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A Study Done to Understand the Problems with WFAL and its Audience. Team Name: Team Rachel Team Leader: Kevin Tennant Team Members / Authors: Rachel Sharp Nick Seuberling Anne Marie Sweeney James Templeton Kevin Tennant Kate Torgerson. Background and Context. Competition with WFAL

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A Study Done to Understand

the Problems with WFAL

and its Audience

Team Name: Team RachelTeam Leader: Kevin TennantTeam Members / Authors:Rachel SharpNick SeuberlingAnne Marie SweeneyJames TempletonKevin Tennant Kate Torgerson


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Background and Context

  • Competition with WFAL

    • 104.7 WIOT

    • 92.5 WVKS

  • 89.3 WYSZ: Jeff Howe- Program Director

  • 88.1 WBGU: Jeremy Robe- Music Director

  • Specs on 89.3 WYSZ

    • M/F ages 12 to 24

    • 3,000 watts

    • 30 mile radius

    • Modern Rock


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Background and Context

  • Specs for 88.1 WBGU

    • College aged students (18 – 22)

    • 1,000 watts

    • 10 mile radius

    • Punk / Heavy Metal

  • Similar target audiences

  • Similar genres

  • Different promotions and advertising

    • Clear Channel

    • Private Ownership

    • Student Organizations


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Research Objectives

  • Objectives:

    • WFAL and its competition

    • Reasons for low audience

    • Student opinion of WFAL including USG

    • Internal staff opinion of WFAL

    • “Video Bank”

    • Advertisement and promotion

    • Suggested recommendations


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Research Method

  • One-on-One Interview Research Method

    • How

    • When

    • Where

  • Questions

    • WFAL Executive Board/DJ

    • Video Bank

    • USG

    • General Bowling Green Students


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Results and Findings

  • On and Off Campus Student Interviews

    • Student access to radios

    • Despite this access, students turn to MP3’s

  • Promotional problems highlight research

    • Students have no knowledge of AM station or its

    • other affiliations.

    • PROMOTE PROMOTE PROMOTE

  • Suggestions involving on campus activities


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Results and Findings

“ If I could have a greater music selection by listening to my MP3’s on my computer, I’d probably stick with that instead of trying to listen to the radio. People don’t realize how hard it is here on campus to listen to the radio in our dorm rooms.”

Jeremy Guy

“ I am a huge Falcon athletic follower, and if I could be able to hear Falcon sports I would definitely listen, especially when 88.1 FM WBGU is covering women’s basketball instead of men’s basketball.”

Justin Miller


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Results and Findings

  • “Video Bank” General Information

    • Produced by WFAL and run by BGSU students

    • Weekly produced and aired

    • WBGU-TV PBS Channel 27

    • MTV of Bowling Green, Ohio

  • “Video Bank” Viewer Interviews

    • Promotions are a major issue

    • Students are unaware of “Video Bank”

    • Unsatisfactory content

    • Insufficient talent and viewer relationships


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Results and Findings

  • “Video Bank” Staff Interviews

    • Not enough exposure on-campus

    • Students are unaware of the production

    • Entertainment factor is not convincing enough

    • No advertisements in campus media

    • 10% of BG watch and / or know about “Video Bank”

  • “Video Bank” Recommendations

    • Get the organization name out and known

    • Be present at more campus events

    • Work with other organizations

    • PROMOTE, PROMOTE, PROMOTE


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Results and Findings

  • Undergraduate Student Government Research

  • Candidates

    • Kevin Yania: Current VP

    • Becca Fitch: Former VP

  • Interview Format

  • USG Responses

    • “I don’t know what [WFAL] is, but I think one of my

    • friends might be involved with it”

    • - Kevin Yania, current VP of USG


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Results and Findings

  • Undergraduate Student Government Research (cont’d)

  • Suggested Improvements

    • Visual Promotions

    • Campus Fest

    • Dance Marathon/ Football Games

    • Outside Displays

    • “It might be helpful to have booths outside on

    • campus broadcasting their music so that students

    • can see and hear the type of music [WFAL] provides”

    • -Becca Fitch, 2001-2002 VP


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Results and Findings

  • Internal Investigation with WFAL DJs

    • DJ Demographics

  • Responses

    • Duties

    • Types of Programs Produced

      • Time of Program

      • Audience Level Estimation: 0-200

      • Calls Received: 0-12


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Results and Findings

  • Internal Investigation with WFAL DJs (cont’d)

  • Advertising and Promotion

    • Jock Strap Run

  • Cable 7 Breakdown

    • Effects on Audience/DJs

  • Overall Satisfaction

    • With BG Students

    • With the University

      • “Oh, there are two radio stations at this university?”

      • -Sidney Ribeau


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Results and Findings

  • Internal Investigation with WFAL DJs (cont’d)

  • Suggested Improvements

    • More Fundraisers

    • Playing Live Music

    • Bigger Transmitter

    • Internal changes

      • “It’s a completely student-run station, and it’s really hard

      • to get students who are willing to dedicate a lot of time

      • to it.”

      • - WFAL DJ


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Results and Findings

  • Advertising and Promotion with WFAL Executive Staff

    • Interview Format

  • WFAL Staff Responses

    • Fliers/BG News Ads

    • Special Events

    • No Future Plans

  • Contributions of Low Audience

    • Low Confidence + Low Budget + Low Staff

  • = Low Audience


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Discussion

  • Promotions and Advertising

  • Multiple signal failures

  • More Promotions = More listeners and viewers

  • Unclear Observation

    • Student run radio station

    • Popular area radio competition

    • MP3 players

  • WFAL GOAL

    • Become more notable and recognized with promotion

    • and advertising techniques.


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Recommendations

  • Pretty simple and basic suggestions:

  • PROMOTE

    • Posters all over campus

    • Campus-wide e-mails

    • RSA Video Slide on BG Movie Channel

    • Get more involved with evens on campus

  • ADVERTISE

    • BG 24 News

    • BG News

    • Sentinel

    • BG city public areas


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A Study Done to Understand

the Problems with WFAL

and its Audience

Team Name: Team RachelTeam Leader: Kevin TennantTeam Members / Authors:Rachel SharpNick SeuberlingAnne Marie SweeneyJames TempletonKevin Tennant Kate Torgerson


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