WFCR’s Move to Springfield Will Enhance Its Visibility and Programming

The Fuller Block Building on Main Street in Springfield, where New England Public Radio will set up shop in 2014.
“People can go to the Web, and they’re able to have Internet radio in their car, so they’re able to hear all the [national] programs we air without going through any of our stations,” said Miller, CEO and general manager of New England Public Radio (NEPR). “So it’s important that we produce local programming, regional programs; that’s the reason people will come to our station and support it and care about it.”
But that commitment to the local community extends far beyond content. About two years from now, WFCR-FM and WNNZ-AM will take up residence on Main Street in Springfield — a project that Miller and others say is an important piece of the ongoing rebirth of the city’s downtown.
“One of the great things is that this is street-level space, highly visible in the main section of downtown, where there’s lots of foot traffic. People going by will see what we’re doing, and they’ll know we’re there,” Miller told BusinessWest.
“We’ve gotten a fantastic reception from the mayor, the business community, and the economic-development council. People are really looking at this as a boon to the downtown area and part of the revitalization plans for Springfield.”
The move will quadruple the office and studio space for NEPR’s flagship station, WFCR (long located on the UMass Amherst campus) and its recently acquired all-news sister station, WNNZ, with the purchase of the entire first floor of the Fuller Block Building at 1537 Main Street.
“The first floor on Main Street and the basement are over 16,000 square feet,” Miller said. “We also have space at WGBY public television channel 57, where we’re building a 1,200-square-foot news office, and we are going to retain that as well and turn it into a news-talk production facility for a program we will create on WNNZ.”
The move downtown, expected to be completed sometime in 2014, is a major step up in space, visibility, and expansion potential, Miller said.

Martin Miller says public radio stations need to focus on local content to remain vital to listeners.
“We were given the opportunity to look at space in Springfield,” Miller said. “We found space on Main Street and, at the same time, will retain a portion of our facilities in Hampshire House at UMass, where we’ll still be able to produce news and have some of our fund drives and have student interns working.”
The station, which currently serves an audience of 180,000 on WFCR and WNNZ, has managed to produce its content from an outdated suite of offices and studios crammed into 4,000 square feet. The pending expansion will allow NEPR to broaden its local programming options and make badly needed technological upgrades — but those changes will take money to go along with Miller’s vision.
Stationary Target
To be precise, the station needs $7 million.
“Last May, we kicked off the 50th anniversary of WFCR and kicked off our 50th-anniversary campaign at the same time,” Miller said. “We’re still in what’s technically the quiet phase of the campaign.”
Some $4.1 million of that comprises the facilities portion of the campaign, including the purchase-and-sale agreement with Tom Dennis, who owns the Fuller Block Building. “We are converting the first floor and a portion of the basement to a condominium arrangement, and we should be closing in the next few weeks,” Miller said. Overall, NEPR has raised $2.67 million; of that, just over $2 million is earmarked for the facilities piece.
Other campaign funds will go toward new programming and upgraded technology both in Springfield and Amherst, Miller explained.
Last year’s campaign launch and announced move to Springfield came in the wake of a significant growth pattern for the station. In 2007, WFCR began leasing 640 AM, WNNZ’s powerful frequency, giving its listeners access to regional, national, and international news and talk programming. WFCR then purchased WNNZ outright late in 2010.
Around the same time, the WFCR Foundation also acquired 91.7 FM to broadcast WNNZ in Franklin County. The ongoing capital campaign will support the purchase and construction of another brand-new frequency in Adams, 98.9 FM, serving Northern Berkshire County as another piece of the all-news WNNZ network.
“Another thing we did last year was, we took a look at where we’ve been the past 50 years and where we are today in terms of expansions we’ve done and programming for different audiences. We rebranded ourselves as New England Public Radio because we do have a very large reach, a very large geographical area. And we wanted to be able to better market what we do as a public-radio organization, which includes an online presence at nepr.net.”
New England Public Radio will continue to expand its programming as well, in several ways:
• Youth Radio, an initiative first undertaken in California that has taken off with public radio stations across the country, is dedicated to promoting the intellectual, creative, and professional growth of young people through education and access to media. The program taps into young local talent to create and produce original media, giving them a voice in the community while developing marketable skills.
• A new cultural program will be known as Street Level Sounds. Each month, NEPR will partner with arts venues and organizations to present music performances and spoken-word programs to the community. These presentations could take many forms, including Web casts, podcasts, recordings posted on the Website, and broadcast use. Street Level Sounds will also include news-interview programs done before a live audience and live performances where WFCR music hosts engage with musicians and the audience.
• NEPR will also develop a range of new talk and news programs, with daily content devoted to topics of local and regional interest, including an hour-long news/talk program for all-news WNNZ and more news content for WFCR and nepr.net. The program will be a talk-radio program, where listeners can call in and participate. The local program content within NPR’s All Things Considered will likely feature straight reporting as well as interviews.
Miller said local offerings in both news and cultural programming are important to the community.
“We see what’s happening in the newspaper world; we know about the cuts in reporting budgets,” he said. “We believe we’ll be able to bring more news for people looking for information about what’s happening in their communities — whether at a cultural or news level. Developing new programming, and being hyperlocal in that programming, is extremely important. Having the facility in Springfield is really a means to get to that end.”
Downtown Trained
Miller repeatedly came back to WFCR’s long history at UMass, and how the college’s enthusiasm to be a part of Springfield’s revitalization played a major role in the station’s move.
Beyond the station’s relocation, other examples of the university’s growing presence include the relocation of the school’s Design Center into one of the buildings in Springfield’s Court Square and participation in several arts-related initiatives, including the Art & Soles project that brought a few dozen six-foot-high sneakers to the downtown area.
“I think that, while we value our partnership with the university, they really opened the door for this to happen,” Miller said. “The university wants to have a presence in Springfield, and this would not be happening without the university’s involvement. Here on campus, we’re kind of tucked away; people don’t really know that we’re here, so I think being in Springfield will make a huge difference in terms of that community connection. It’s already opening doors in terms of connections we’ve never had before.”
Students, he stressed, will still have on-campus access to completely renovated and updated WFCR facilities, while being able to intern at the new Springfield station as well.
After closing on the Main Street property, Miller said, demolition inside the building will begin by the end of the year, followed by the extensive construction phase. “We expect to be able to move the majority of our staff, which means the majority of our operations, sometime in 2014, so 24-30 months from now.”
By then, downtown Springfield might have several more economic-development stories to tell — and perhaps New England Public Radio can be a part of telling them, directly from the scene.
“We’ve heard an incredible amount of good things from people here about how much is happening in downtown Springfield,” Miller told BusinessWest. “I think people are very concerned about Springfield and want to see the city make a comeback. It’s coming — and we see ourselves as part of that.”
Joseph Bednar can be reached at bednar@businesswest.com
























