February 2003

Dear friend of KHCS,

 Would you like an inside look at the radio industry?  You may be surprised to know that most Christian radio stations do not program to an audience, but to only one “composite” listener.  Typically, she is 35, married with two preteen children, works part-time, attends an evangelical church and has a household income of $65,000.

What?  That doesn’t sound like you?  That leaves you out of the picture?

Yes, that’s why I think that programming for just one listener is irrational.  And I’ve been in radio for over 42 years, so I know something about it.

The truth is, there are a lot of men listening too, and people of both sexes a little (or a lot) older or younger than 35, holding down full-time jobs  (or none) and making more or less than $65,000. 

I believe that proper programming balances the desires of various listeners against each other to provide an interesting blend, rather than just presenting music and programs targeted to a mythical “Becky.”

That’s why the Listener Survey we sent out last October is so valuable in programming KHCS.  Just because I’ve been in radio for awhile doesn’t mean I know everything.  I have to listen to the Lord.  And listen to you!

Your favorite artists (from the necessarily limited list in the survey) were Twila Paris, Keith Green, Steve Green, and the Newsboys.

We asked if we should attempt to reach more listeners under 30.  Of the respondents, 52 percent said that we should.  Every day more young families with children are moving to the Coachella Valley.  It’s a nice place to live, and not just for retirees.

We may attempt to attract some of these younger listeners by playing other songs by the above artists, and some compatible songs by popular groups like the Supertones, DC Talk, etc.  Also we’re looking at airing more short features that are of interest to young married adults.

Did I say “teenagers”?  No, absolutely not.  We have no intention of dumping everything we do now, instead just broadening our appeal a little.  Younger adults often have little or no affinity with traditional church culture and require different methods of ministry.  Exactly how we might reach them will require some time and more research, so it won’t happen overnight.  You can expect to receive more surveys in the future as we plan future programming. 

Meanwhile, I want you to know that your involvement as a Ministry Partner is vital so that we can improve our service to you and to our community.  You see, no one can just walk  into the studio, sit down in front of the mic, open their mouth and have interesting, entertaining and insightful words fall out.  Good programming requires thought and preparation.  This takes time, and, as the old saying goes, “Time is money.”

These expenses of operating the ministry of Joy 92 continue daily.  Some ministries attempt to operate from one “income spike” to the next, depending on the ability of each appeal letter to motivate donors.  

We prefer to depend on God to provide the motivation.  Simply put, Christianity is following Jesus.  If you are following my prodding, you are not following His leading!  And that’s not what Christianity is all about.

I would just like to ask you to pray and see what our Lord wants you to do to be a partner in helping KHCS bring uplifting Christian programming to the Coachella Valley.  Will you do that for me?  Thank you.

In His joy!

Glen Kippel
General Manager

P.S.  Many ministries and not-for profit charitable organizations  have professional advertising agencies write their constituent letters for them. 

I write every letter myself, and I hope you find them interesting.