KFSH-FM (95.9) is on its way to becoming a big fish in a growing pond of Christian contemporary radio stations.
Though it began broadcasting from its Glendale studio only a year ago, the station, known as The Fish, recently managed to nearly double its weekly listenership and become one of the nation’s most listened to Christian music stations. And while it lagged behind more established counterparts in the ratings game, The Fish reeled in a larger audience than KLTY-FM in Dallas and Houston’s KSBJ-FM, long recognized as leaders in the field.
Chuck Tyler, director of programming for KFSH, said good music and a professional sound have dispelled the notion that “Christian equals cheesy” and drawn listeners to The Fish.
“At first listen, the station would sound comparable to other adult contemporary (stations) in this market,” said Tyler, who is also program director at sister stations KKLA-FM (99.5) and KRLA-AM (870).
KFSH is one of several The Fish stations launched by Camarillo-based Salem Communications Corp., the nation’s largest Christian broadcaster.
The station saw its average weekly listenership rise to 338,200 in June, up from 168,700 in May, according to station officials. The station posted a 1.0 share, or 1 percent of the L.A. listening audience, in June.
Luring advertisers
The station’s rise was helped by the disappearance of its chief competitor, KFSG-FM (96.3), which had been the area’s largest Christian radio station before being purchased by Spanish Broadcasting System Inc. in November 2000.
Attracting listeners to a Christian radio station, however, can be easier than drawing advertisers. Even with a growing audience and ad rates far cheaper than those offered by its more popular competitors, The Fish has had a tough time attracting non-Christian advertisers. “Sometimes, they’re afraid that they’re going to get labeled,” said Carl Engel, the station’s sales manager.
Though ads from non-religious sources have increased, more than half comes from religious events and organizations, he said. Station officials declined to discuss specific figures, but said it had reached profitability with monthly advertising having surpassed $200,000. They project those revenues could break the $300,000 mark before the end of the year.
Joshua Fleming, national sales manager for KFSH, said he often has to deal with advertisers’ skittishness about the format. And ratings must keep growing to bring in big-name advertisers.
“When it comes to national business, it’s a numbers game,” Tyler said. “The more bodies we can deliver, the more chance we’ll have (to compete).”
That a Christian radio station in L.A., the nation’s second largest radio market, drew more listeners than counterparts in more conservative areas came as little surprise to Tyler.
Despite the growing demand for Christian music in L.A. which was recently ranked as the No. 1 market for Christian record sales according to industry tracker SoundScan few local stations play Christian artists. Nationwide, the number of Christian music stations has been growing, and though they remain far behind mainstream competitors, those in the nation’s top 25 radio markets have seen their ratings double since last summer, according to Arbitron Inc.
Focus on promotions
Christian radio stations have changed dramatically over the past decade, trading in a mom-and-pop style for a more professional operation, said Rick Welke, the Christian radio and music editor for industry publication R & R.
“Ten years ago, (Christian stations) were content with whatever listeners they had,” he said. “Today, that’s not the case. They realize that if they can get better, do more things in the community, get their presence known just like any other station, they can have a bigger slice of the pie.”
The Fish has aggressively gone after a larger chunk of the local radio audience by appealing to potential listeners through everything from direct mail to booths at area events. Earlier this year, the station ran ads on cable systems throughout the region.
While the station clearly targets Christians, Tyler said KFSH seeks to appeal to a much wider audience.
“We want the station to be enjoyable for anyone who tunes in, no matter where they are spiritually,” he said.
With women 25 to 49 as its target audience, The Fish has positioned itself as a family friendly alternative to other radio stations.
