KLRC Arbitron Ratings Up

Siloam Springs, Ark (September 11, 2003) — John Brown University’s FM radio station, 101.1 KLRC has experience an upward growth in radio listeners last spring helping placing the station in seventh place as the most popular radio station in Northwest Arkansas. Area radio stations receive ratings quarterly from Arbitron, Inc., an international media and marketing research firm that measures television network and local market audiences. The contemporary Christian music station earned a six percent share of all radio listeners in Benton and Washington counties (for the Monday through Sunday, 6 a.m. – midnight block). Last year the station ranked 10 out of 24 area most popular FM and AM radio stations. KLRC averages an estimated 33,000 weekly listeners in Northwest Arkansas. A recent survey found that 55 percent of listeners are female and 45 percent are male. The survey also noted a growing number of KLRC listeners across the Oklahoma and Missouri borders. KLRC’s weekend ratings are also strong with Sunday being a popular day for Christian radio. KLRC holds the number-one spot overall among all Northwest Arkansas listeners from 6 a.m. – 3 p.m. on Sundays. The spring rating period was March 27 - June 18, 2003. This year, KLRC encompassed several promotional events during the ratings for KLRC, including its most successful Sharathon fundraiser ever, bringing in a total of $260,000 in record time. KLRC also gave away a trip to the Dove Awards in Nashville, Tenn., and also hosted the Military Moms Day at the Northwest Arkansas Mall. “We’ve been much more promotionally active in the community than ever before, hosting concerts and making live appearances” Sawatzky said. “I have to give program director Melody Miller credit for the extra work she put into promotions this spring.” Used to train JBU’s broadcasting students, KLRC earned sixth place overall and was third among its target audience. "I'm so proud of our hard working student staff. The success we achieved as a student-staffed radio station makes KLRC a unique training opportunity, providing real world experience at a station that has ratings that exceed any college radio station in the nation,” Miller said. Sawatzky noted that KLRC’s growing success puts it far ahead of the average ratings for religious radio nationwide. Religious radio holds an overage 0.7 market share in the U.S., while contemporary Christian radio holds an average market share of 1.6 nationwide. John Brown University has also learned that KLRC’s sister station, KUOA AM 1290, which recently completed its first year as “American Family Values” talk radio, received its highest ratings ever during the same spring period. KUOA is the new home for KLRC’s former morning teaching programs. It also features “Northwest Arkansas Live” with Pete Fretwell from 7:00 a.m.- 9:00 a.m., Northwest Arkansas’ only local, live talk morning show. Its daily lineup includes nationally syndicated broadcasts from Dr. James Dobson with “Focus on the Family,” Dr. Laura Schlessinger, and Sean Hannity. John Brown University is a private university with an enrollment of more than 1,700 students from 42 states and 45 countries. JBU is a member of Arkansas’ Independent Colleges and Universities and the Council for Christian Colleges and Universities.