Tell us about your station:
We’re a multi-cultural, young leaning, millennial-minded Top 40 station. BOOST 101.9 is heard on a super-translator (250 BOOMIN watts! ;), two out of town rimshot signals, and the HD2 of our sister station, 99.1 JOY-FM. We’re excited about discovering and refining the recipe to grow CCM’s audience beyond the walls of Christian AC. (Which will ideally also ensure a brighter future for our friends at AC!)
Despite our limited coverage of St. Louis, we’ve been very pleased and grateful to be consistently top 3 and usually #1 for TSL with Women 18-34. We’ve also seen great growth with teens….closing in on top 5 in overall share in the most recently available numbers. Our app has added more than 5,000 new users per month since 2016 began.
We’re passionate about:
1. Obedience to Christ.
2. Bridging the racial divide in St. Louis and beyond.
3. The ability to keep it real, from the conversations our DJ’s have to the music we play.
4. Having soooo much great music to work with! Whatever notions you may have about there not being enough music to do a “young” “Christian” format well, please allow our modest success and research to inspire a rethinking of that notion.
5. Seeing more stations around the nation take a chance on younger listeners. They deserve (and NEED) this format just as much as anyone else.
Your station’s most successful promotion:
Going strictly by numbers, the “Six Flags Fridays” contesting we did last August was killer.
We invented a Six Flags Fugitive. His name was Gary. He allegedly “stole” the Six Flags tickets we had set aside for our audience. We tracked him all over the region, and set appointment listening times for clues every hour, every Friday in August. Every time a listener found his latest local hiding spot, they won tickets.
The appointment listening aspect, the fun play-along factor, combined with the attractive prize gave us an immediate number bump. It was the first time our TSL passed 7 hours a week for Women 18-34 (and consequently our first time reaching #1 with them).
Numbers aside, the Six Flags partnership morphed into them inviting us to host other events at the park while playing our music for everyone walking in while we were there.
Resources your station uses:
We’re Tracy Johnson Insiders, members of Creative Cardio, and users of Futuri’s LDR1 platform for song voting and alerts. (We set an average of 30,000 listening appointments every month with Futuri texting, tweeting, and emailing our listeners about their favorite songs!) Tate Luck helps produce our smoking hot imaging. Our biggest partner is our sister station, 99.1 JOY-FM. We would not exist without the passion and vision our GM Sandi Brown and the board share for reaching St. Louis.
One bit of wisdom to share with others:
I’m a shameless cheerleader for the format BOOST 101.9 does. Someday, this could be the “next big thing.” Or, it may always be a fun niche’ to fill. Either way, it’s a vital calling. And vital callings can’t always be measured by ratings and revenue. (Though I like it when both are up.)
We’re all going to get to Heaven and learn just how few of the things we deemed important really were in God’s eyes. There are times to seize moments, ride waves, insert your favorite cliche’ here, and do the right thing for under-served groups of people simply because they’re who God’s heart beats for. Listen to your local Top 40 or Hip Hop station for just one quarter hour, and then tell me that time isn’t now and the need isn’t painfully palpable.
“Not everything that can be counted counts, and not everything that counts can be counted.” – William Bruce Cameron
Share an impactful listener story:
Amy was drawn to BOOST 101.9 because of the upbeat Pop and Hip Hop we play. One night, at her lowest point, she decided she was done living. But thanks to the relationship she had with BOOST, she chose life. One of our DJ’s stayed up with her long after their show was done, and she told us that without that DJ, nothing would have stopped her from suicide.
Yes, these stories happen at Christian AC and other formats too. We can never have enough of them! 🙂 But Amy wasn’t drawn to AC. Had BOOST 101.9 not been in her life, she would have likely been feeding her soul with negative “secular” Pop and Hip Hop. Would she have had anyone around to speak life to her at that critical moment?
How has your station been impacted through CMB Memberships?
The take-home knowledge CMB has made it a priority to equip us with is invaluable. I have more notes than I know what to do with; that’s a good thing! Especially considering the alternative. The relationships our team is making both inside and outside our building with other CMB-lovers is serving to make all of us stronger and more connected to our purpose.