of WPCI’s music on WPLS could satisfy the Furman students’ craving for even greater variety. On the other hand, as Mathena is looking to expand the music variety on his station20 and cater to a younger audience, he could broadcast some of WPLS’s programming, especially the rock and rap programs that cater to young adults and teens. After all, WPLS is a station run by students, for students, and who better than a young audience knows what a young audience wants to hear? With WPCI providing programming, another WPLS problem could be solved: summer broadcasting. Currently, no music is played on 95.9 during the summer months; however, many Furmanities are present on campus . It would be a huge benefit to WPLS to carry WPCI’s programming during summer months21. Having year-round programming would ensure a greater listening base, and with a new WPCI format, variety and student music would not have to be sacrificed. WPCI and WPLS, in addition to having similar ideals, goals, and formats, have similar weaknesses. For example, both stations need more publicity. WPLS disc jockey Katie Hobson complained “a lot of people will say, ‘Oh, I meant to listen!22’”. Furman students provide a market for WPLS; now it just needs to be marketed! This publicity could come in several forms. First of all, Katie believes that if WPLS collaborated with other campus organizations like FUSAB and SAC for service opportunities and prize giveaways, the groups could pool resources and publicize together. Although the station had improved the number and quality of free ticket contests23, if it partnered with a better-known organization, campus visibility would increase. WPCI needs greater publicity as well. The MetroBeat, a weekly Greenville arts and entertainment newspaper, called WPCI “the best-kept secret in Greenville radio” because it is an AM station with only word-of-mouth advertising. Being an AM station provides unique publicity challenges for the station because AM is not listened to as often as FM. Community interest could be peaked in several ways. Even though WPCI is interested in keeping the music first, it might be beneficial to the station to introduce a disc jockey to increase community awareness of the station, especially to a younger audience. Another possibility for more publicity would be for WPCI to sponsor a concert or musical event for artists and genres that are commonly played on the station. Providing music for community events with an on-site banner would also increase local visibility. Another publicity plug for each station might be by playing more familiar or popular music. WPLS’s promotions director Jessie Koerner says that most disc jockeys “have their shows geared toward a specific audience”24. That audience, as Gray Clevenger, WPLS station manager says, is usually one looking to hear independent bands25. Disc jockey Rev Singh’s entire show is based around showcasing a different independent hard rock band each week26. Katie Hobson decided to be a disc jockey to help fill the popular music void; she wanted to play more popular music instead of that of the “indie, elitist, music snob” which is programming common to WPLS and college radio in general27. Although there is a market for independent music at Furman, the proposition of playing more Top 40 geared music could increase WPLS’s listener base. WPCI is also seeking a larger listener base as Mathena looks to reach a younger audience. If the stations agree to share programming, WPCI will achieve that goal. A huge improvement that is already in the works for both stations is broadcasting over the web. WPCI is planning on expanding to a digital format, broadcasting over the Internet. To increase revenue and support the new format, Randy Mathena will be selling digital radio28. WPCI will be the first AM station in the state of South Carolina to go digital transmission. As Mathena is planning WPCI’s conversion, he has offered to purchase the equipment necessary for WPLS to broadcast over the Internet also29. If WPLS broadcasts on the web, students could listen to the station anytime, anywhere. The greater access Internet broadcasting provides would undoubtedly increase the listener base and improve the publicity of WPLS. WPLS and WPCI are two radio stations that are more similar than meets the eye. With Mathena’s constant involvement in WPLS’s history of conversions, the stations almost seem destined to be alike and work together. Each has successfully made the music and listener pleasure top priorities. They also can mutually benefit one another as seen by Mathena’s desire to broadcast personal programming and provide internet broadcasting equipment, while WPLS can aid WPCI as it seeks to reach a younger audience. Each station also has a similar need to increase publicity and widen its visibility and listener base. With their variety of genres, the stations are a benefit to one another and the Furman and Greenville communities. 1. Gregory D. Newton, “College Radio,” in Encyclopedia of Radio, vol. 1, ed. Christopher H. Sterling ( New York: Fitzroy Dearborn Publishers, 2004), 346. 2. Robert Norman Daniel, Furman University: A History, (Greenville: Furman University, 1951), 174. 3. Alfred Sandlin Reid, Furman University: Toward a New Identity 1925-1975, (Durham: Duke University Press, 1976), 207-208. 4. Carole Coates, “WFBA” in the Bonhomie, vol. 67 (Greenville: Furman University, 1967), 120. 5. David Falls, “WFRN” in the Bonhomie, vol. 68 (Greenville: Furman University, 1968), 198. 6. Carol Daniels, personal interview, November 16, 2005. 7. Gregory D. Newton, “College Radio,” in Encyclopedia of Radio, vol. 1, ed. Christopher H. Sterling (New York: Fitzroy Dearborn Publishers, 2004), 347. 8. Carol Daniels, personal interview, November 16, 2005. 9. Carol Daniels, personal interview, November 16, 2005. 10. Aga Matuszak, “WPLS Off the Air, to Return in Fall,” The Paladin, April 26, 2002. 11. Carol Daniels, personal interview, November 16, 2005. 12. Gray Clevenger, personal interview, November 20, 2005. 13. Aga Matuszak, “WPLS Off the Air, to Return in Fall,” The Paladin, April 26, 2002. 14. Aga Matuszak, “WPLS Off the Air, to Return in Fall,” The Paladin, April 26, 2002. 15. Carol Daniels, personal interview, November 16, 2005. 16. David Falls, “WFRN” in the Bonhomie, vol. 68 (Greenville: Furman University, 1968), 198. 17. Katie Hobson, personal interview, November 10, 2005. 18. Gray Clevenger, personal interview, November 20, 2005. 19. Randy Mathena, personal interview, November 17, 2005. 20. Randy Mathena, personal interview, November 17, 2005. 21. Gray Clevenger, personal interview, November 20, 2005. 22. Katie Hobson, personal interview, November 10, 2005.S 23. Jessie Koerner, personal interview, November 16, 2005. 24. Jessie Koerner, personal interview, November 16, 2005. 25. Gray Clevenger, personal interview, November 20, 2005. 26. Rev Singh, personal interview, November 14, 2005. 27. Katie Hobson, personal interview, November 10, 2005. |