Response from Bill Lueth, Program Director of KDFC

I was honored to hear from Bill Lueth, Program Director of KDFC, one of the radio stations I highlighted in my last post. Thank you, Bill, for taking the time to write to me and enrich this blog's discussion of the classical radio industry.

"I found your blog today interesting. Like other formats, all classical stations 'market' to specific audiences, WQXR included, as they are the marketing voice of the NY times. By design, they appeal to an older and more musically sophisticated audience to match their readership I suppose. KDFC is geared as the gateway to this great music to include a younger audience that is not necessarily trained. We have a large audience of musical moms, albeit not Juliard trained, (although we have musically-trained folks listening too.)
I heart NY, but WQXR attracts half again as many listeners as KDFC with almost 3 times the potential audience in a market of 15 million + vs. SF at under 6 million population (market #4).
That means KDFC in the Spring ratings was the #2 music station in the Bay Area. WQXR was 20th in greater NY.
Now, we know that doesn't mean either stations can appeal to all classical fans. it doesn't mean one is better than the other. Each chose a target. KDFC believes those who like this music, but don't know it, should be invited to listen too like this gentleman who emailed be today.
"I love listening to KDFC on my way to work and driving back home. Really eases the mind after a long day of work." He asked about a composer named "Gambrial Foray."
Since not all kids get to have a musically-trained mom to make them musically wiser, we are trying to do our part to grow a new audience for this great music. So far we're held up as an example of success in the arts world of how to gain traction in a format many considered was dying.
We know that we can't appeal to all nor can WQXR, but these are two great stations with the same overall mission in 2 great cultural cities: keep classical music on the radio!"

Bill Lueth
Program Director KDFC