Hope apparently is hip.
While some radio station formats are shrinking across the nation — including country music, classic hits and sports — contemporary Christian stations are among the few that are growing, according to a recent report from Inside Radio, an industry trade publication.
A top reason, some speculate, is the uplifting nature of God-focused music, church services, prayer time, advice segments and teaching programs.
“We live in such a dark society that people are hungry for hope and encouragement and certainty,” said Paul Batura, vice president of communications for Focus on the Family, a multimedia evangelical Christian organization headquartered in Colorado Springs.
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“Christianity and radio are kind of made for each other,” he said. “It’s a wonderful vehicle to help fulfill the Great Commission (Jesus’ call for his disciples to spread the gospel to the world) and also inspire and teach people wherever they are at: in their car, on a run or washing dishes.”
Local radio stations and programs like Focus on the Family’s are armed with longevity and loyalty.
Focus has been on the airwaves continuously since 1977 and was inducted into the Radio Hall of Fame in 2008. Focus founder James Dobson instituted the daily radio program, and current President and CEO Jim Daly took over as host 14 years ago.
The show is syndicated on more than 1,000 radio stations, and with transponders and other markets picking up the signal, the program claims a reach of close to 2,000 markets. In some cities, it’s broadcast on multiple stations.
“Radio is an intimate medium — it touches people in the way a book or TV or YouTube doesn’t,” Batura said. “A lot of times people are alone when they’re listening, and it tends to make a big impression.
“Whether it’s teaching, talk or music, it washes over them at a particular moment so that they feel, ‘That was meant for me.’”
Salem Media, which owns radio stations in 35 markets in the nation, has been licensed to operate two different Christian-formatted stations in the Colorado Springs market since 1996.
They’re both on the FM dial: KBIQ, known as Q102.7, plays a variety of Christian music, and KGFT 100.7 The Word is a religious Christian teaching station.
With nearly three decades of broadcasting locally, grandparents, parents and grandchildren now are loyal followers, said Christopher Gould, senior vice president over Salem’s two local Christian stations as well as Salem’s general-market news/talk station, AM 1460 KZNT The Answer.
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“The stations have been in those formats — and the content has remained pretty consistent — for almost 30 years. So something’s going right for us,” Gould said.
KGFT, the teaching station, offers programming from local and national pastors such as Charles Swindoll’s “Insight for Living” and Focus on the Family’s daily show, which features guests and explores contemporary and classic topics ranging from marriage and family to societal issues such as abortion and religious freedom.
“The interesting thing about the Christian format is that it’s not up or down with elections or even the economy,” Gould said. “It’s been very consistent over the years because we want to bring the Christian message of hope to our community. And oftentimes when the economy gets tough, advertising goes down in the market in general. But our Christian formats tend to be more resilient.”
Colorado Springs-area listeners also can pick up Catholic Radio Network, which does not operate a station here but broadcasts from Limon on KCRN 1120 AM, Pueblo on KFEL 970 AM and Denver-area stations are available over local airwaves.
Each of the 20 stations in the Kansas City-headquartered nonprofit network, which is solely funded by listener donations, reaches several markets, said Ken Billinger, network operations manager.
And each works a different program rotation, from prayer time to instructional, historical, educational and call-in advice shows. Also airing are segments from the late Mother Angelica’s Eternal Word Television Network.
Popular programs include “Called to Communion,” a live call-in show where theologian David Anders answers questions about the faith for Catholics and non-Catholics, and “The Doctor is In,” another call-in program hosted by psychologist Dr. Ray Guarendi. Listeners ask questions about personal problems, family matters and professional concerns, with answers focusing on applying Catholic teachings to real-life situations.
The organization celebrated its 20th anniversary last year, Billinger said, with Colorado being “a strong market” in its regional Midwest and West coverage.
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“It’s interesting because even though we’re a Catholic radio station, half our listeners are non-Catholics, who just like the upbeat, positive programming,” he said. “People can appreciate faith and learn about it, and it presents an opportunity to evangelize.”
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The Rev. Todd Hudnall, lead pastor at Radiant Church, which operates three campuses in the region, has regularly hosted an on-air program on Salem’s KGFT for 16 years, and prior to that he was a preaching and teaching radio personality in Texas and California.
There was less competition for people’s media time then, he said, but despite the advent of the internet and on-demand streaming, radio continues to be an effective way to reap fruits of the labor, Hudnall said.
“We consider our radio ministry an opportunity to minister Christ’s love, truth and healing to people who don’t actually come to our buildings,” he said.
But many listeners do: the show has been and continues to be the No 1 reason visitors say they decided to come to Radiant Church, according to Hudnall.
It’s also rewarding, he said, to have people tell him they enjoy and appreciate his radio ministry because it’s enriched their life and relationship with God.
“One day I was out mowing my lawn, and a neighbor I didn’t previously know was (walking) down our street. I greeted her and she responded, ‘I know that voice. Are you Todd Hudnall? I listen to your radio program every day.’”
Christian radio stations and programs are also usually livestreamed online and through phone apps, recorded for later listening, and some are linked to companion podcasts.
The technological alternatives have slightly decreased radio listenership for Focus, from about 6 million to more than 5 million, Batura said, though he believes radio still is holding its own.
“Radio’s demise has been talked about for generations, and so we’re bullish on it,” he said. “It’s a medium that allows us to reach millions of people.”
When Focus’ leader Daly travels the country and meets followers, Batura said some approach him with tears in their eyes and speak of how a particular program helped them through a difficult time.
“It was their companion through a lonely season,” Batura said.
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Topics about relationship issues, such as marriage, parenting and advocacy for Christian rights — “where we can provide practical help to people” — generate the strongest response, according to Batura.
As a nonprofit organization that pays for placement of its program in markets across the nation, Focus is selective, he noted.
“We’re assessing the most effective use of funds; if we see one station not having great listenership and we have a bad release time, we can invest in another outlet or release time on a station that’s performing better,” he said.
Although Salem Media is a for-profit business, Gould said the company’s goal is getting Christian messaging out there through the format, rather than making money or grabbing ratings, which drive secular stations.
“We make a commitment to the Christian community in whatever city we’re in, and ministries stick with us and people respond,” he said. “It’s not about ratings and revenue; it’s about reaching the community for the good.”
Contract renewals from program sponsors and advertisers tell him his Christians stations are meeting listeners’ needs and remain a successful marketing tool.
“Our programs are based on the continuing response they get from the community,” he said. “We’ve had 98% renewal rates from our programs.”
Another indication is that Salem’s local Christian music station, KBIQ, draws many non-Christian listeners, Gould said.
“It’s been a leader in reaching the general population from the get-go in Colorado,” he said.
In fact, it’s a “Top 10” performer among all the radio stations in this market, according to Gould.
“Radio remains a gold standard to reaching people,” Batura from Focus said. “God has given us this platform and medium to communicate, whether it’s uplifting, inspirational type of messaging or evangelicalism or engaging the culture.”
Contact the writer: 719-476-1656.
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