Vermont Public Radio - Once Just A Radio Station, Now A Vermont Institution

By Cybèle Elaine Werts  
CybeleW@aol.com

Originally published in the Champlain Business Journal, Burlington VT

The Colchester building that now houses National Public Radio was built in 1907 and served as a veterinary hospital for horses at the Fort Ethan Allen Homestead. Its skylight and pressed-tin ceilings evoke the history of the building which played an essential role in this army base that defended the Canadian border. Just a few steps further and the high technology of a modern radio station takes over. The perfect combination of Vermont’s past and present, this historic building also reflects the growth of VPR over the last 22 years as a community masthead. "Having a building of our own is an important part of our investment in the community," says VPR President and General Manager Mark Vogelzang. "The building represents how VPR has solidified and become part of the community, and also our commitment to the history of the area."

The building now housing the production facilities and offices is a fairly new addition to the family. Since 1977 when WVPR began broadcasting at 1200 watts from the Historic Windsor House, the station’s administrative and production functions were spread out over multiple locations. Much of the space was cramped and technologically out-of-date, particularly considering the rapid growth that THE STATION would experience over its first two decades. The capital campaign for a new building began in 1992 with a goal of two million dollars, and was completed in 1995. Unlike its military beginnings, the building now houses state-of-the-art production facilities which allow statewide call-in programs like Switchboard to be produced with ease. Unlike the makeshift facilities of the old offices, there is now space to create the variety of high-quality programming that listeners now expect.

New Burke Mountain Station

More and more listeners will have the opportunity to enjoy this programming, as planning for the final station at 88.5 FM atop Burke Mountain nears completion. It will bring a marked improvement to listeners in Vermont’s Northeast Kingdom, and particularly to technically hard-to-reach areas such as St. Johnsbury and Lyndonville. The fundraising effort is now underway to raise a $85,000 capital appropriation needed to complete the station, as well as cover the first year’s operating costs. When completed in the Spring of 1999, VPR will be the only statewide radio station.

Statewide Broadcasting

This ability to broadcast statewide will be a particularly important communications tool in the case of an emergency, or even during a situation which could leave residents especially in need of communication, such as the upcoming Y2K situation. Even in good times however, this unique station is the top-rated public radio station, with more radio listeners per capita than any other state. For every one hundred people listening to a Vermont radio station, twenty of them are tuned to VPR, flying in the face of common stereotypes about Vermonters. "VPR is an important part of many farmer’s lives here." says Vogelzang. "People depend on the news we broadcast to keep up on what’s happening in the news, and particularly so during an emergency."

New World Channel

Residents statewide can now keep up with international news as well with the new World Channel, WWPV 88.7 FM, broadcasting from St. Michael’s College in Burlington. Thanks to a strong listener response, the channel is now continuing past the original schedule of broadcasting only during the 1998 winter holiday break. It features a 24-hour schedule of high-quality information and cultural news that reflect the best of international programming, a lineup not offered on any other radio station. "In public broadcasting, we’re always trying to strike the right balance between news and music." adds Vogelzang. "The World Channel will not only allow us to offer more news, but also will satisfy our listeners’ consistent requests for more international programming." Programs included are culled from the British Broadcasting Corporation, The Canadian Broadcasting Corporation, Public Radio International, and the World Radio Network. Featured highlights include the CBC’s As It Happens, and Public Radio International’s The World.

Changes in Fundraising

All these new opportunities for listeners cost money however, and VPR is up to the task. Fundraising in an important part of strategic and financial planning, with the 16,000 current members providing 55% of the operating expenses. The average donation is about $52 per member. The remainder comes from underwriting, and grants from the Corporation For Public Broadcasting. One of the common misconceptions is that people think that we are government or state supported. "In fact," says Vogelzang, "VPR is a community-based, self-supporting station produced by Vermonters for Vermonters." About 42 hours of the 168-hour week use programming such as Morning Edition or Fresh Air that originate with National Public Radio. Shows produced locally include all classical music, local commentators, and folk, jazz, and opera shows. "Sometimes listeners who haven’t had a chance to listen to the our programming think that they won’t like classical music." Adds Vogelzang. "But then when they give it a try, they like it and become a member."

While some listeners enjoy the "behind-the-scenes" look and the special programming offered during fundraising efforts, some still tune out. Fortunately their approach has been updated to appeal to the latter group, using humor and a lighthearted touch. The new policy to subtract days based on donations received has also been popular. Listeners are encouraged to donate appreciated assets in addition to or instead of cash pledges, which allow them to benefit from a federal income tax deduction for the full fair market value of the asset as of the date of the gift. "Donating appreciated stock is good for both the members and for VPR." says Vogelzang. "It’s a growing trend across America that is a great benefit to non-profit groups."

As VPR moves into the next millennium, Vogelzang focuses on serving listeners and fulfilling their mission. His challenges include the increasing costs of programming and keeping an eye on what is relevant and appropriate to Vermont listeners. To keep in touch with listener’s needs, he regularly hosts Dialogue, an hourly call-in show that is broadcast quarterly. A recent show focused on the impeachment coverage that had pre-empted several shows as well as feedback on the winter fundraiser. While many listeners lamented the fact that their favorite shows had been pre-empted, they made it clear that the importance of this impeachment trial was something that made the loss worthwhile. At the time of the broadcast, four days had been taken off the winter fundraiser thanks to members sending in their pledges in advance. Other listeners commented that the fundraiser was managed in a "confident" and "upbeat" way, with none of the "desperate" and "needy" tones that characterize other public radio and television fundraisers. "I’ve been very impressed with how important VPR is to people across the state," Adds Vogelzang.

VPR is located at 20 Troy Avenue, Colchester, VT 05446. The telephone number is (802) 655-9451. Volunteers are always welcome.

Copyright 2000