Case Studies

Media Consulting
Media Owner & Investor Consulting
Mike Henry’s consulting for non-commercial WYMS-FM in Milwaukee produced the most significant “community building” effort using a radio station in decades, and maybe ever. Funded by Peter Buffett’s non-profit NoVo Foundation, the goals for WYMS are not ratings and revenue. The goal for RadioMilwaukee is to present a radio station that reflects the racial, social and cultural diversity of the city itself. An entertaining music format heavy on local relevance was desired, without typical news and information, but with street level content exposing the real issues on the streets of Milwaukee. In an older rust belt city trying to evolve into a new economy and inclusive culture, it was hoped that RadioMilwaukee could be the rallying point for positive change.

To that end, Mike consulted WYMS for almost four full years before the station and new format was launched in 2007. RadioMilwaukee debuted with a new format never attempted before…a balanced combination of Urban progressive and Rock progressive music styles. More familiar than public radio, and more adventuresome than commercial radio, RadioMilwaukee is perhaps the first station ever to strategically position itself in the middle ground between the two polar extremes. The air talent was plucked from the real world of music lovers…not from radio. Real “community voices” fill the airwaves, not a station voice. As a package, RadioMilwaukee is completely new and different, and completely from the gut of Mike Henry. In its first ratings period, RadioMilwaukee ratings increased in both Cume and TSL while the listening audience shifted to a heavy concentration of 25-34 year-olds, previously hallowed ground for any public radio station.

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