Benchmark Study Places KUAF Among Top Public Stations Nationally

FAYETTEVILLE, Ark. -- A study commissioned by the federal Corporation for Public Broadcasting (CPB) ranks KUAF in the top 10 percent of public radio stations in the U.S.  in providing outstanding audience service and maintaining excellent financial health.

The study was conducted by Brody Weiser Burns, a consulting firm specializing in high-level assistance to nonprofits. It evaluated annual financial reports and audience data from the 314 CPB-qualified public radio licensees for a five-year period from 1999 to 2003.

According to the study, only 23 percent of all stations had acceptable financial health and above-average audience service while only 10 percent of the total “have it all”-excellent financial health and outstanding audience service. CPB named these stations as the “best of the best, or soaring” stations. KUAF is part of that 10 percent of stations the study calls “soaring.”

In contrast, 27 percent of all licensees have the worst of both worlds - poor financial health and below average audience service. Half of all stations fall short on one measure or the other. Either they serve their audiences well but have financial problems (29 percent) or they have strong bottom lines, but lack audience loyalty (21 percent).

“This study provides additional evidence that KUAF is committed to making wise financial decisions while providing the best possible service to listeners in the region,” said KUAF General Manager Rick Stockdell. “It’s a significant accomplishment for the station and its listeners and supporters.”

“KUAF has been planning some significant upgrades to the station that will occur within the next year, including the construction of two digital radio stations that will provide additional programming services to west and northwest Arkansas,” Stockdell said. “The support the station receives from listeners, underwriters and the University of Arkansas is the reason KUAF is in such good financial shape and able to move ahead with building new digital stations.”

In its most recent on-air fund-raiser, KUAF set a goal of raising $130,000. Not only did listeners meet the goal, they pledged in record time, allowing KUAF to finish its spring campaign on the fifth morning of an eight-day drive.

Donations to KUAF also count in the university’s Campaign for the Twenty-First Century, which has a goal of raising $1 billion by June 30. Listeners of KUAF have given more than $4.8 million to the station during the course of the Campaign, and the radio station has a goal of reaching $5 million.

Listener-supported KUAF 91.3 FM is a 100,000-watt station broadcasting from the University of Arkansas in Fayetteville. KUAF is a Corporation for Public Broadcasting qualified station and is celebrating 20 years as an affiliate of National Public Radio.