By Stephen Smoot
The name of the LLC that purchased three Hardy County radio stations under the WELD umbrella is called Save Our Station.
Its name laid out the business’s fundamental mission.
So far, mission accomplished.
Until April of last year, prospects for the station continuing service appeared grim. Debts had piled up against the former owners of the three stations and their property. Ownership also held three licenses issued by the Federal Communications Commission.
The bank holding the debt sought as much compensation as it could reasonably get.
“It was a gut-wrenching time,” said Chip Combs who, along with numerous partners and supporters, organized the effort to save the station.
Last April, the assets went up for auction. Initially, auctioneers wished to sell the rights to the station property first, then the licenses. Radio licenses cannot be sold or traded, but rights to them can be. Final custody of the licenses depends on FCC approval, though.
The Save Our Station organization protested and successfully requested that the auctioneers auction the rights to the licenses first, arguing that without the licenses, possession of the property meant nothing.
Three bid on the licenses, but two dropped out. Combs said, “We were the successful bidder at $22,000.
A final curve ball came when the bank looked to act on its right to auction the property and licenses again in tandem, but backed off and allowed the original sales to stand.
The total price of all was $175,000 for the building, land, licenses, and the priceless collection of classic country and other music dating back decades. More than 80 investors pitched in to purchase the property and licenses while also providing “seed money” for Save Our Station LLC to modernize its operations and return them to profitability.
By last July, Save Our Station LLC “took over lock, stock and barrel.” The team that has led the way since includes Joshua Parsons, the manager, as well as Floyd Sheppard, Kris Stamp, Amanda Blankenship, and Combs.
WELD figures large in the history and traditions of the Potomac Highlands. At one time, it boasted of a large listenership extending into three states, ranging from Allegheny County, Maryland, to Pendleton County and the Shenandoah Valley of Virginia. Its listener base has constricted in the last generation, but many still carry fond memories.
Bryan Ward, a Fisher resident and member of the House of Delegates, recalled that the station served as a fundamental part of people’s lives over the years. “I still remember when I was a kid, riding around with my dad in the truck, listening to WELD,” he recalled. He went on to say that “my grandfather and father always tuned in when the obituaries came on. They were always eager to hear that.”
The station has traditionally served a more significant purpose, as a reliable source of information during emergencies. History remembers the pivotal role WELD played during the flooding that devastated the area in November of 1985. Areas completely cut off from power, or even roads, could rely on battery operated radios to hear the news.
A WELD broadcaster stayed at his post for almost the entire event, receiving updates, verifying their veracity, and broadcasting them on the air. This served as one of the most important examples of broadcast journalism in state history.
The station remains reliable and trusted. According to Rick Gillespie, Pendleton County emergency services coordinator, “We fully support WELD.” He added that “during emergency situations, they are an excellent source for providing updates to the public.”
WELD similarly supported emergency services during the fires last March. They broadcast updates about the fire spread, let listeners know when first responders needed food, water, or other assistance, and helped to clear the noise of misinformation that sometimes appears on social media.
Save Our Station’s leadership team seeks to make the three stations under the WELD umbrella as local as possible while updating necessities to attract a 21st century audience.
First, the team almost tripled its social media reach from just under 1,000 to over 2,500 followers. They also adopted the mantra that “content is king” and put plans in place to “go beyond what your grandfather did.”
Improvement efforts include getting creative with promotions and other outreach plans. WELD’s station network regularly broadcasts area high school sports from football to softball and everything in between. They appear often at home and away Pendleton County games.
WELD also goes to local events, such as Trout Fest, and other fairs and festivals.
Additionally, station leaders pay attention to the music. Combs, who says he “gets paid to listen to music and act silly” reviews in its entirety every song that plays on the air. This level of quality control ensures that listeners get new music that meets their standards and does not violate those of the FCC.
He shared that they seek out West Virginia based and other local artists, saying, “Some of it is pretty darned good.” Additionally, the station makes sure that the broadcasts stay fresh by doing themes for each day during the week.
Efforts have paid off. West Virginia Living recently announced that WELD was selected second in the state for best radio station.
Combs shared that station leadership “is trying to give people a reason to tune in.” With listener numbers up between 30 and 40 percent during this time last year, WELD appears to have succeeded while striving to broaden the base with programing that continues to achieve excellence.
