Radio Station Confronts Decline in Ad Revenues

WHRB, the independent student-run radio station, is facing serious financial problems that have caused it to cut back on its coverage of Harvard sporting events and may cause it to turn to the University for money, WHRB staff members said yesterday.

The radio station's problems stem from a sharp decline in advertising revenues, staff members said. Revenues for the current year are projected at $13,000, compared to budgets of $18,000 to $21,000 during recent years, said staff members who spoke on the condition that they not be named.

A 60 percent reduction in WHRB advertising by the Harvard Cooperative Society will cost the station $3000 this year, staff members said.

WHRB's financial difficulties will take their greatest toll on sports broadcasting, of which the Coop has been a prime sponsor, the staff members said. The Coop ended all sports sponsorship this year.

Coop officials could not be reached for comment.

The store has increased its advertising in other station departments, which will partly offset the lost sports revenue, station manager Laura H. Finkelstein '87 said.

The station will suspend its coverage of the men's basketball team's away games, she said.

A member of the sports department said that baseball coverage this spring is also in jeopardy.

In addition, Finkelstein said she is "pretty certain" that for the first time in four years, WHRB will not be the only radio station to broadcast Harvard hockey games.

WHRB is marketing its advertising on the assumption that the Kelly Group, which owns the broadcast rights to Harvard athletic contests, has found another station to carry Harvard hockey, Finkelstein said. She said it is impossible to predict the impact competition might have on WHRB advertising.

The board of the undergraduate organization is scheduled to meet today to consider a variety of fiscal measures, including a plan to seek several hundred dollars from the Harvard Foundation to support a program of Latin music.

The station's cash flow problem was evident two weeks ago when it did not have $750 on hand to cover the cost of a needed replacement part for its equipment. The station ordered the part on the assumption that its cash flow would improve by the time payment is required, staff members said, quoting a note in the organization's staff digest.

WHRB has historically been independent of theUniversity. Although its rent, heat and water areprovided by Harvard, the station owns its ownbroadcast license and transmitter.

Direct University funding is "not something wewould like to have happen," Finklestein said.

But, she added, "Funding for special projectsis different than day-to-day funding." The lattertype of funding would take the form of directgrants, and would more clearly pose a conflict tothe station's independence.

The station must file its budget with theoffice of Dean of Students Archie C. Epps III byOctober 17.

WHRB finished preparing its budget last week,but it has yet to submit it to Epps's office.

Epps said yesterday that he was not aware ofthe station's difficulties. In the past, hisoffice has helped the station appeal toadvertisers, Epps said.

Finkelstein said that diminished sportsbroadcasting will be the only immediate effect ofthe financial difficulties. The on-the-roadbasketball coverage lost money last year, shesaid.

"Things run in cycles. We've been cuttingcorners, lately," Finklestein said.

Coverage of away games in particular has becomeincreasingly expensive because of rising telephonecosts, said John P. Toohey '87, a member of thestation's sports department. A $400 deposit wasrequired to obtain a telephone line for one awayhockey game last year, Toohey said.

John P. Reardon '60, Harvard's director ofathletics, said he had not heard of any agreementbetween Kelly communications and an outside radiostation to broadcast Harvard hockey. In the past,such an agreement had never been made without hisknowledge, Reardon said