"The Buzz" in Pottstown

DISCLAIMER:  The views and opinions in the following are strictly that of the author.

There's been a lot of 'buzz' over the past couple years in a small community nestled in Montgomery County, Pennsylvania, about half the distance between Reading and Philadelphia.
It actually has a little claim of fame to it...Daryl Hall of Hall and Oates was born and raised there.
Notwithstanding, Pottstown is a community of about 22,000.  Slightly larger than the city of Butler, Pennsylvania, the Pittsburgh suburb out of which I'm based.
Like Butler, it has seen better days.  A struggling Main Street that is starting to show signs of recovery and even gentrification.  A tax base that has dwindled with the demise of smokestack industry.
But still strong, nonetheless.
But this isn't Daryl Hall's life story.  Nor the tale of two cities.  It's the tale of two radio stations.
Despite the size of Butler, we still have a retail base strong enough to support two AM stations and an FM station, due to the diligence of our dedicated and experienced sales staff.
And so does Pottstown.
Both towns are unique in the sense that they are sandwiched between two larger radio markets that also happen to have television stations.  Butler is smack dab between Youngstown, Ohio and Pittsburgh.
In Butler, our radio stations are still strong.  We have to do a lot of high-visibility off-air functions to remind people we're their local radio station, but those functions still contribute to our bottom line.
Three years ago this month, WPAZ AM 1370 in Pottstown, the flagship station of Great Scott Broadcasting,  went dark.  That is, off the air indefinitely.
Company president Mitchell Scott, whose parents founded the station in 1951, said the station was starting to lose money and immediately put it up for sale.
The reaction from the local community was overwhelming.  A group of people came together and raised money through a series of local concerts to try and purchase the station.
They managed to scrape enough together to provide a down payment.  Another company, Four Rivers Broadcasting, agreed to carry the paper for the balance.  These efforts managed to purchase WPAZ from GSB for $50,000.
Not a bad price for an AM station.
It went back on the air a year later.
As time passed, it became evident what was happening here.
The "WPAZ Preservation Society" became intent on operating it as a non-profit, non-commercial entity, and opening it to the community.
Or simply put, public access.
Ever watch a public access channel on cable?  Better still, ever watch a show on public access and wonder how some people get their faces on TV?
Now think of this in a radio forum.
Yeah.
Uh-oh, I said to myself.  This might not last long.
Most of the airstaff was made of volunteers, who were more or less allowed to play what they themselves wanted to hear, rather than respond to the majority of the community.
And those in charge were surprised that they couldn't get anyone to advertise on their station, even going so far as to accuse Main Street of turning its back on the station.
I'll also point out that this little station used to be heard in just about every Main Street business.  Because they played what advertisers were willing to support.
A call letter change earlier this year to WBZH "1370 the Buzz" did practically nothing to reverse the station's fortunes, despite a shift to more Adult Contemporary music during the daytime, though with still a volunteer airstaff.
The damage had been done.  Off the air for a year by its previous owner, a lack of practical radio business experience at the helm under the new owners, and no programming direction all but guaranteed this little station's demise.
A great many factors went into play that reduced this little powerhouse to as much significance as a birthday candle.
WBZH went dark again last month, after being $35,000 in payment arrears to its noteholder.
Fortunately, the WPAZ call letters are parked in a safe place, and can be reassigned.
Even members of the Scott family have expressed interest in getting this little station back.
To whomever winds up with WPAZ, be ready to roll up your sleeves and do some recovery work yourself, because it will take a hands-on manager to get it done.
And for Heaven's sake, listen to your community.  Not the vocal minority, but those very active in the community.  You know who I mean.



NEXT WEEK:  Friendly words