The weak explanation

So late this past week came this letter from David Strand attempting to explain the cancellation of “Issues, Etc.”

Here’s part of it  -

In fiscal year 2007-08, KFUO-AM’s operating deficit was $620,698.  Since 2001, the accumulated deficits at the station have been in excess of $3.5 million. The LCMS budget, entrusted to our care by members of our Synod’s congregations, has absorbed these shortfalls for years.  After long and prayerful consideration, it became clear that measures had to be taken to stop the ongoing, staggering losses.

Although some are under the impression that “Issues, Etc.” was profitable and self-supporting, the fact is the program lost approximately $250,000 in the last fiscal year.  While airing for only 18 percent of KFUO-AM’s programming week, “Issues” accounted for more than 40 percent of the station’s total deficit.  These figures are based on the audited financial statements of the LCMS. 

Over the years, every effort has been made to cut expenses at KFUO-AM.  At the same time, particularly in the past year, extraordinary measures were taken to bolster the financial support of the station.  A sizable portion of those efforts focused on assisting “Issues, Etc.,” the most costly program on the AM schedule.  Unfortunately, these measures have not solved the problem.  As of February 29th, two-thirds into the current fiscal year, KFUO-AM was on pace to suffer heavy losses again.

Some may also be under a misapprehension about the size of the “Issues” audience.  In 2005, station management decided it could no longer justify paying for expensive ratings reports in light of the predictably low and static nature of KFUO-AM’s audience numbers.  At the time, a blending of the spring 2004 and spring 2005 “books” showed an average listening audience during the “Issues” Monday-Friday timeslot of 1,650.  There is no indication these numbers have grown appreciably since. 

As for the audio streaming of “Issues, Etc.” via the Internet, the numbers are similarly low.  During the last full month (February 2008) for which we have reports, the average number of live, streaming listeners during the “Issues” Monday-Friday timeslot was 64. 

On Sunday nights, when the first hour of “Issues” was syndicated in a number of markets (an opportunity for which, during the past fiscal year, the LCMS actually paid $66,000 in broadcast fees), and where the second hour was available only on the Internet, the peak number of online listeners on the KFUO stream was 39. 

Not surprisingly it didn’t take long for supporters of “Issues, Etc” to ask questions, become suspicious, ask some more questions, and locate “missing” data.  Speaking of the “missing” data, here’s a nice breakdown of it -

David Strand today made a two-pronged case to support his cancellation of Issues Etc.

1. The show lost $250,000 in the last fiscal year.
2. Listenership was too low to justify the cost. To support this assertion, Mr. Strand quoted these numbers:
a. Avg. weekday radio listenership is assumed to be around 1,650.
b. Avg. weekday streaming listenership was 64.

Less than 12 hours later, we have access to KFUO logs, showing the number of people who downloaded Issues Etc. in the 4th quarter of 2007:

• October = approximately 170,000
• November = approximately 320,000
• December = approximately 160,000

The November number appears to be an anomaly. The report shows 134,000 downloads of the May 10, 2007 episode (Hour 2). That’s almost certainly a mistake or a glitch in the reporting. Removing that number brings the November total into line with the other months.

On the other hand, this total reportedly does not include downloads from iTunes — the most popular download service for podcasts — and downloads of the Windows media file format. It is safe to say, given these limitations, that the total download numbers are understated by this report.

But let’s assume a total of 480,000 downloads in the three-month period. There were 60 original shows produced during this time, including Sundays. (Keep in mind that the show is a repeat on Fridays, and took off the week of Christmas.) That means 167 1-hour segments available for download.

On average, each 1-hour segment of the program was downloaded 2,874 times, not including iTunes or WMA file downloads. These numbers also fail to include the pass-around value of downloaded files. There is no way to track the number of times a file is copied, once it is downloaded to a computer. Many churches distribute CD copies of the show, for example.

So you ask, how does all this information compare to KFUO-FM or when looking at download stats how do other programs measure up?  Personally, after seeing some of this additional information, I’m starting to think there’s more to the story, that it’s about more than money.  And that comes from someone who until recently wasn’t even really aware of the program.  For that reason I’m going to follow this advice -

Pray for our synodical leaders, especially Pres. Gerald Kieschnick and Mr. David Strand, who are in a very difficult position at the moment. Pray that they receive holy wisdom, courage, crucified strength, and humility to speak the truth in love. Pray that their hearts and minds would be free of every assault of the devil, the world, and their own sinful flesh. Even if you are angry with them, especially if you are angry with them, pray for them.

Pray for Jeff and Todd, and their families, that they receive the needed support to provide daily bread for their tables, and especially for Jeff’s wife Beth, who is sick. Pray that they have the courage and wisdom to make sound decisions about their short term and long term futures.

Pray for the KFUO staff who has to field the brunt of the public’s anger, though they are only doing their jobs and providing for their families.

Pray for the nice lady at the LCMS switchboard who has likely heard vocabulary usually reserved for a hockey game.

Pray for our synod, that we truly learn to walk together in the unity of confession, faith, and practice.

Pray for our apologists and evangelists who stand at the front lines to proclaim the Gospel of Jesus Christ to a world that has not heard and needs so desperately to hear the good news of the justification of the ungodly by grace through faith for Jesus’ sake.

Pray for all who fight to defend our Reformation heritage, remembering that our warfare is not with flesh and blood but with the powers and principalities of darkness. Pray that they fightly boldly, bravely, and with honor. Pray that the Lord would grant each of us repentant and receiving hearts that trust in Jesus Christ and Him crucified.

Almighty God, grant to Your Church Your Holy Spirit and the wisdom that comes down from above, that Your Word may not be bound but have free course and be preached to the joy and edifying of Christ’s holy people, that in steadfast faith we may serve You and, in the confession of Your name, abide unto the end; through Jesus Christ our Lord. Amen. 

In the meantime I will keep this in mind.  I also encourage you to sign the petition (currently over 5500) if you listened to or support the premise of a program like “Issues, Etc.”