Can a 24-hour radio station aimed at kids 12 and under succeed in Chicago? Christopher Dahl, chairman of the newly launched Children`s Satellite Network, thinks so.
The owner of WWTC-AM in Minneapolis-better known as ”Radio Aahs”-he`s banking on his station`s two-year success story`s being repeated in other markets.
To date, his network is on the air in Washington, D.C., St. Louis, Baltimore, Denver, Phoenix and Salt Lake City to carry Radio Aahs`
programming. Dahl says he`s close to signing deals in New York and Los Angeles.
”We`ll be in Chicago as well,” Dahl said. ”I can`t guarantee when, but we`ll be on there.”
Children`s radio isn`t exactly a new idea. In fact, the forerunner for the Children`s Satellite Network was the ill-fated Children`s Radio Network, which operated from 1982 to 1986. Another attempt was the Orlando-based
”Imagination Station,” which had only two affiliates.
”The reason they failed is because they didn`t perfect the product on a local basis before going national with it,” said Dahl, who owns 15 other stations, primarily in the upper Midwest.
”There`s a big, big market for children`s advertising on a national basis, but you have to pioneer a local market for it, which is what we`ve done in Minneapolis. We`ve got a huge listenership base between kids and their parents and have been successful with advertisers with it.”
While Arbitron, radio`s primary ratings service, doesn`t measure the under-12 audience, Dahl has commissioned other research, which ranks Radio Aahs as the Twin Cities` No. 9 station with listeners between 4 and 44-kids and their parents.
”Kids influence a tremendous amount of purchasing power,” Dahl said.
”Those under 12 make up almost 20 percent of the population, and they`re not being serviced by radio-the most prolific medium in America. It was an obvious niche to fill.”
The key to reaching that audience is in the programming, and Radio Aahs`
is an alphabet soup that includes music-everything from Kermit the Frog`s ”On My Pond” to Bobby McFerrin`s ”Don`t Worry, Be Happy”-quiz shows, storytelling, educational programs and talk shows.
Working as a liaison with the station is a member of the University of Minnesota`s department of education. Under development are issue-oriented programs dealing with topics such as self-esteem, and an advice program. Many of the shows are hosted by kids themselves.
”Some of these kids are really good,” Dahl said. ”In fact, some of them are better than our regular adult hosts.
”We also just appointed a 12-year-old `vice president of fun,` who will be in charge of the direction of our entertainment programming.”
Now that Radio Aahs is expanding beyond Minneapolis via the Children`s Satellite Network, toll-free phone numbers are being set up to connect listeners with one another on the air.
”This has really become a mission for us,” Dahl said. ”Everyone here believes in what we`re doing and has seen the impact it`s had on our community. That`s what keeps us going.”
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Eddie Schwartz`s defection to WLUP-AM 1000 from WGN-AM 720 appears to have hurt his former station. In his first full ratings quarter at the
”Loop,” the station`s 10 p.m. to 1 a.m. audience share rose to 2.5 from 2.0 percent of the total listening audience, while WGN`s declined to 5.4. from 8.9.
