The VAB Features Radio Station WFLO

Community. That is certainly one word to describe WFLO. From announcing the weather and local news to reporting community obituaries, WFLO has been serving Farmville citizens since 1947. It has become a source that people depend on and choose to make a part of their daily lives.

“We address whatever the community needs. Large stations don’t always do that,” says Henry Fulcher, co-owner and vice president. Fulcher is referred to as a “radio dinosaur” by staff members and arrives one hour early to work.

He came to WFLO in 1956 after recovering from polio and spending time in an iron lung. “He would spend his time listening to the radio during his illness; that’s why he got into broadcasting,” reflects John Wilson, president and owner of WFLO, or more formally, Colonial Broadcasting Company, Inc., that owns the station.

Wilson came to the station in 1950. He began writing commercial copy and became manager in 1953.

He has seen the vast changes the station has undergone, including the addition of FM in 1960 and the station’s restoration after a major storm in 1996 demolished a station tower.

He explains that the station has a “variety format” and offers a wide range of radio programs. Yet it is the implementation of local news and weather that is so paramount to WFLO and the community in which it serves.

Such service and commitment to community would not happen without a dedicated staff. The station has approximately twenty staff members and works together as a team. Wilson claims: “we are very fortunate to have a very dedicated and local staff.”

Chris Wood, who was discovered by WFLO after taping an advertisement for a local boutique, has been at the station for twenty years now. She started part-time, gradually increasing her air time and now serves as program director, bookkeeper and an on-air personality. “Chris’ talents have really exploded. She has the natural ability and aptitude for this kind of work and it shows,” states Wilson.

Chris also takes great pride in the “Lost and Found Pet Corner” she established, which offers to Farmville citizens the chance to let others know of missing or wandering pets over the air. “We’ve found dogs, cats, chickens, cows—it is great PR.” she says.

General Manager, Francis Wood, who has been with WFLO since 1971, helps to foster this sense of community through his “Call Flo” radio program, which involves taking “raw” calls from individuals. The calls are not screened and there is no tape delay. “I never know what I’m going to get or what someone is going to say.” There are regular callers and sporadic ones, but one thing is for certain—the program is a common bond for individuals of the community.

Once, for example, someone called regarding a personal concern about not being able to pay an electricity bill. Within just a short period of time, people who had heard about this situation over the air began to pull funding together. “The power of radio is really unbelievable,” states Francis. “It really helps to create a community and a family.”

WFLO also sponsors telephons to raise money for those in need—local and remote. For instance, $23,000 was raised for Madeline’s House, a facility for abused women and children during a two-day event telethon. The station has contact with the Red Cross during emergencies and food donation efforts are made as well. Approximately $15,000 was raised for the Tsunami disaster relief efforts and $5,000 for Hurricane Katrina.

WFLO is also focusing on staying on top of FCC issues and of course, the digital transition. Acquiring a new digital transmitter is on the horizon, though “Big Bertha,” the station’s Raytheon AM transmitter is still used on a daily basis.

“Big Bertha” has served WFLO since 1947 and is the oldest transmitter of its kind in the United States still used in radio broadcasting.

The station is evaluating their options in integrating a new billing system and updating their AM studio as well. “The digital transition is a real concern for small market stations,” contends Francis Wood. “It is a major investment.”

Nevertheless, Wilson claims that although there have been many technological advances for the station and perhaps many more to come, its goal has remained the same: to keep on trying to be a locally owned station. “We are free to do what is best for the community and we are going to keep on doing that—accurately and promptly.”