Legendary Santa Cruz radio station struggling to stay on air, may close doors very soon
Saturday was the last day for KUSP’s May Day Fundraiser to help the community radio station stay on the air.
“There are no reserves,” said KUSP general manager Bonnie Primbsch. “The reason why we did this drive is because we were facing the real possibility of being at cash zero at the end of this month.”
KUSP used to carry NPR programming. Last November they decided to switch to a music discovery format, a new product that blends a wide range of music from emerging and well-known artists, along with the station’s specialty music shows.
“We were challenged by the loss of NPR listeners who no longer support the station because we’re not offering the NPR programming,” said Matt Farrell, KUSP board of directors vice president.
With listenership down 33 percent, the station says it needs to raise $300,000 by the end of April, to help them stay afloat for the next six months, while they grow their audience and establish the new format.
“It takes a while to build listeners,” said Farrell. “Just like with anything else it doesn’t happen overnight.”
Dr. Dawn has hosted her show “Ask Dr. Dawn on KUSP for the last 18 years.
“I love it, it’s the highlight of my week,” said Dr. Dawn.
She too has been working through the possibility that her show along with KUSP may go off the air soon.
“I’m not ready to give up on anyone, patient or radio station until there’s no pulse and there is still definitely a pulse here,” said Dr. Dawn.
Those sentiments are also echoed by KUSP. The station says given the chance they can do great things because people are already taking to the music discovery format.
“Lots of listeners stepping forward and saying “Oh my gosh I didn’t think I was going to get to hear this on the radio,” said Primbsch. “Or, how did you take my iPod and make it better? Or, oh my gosh good bye Pandora.”
So far KUSP has raised at least $100,000. They told KION decisions will be made very soon about whether or not they can stay on air.
