CASE STUDYWUMB Boston
Can You Hear Me Now?
DESIGN: MINELLI INC. BOSTON
WUMB RADIO OF BOSTON, MASSACHUSETTS, HAS LONG BEEN REGARDED AS ONE OF THE COUNTRY’S PREMIER public radio stations for folk and acoustical music, but the number of listeners was falling. To help combat that, the station applied for and received a grant from the Corporation for Public Broadcasting intended to help increase awareness of its programming.
WUMB executives realized its reputation as the best source for folk and acoustic music limited its appeal. Moreover, the perception was untrue. WUMB offered much more, but in public radio it is risky to alienate your most loyal audience. They are the ones who donate most generously and regularly. Pat Montieth, station manager ...
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