With a new window for LPFM applications forthcoming, many people are excited.
Reality is, most LPFMs don't survive and all too many that do end up being a juke box with the only voice heard on the station running at the top of the hour.
I run an LPFM and it's difficult. I'm not here to sound like Mr. Doomsday but want to share a dose of reality. Also, I know the Prometheus Radio Project does a great job advocating for LPFM and I am thankful they exist but feel they don't cover all aspects of running an LPFM.
If you plan to apply for an LPFM consider the following:
1) Have a format selected and be ready to go. If that format already exists consider why someone will listen to you over an established station. The truth is, a new format will offer the greatest opportunity for success.
2) Don't depend on volunteers. You need to pay people or you'll be miserable. Volunteers come and go with the wind. Sure there will be some people that are excited about being on radio as volunteers but most don't last. It's going to cost you.
3) If you're near a major market, your jocks need to sound professional. If they're prone to saying "you know" "ahhh" etc., you're not likely to gain a lot of traction.
4) You need to sell, sell, sell. Again you can't depend on volunteers. Pay with a generous commission. Are you the guy starting the station ?? You personally need to sell. It doesn't matter if this a nonprofit church, etc., someone has to be able to tell people why they need to be on your station above all others. It's not an easy task as their are many stations everywhere competing for funding.
5) You need an engineer. Engineers are not cheap generally speaking and it's imperative that you have a good one.
6) Do you like waking up at 3 AM? If you do gain a following, there will be times when you need to go out to the transmitter site very late at night.
7) Money! Relating to #4, you will need to spend money in order to make money. You need to be on the internet and need a clean sound. Also you will need to pay for imaging, personalities, accountant, music licensing, electric, streaming, jingles, sound board, stereo processor, a good antenna, tower rental, computers, phone, internet, transmitter, stereo processor, EAS system, DA, mod monitor, bird watt meter, streamer box (Telos Pro Stream is best), and much more.
8) Planning on streaming Catholic Radio or other nationwide programming? If you're not invested in providing local programming, the national corporation/ministry that you're streaming will get all the donations and you'll be cash poor. Also, as more people turn to internet programming, your station will become insignificant. You have to give people a reason to listen to YOUR station. What is different about your station that is going to keep listeners coming back?
9) You run a church and believe it will grow your ministry? Your program needs to be compelling. It won't work if your pastor is on the station every hour.
10) COMMUNITY: You need to be at events, sponsor concerts and the like, and do live remotes. If sports is your thing, broadcast games - not very profitable in general but it gives you presence.
11) Can you write? Someone needs to be creative in writing underwriting spots and commercials (for nonprofits). Also, you need talented voices to voice the spots - You should have at least four or more people doing the spots as listeners grow tired of hearing the same voice spots over and over again. Voices need to be seasoned not your 14 year old nephew.
I wrote this for the purpose of helping you in your quest to start an LPFM - It's not to discourage you but rather to prepare for what is to come should you take on this endeavor.
****************
Reality is, most LPFMs don't survive and all too many that do end up being a juke box with the only voice heard on the station running at the top of the hour.
I run an LPFM and it's difficult. I'm not here to sound like Mr. Doomsday but want to share a dose of reality. Also, I know the Prometheus Radio Project does a great job advocating for LPFM and I am thankful they exist but feel they don't cover all aspects of running an LPFM.
If you plan to apply for an LPFM consider the following:
1) Have a format selected and be ready to go. If that format already exists consider why someone will listen to you over an established station. The truth is, a new format will offer the greatest opportunity for success.
2) Don't depend on volunteers. You need to pay people or you'll be miserable. Volunteers come and go with the wind. Sure there will be some people that are excited about being on radio as volunteers but most don't last. It's going to cost you.
3) If you're near a major market, your jocks need to sound professional. If they're prone to saying "you know" "ahhh" etc., you're not likely to gain a lot of traction.
4) You need to sell, sell, sell. Again you can't depend on volunteers. Pay with a generous commission. Are you the guy starting the station ?? You personally need to sell. It doesn't matter if this a nonprofit church, etc., someone has to be able to tell people why they need to be on your station above all others. It's not an easy task as their are many stations everywhere competing for funding.
5) You need an engineer. Engineers are not cheap generally speaking and it's imperative that you have a good one.
6) Do you like waking up at 3 AM? If you do gain a following, there will be times when you need to go out to the transmitter site very late at night.
7) Money! Relating to #4, you will need to spend money in order to make money. You need to be on the internet and need a clean sound. Also you will need to pay for imaging, personalities, accountant, music licensing, electric, streaming, jingles, sound board, stereo processor, a good antenna, tower rental, computers, phone, internet, transmitter, stereo processor, EAS system, DA, mod monitor, bird watt meter, streamer box (Telos Pro Stream is best), and much more.
8) Planning on streaming Catholic Radio or other nationwide programming? If you're not invested in providing local programming, the national corporation/ministry that you're streaming will get all the donations and you'll be cash poor. Also, as more people turn to internet programming, your station will become insignificant. You have to give people a reason to listen to YOUR station. What is different about your station that is going to keep listeners coming back?
9) You run a church and believe it will grow your ministry? Your program needs to be compelling. It won't work if your pastor is on the station every hour.
10) COMMUNITY: You need to be at events, sponsor concerts and the like, and do live remotes. If sports is your thing, broadcast games - not very profitable in general but it gives you presence.
11) Can you write? Someone needs to be creative in writing underwriting spots and commercials (for nonprofits). Also, you need talented voices to voice the spots - You should have at least four or more people doing the spots as listeners grow tired of hearing the same voice spots over and over again. Voices need to be seasoned not your 14 year old nephew.
I wrote this for the purpose of helping you in your quest to start an LPFM - It's not to discourage you but rather to prepare for what is to come should you take on this endeavor.
****************
Last edited: