Clark Atlanta University’s 91.9 WCLK Atlanta has revamped its music mix as it attempts to expand its donator base.
Now positioning itself as “Classic. Cool. Contemporary.”, the Atlanta Journal Constitution reports that the station has shrunk its daytime playlist from around 900 to 400 songs, while adding more modern artists and what would be classified as Smooth Jazz into the mix.
Claiming the station has only about 1900 members despite a Cume over 100,000, station GM Wendy Williams states that the station used a $60,000 donor grant to conduct a music research study to find holes to grow the audience and donor base.
Of course the changes are not sitting well with a small, vocal group of WCLK supporters. That includes afternoon host Jamal Ahmad, who has lost the ability to select the music played on his show.
@JoiGilliam I'm not gone Joi! I's still here lol! They just put the brakes on me selecting my own music. We are officially commercial radio.
— Jamal Ahmad (@jamalahmad19) August 27, 2013
INSTANT INSIGHT: As we’ve seen with the ongoing drama at Pacifica’s WBAI New York, personal motives and differing interests lead to the inability of a non-commercial station to make the sometimes difficult decisions needed to sustain the station. If Ahamd is going to undermine the efforts of the station to grow its audience, he’s part of the problem and not any future solution. Even as a non-comm, the station needs to make money somewhere to sustain itself. The status quo was obviously no longer sustainable. Either adapt or die.