Almost a century ago, a gentleman by the name of Henry Garrett (then superintendent of the Dallas Police & Fire Signal System) installed a 50-watt radio transmitter in the central fire station to transmit fire alarms to the other Dallas fire stations.
Between fire alarms, Garrett connected the transmitter to a phonograph and played his collection of classical music recordings. Thus began the life of WRR, which 90 years later (and with a much, much stronger signal) is one of the divisions of the City of Dallas Office of Cultural Affairs.
WRR 101.1 FM is a 24/7 classical music station, operating under an FCC commercial radio license. Because of this commercial license, WRR is what we call in the city an enterprise fund: the station sells advertising to generate revenues to cover its operating expenses, pay for capital upgrades, and keep an operating cash reserve.
The station plays an important role as the voice of the arts in North Texas, providing a venue for call-to-action advertising for arts organizations. I never expected to be in the radio business, but I find that many of the strategies used by the station to meet its bottom line can be successfully applied elsewhere in the agency and by our local arts organizations. Read the rest of this entry »