103.3 Doesn't Exist (AKA My Radio Station Has Entered The Stunting Phase)

My radio station has entered what's often called a "stunting" phase. Usually, that means a station is trying to generate publicity and audience attention for upcoming changes to its programming.

That's not really what I'm doing, although the timing of traditional stunting fits. I'm simply playing a format-between-formats. What I chose for the next few weeks, as I prepare for the new format, is pop music from around the world that a traveller on Highway 95 probably wouldn't hear on Spotify or satellite radio. It's kind of fun to listen to, and it was exciting to hear "My System" by Felicia on FM in the United States.

My imaging also says, "There is no station here. Move on," playing off the ghost-town lore of the desert.

The reason for my format-between-formats is that I have a new music licensing scheme in place on 01 July, and I need the majority of my programming to be music in order to remain compliant while my various online elements come online. Those launches may be staggered, as there are multiple pieces of the puzzle that need to come together. I don't want to launch the new format until everything is ready to go, so I'm not sending listeners to dead ends.

I also get to test out the processing.

Why am I switching formats?

The old format is "Nevada.FM," a mix of local information, desert-inspired instrumentals, and ambient music at night. It was focused primarily on visitors, since it's a major tourist area. I got a lot of positive feedback from people who caught the broadcast on FM. It wasn't a failure in any way. I'm actually proud of what it accomplished.

I was able to identify what worked and what didn't. What worked was the unique format with its strong local focus, particularly the history segments I aired. What didn't work was that the content had an expiration date. Once a listener had consumed all the content I directed them to online, there was no reason for them to check back in with the station. And I can't realistically create that particular content quick enough.

So when the new format launches, that's what I'm focusing on: creating something listeners can take home with them after discovering the station on Highway 95. Fortunately, now that I've gotten to know the town pretty well, I've learned that a lot of the people passing through are truckers, international travellers, and people heading to Las Vegas or Burning Man. That's a "demo" I have a lot of experience with.

Currently listening to: Linda Lampenius and Pete Parkkonen, "Liekinheitin," on the FM dial. :)

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Note: The old format is still airing on two other frequencies farther down the highway. A local non-commercial broadcaster liked it and picked it up, so it's cool to see it still out there.