KSFI (alias "Lite FM-100") was honored by Gov. Norm H. Bangerter earlier this month for its participation in a $200,000 community campaign designed to educate the public about alcohol, tobacco and substance abuse prevention. This program could become Utah's largest community-oriented, public service radio campaign.
The governor also honored Smith's Food and Drug Centers, the program's co-sponsor."A Guide to Fight Substance Abuse" is a 28-page tabloid-size guide filled with articles, checklists, tips sheets and other information to help parents educate their children about drug abuse.
"Studies show that we need to begin substance- abuse prevention earlier in a child's life," said Ken Bell, KSFI spokesman. "Even though the media is full of 30- and 60-second tips, we found parents were asking for more. This guide was written with that in mind, to give them something to sit down with. Something to study. And something to share with the entire family."
FM-100 recruited the support of Smith's in its campaign. Over 50,000 copies of the booklet have been printed and are being distributed in every Utah Smith's store. Bell said the printing of another 100,000 is planned because of the high demand.
"We began the process six months ago," Bell said. "After ascertaining the need in the community, we approached Smith's, mainly because of their high profile and generous attitude toward community involvement. We then met with the governor's staff, the Office of Education, Division of Alcohol and Substance Abuse, and many other local and state agencies."
After all the articles were written, proofed, rewritten and reproofed to everyone's approval, radio script writing started. Local, state and even national dignitaries were invited to participate by recording substance-abuse vignettes.
On-air messages were produced to be aired in stages: first, to draw attention to the problem; second, to draw attention to the need for help; third, to begin educating parents with ongoing commercials; and fourth, to announce the availability of the guide.
The on-air campaign is now in its fifth step - encouraging parents to pick up the guide.
The KSFI-Smith's program also got every elementary and middle school in the state involved. Bangerter's special two-minute message to the children was duplicated and given to nearly 600 Utah schools to be aired.
The tape also encouraged children to participate in a statewide substance abuse coloring contest. Six families will win trips to Southern California and Disneyland - courtesy of Morris Air Service.
"Simultaneously throughout the state, every child knew about the campaign, the coloring contest and the Disneyland trips," Bell said. "It's the first time this has ever been done to our knowledge."
The project involved lots of dollars and work hours. Because more thab 30 local and national companies lent their support to the guide, FM-100 and Smith's were able to provide it free.
Bell said KSFI will undoubtedly follow this community campaign with others since the Simmons family, owners of the radio station, has always taken an active role in community service.
- NEW CALL LETTERS - KZOL (FM-96.1) is now KXRK. The station, nicknamed "X-96," has been granted new official call letters by the Federal Communications Commission that more closely match its nickname.
FM-96.1 became the new home for many former KJQ personalities back on Feb. 13. The station, previously known as "K-96," was an adult contemporary station.
- QUAKE REALITY - That small Utah earthquake Monday brought an interesting detail to light: Some listeners apparently have trouble believing what FM radio's most entertaining DJs tell them - even when it's true. In other words, since these DJs are humorous and semi-serious the majority of the time, when a big news development does occur, some listeners are initially very skeptical.
For example, some radio listeners who didn't actually feel the earthquake were not so sure that "Jon & Dan," "Fisher and Todd" and several other FM morning teams were serious when they discussed the earth movement.
Others probably simply abandoned the FM dial and tuned in to AM radio - particularly KSL - where serious news is the rule of thumb.
Sometimes entertainment and serious news don't mix well, and switching these "gears" can confuse listeners. Still, with April Fools' Day less than two weeks a way, it does make you wonder what the morning teams on KKAT, KISN, KLZX and several others will have in store for listeners this year.
- RADIO DAY - Speaking of April Fools' Day, the Utah Advertising Federation has declared April 1 its annual "Radio Day," complete with a special luncheon and out-of-state radio speaker. Since so many DJs make it a point to not be serious, maybe that's the most appropriate day possible for such an event.
- KBYU (FM-89.1) has started two new programs this month, "The Salzburg Music Festival" (Tuesdays at 7 p.m.) and "The Minnesota Orchestra 10th Anniversary Season" (Fridays at 7 p.m.).
- KBZN (alias "The Breeze," FM-97.9) - Harold Budd and the album "By Dawn's Early Light" will be featured Sunday, March 22, on "Musical Star-streams" (8-10 a.m.). Later in the day, "Jazz Trax" (7 p.m.-midnight) will have guest Ottmar Liebert. "Red Dust & Spanish Lace" will be included in the show's "Archive Album" segment.
Next week's "7 O'Clock CD" schedule is:
Monday, March 23: "Heather Mullen," by Heather Mullen.
Tuesday, March 24: "Tingri," by Jonn Serrie.
Wednesday, March 25: "Classic Masters," by Ronnie Laws.
Thursday, March 26: "Early Alchemy," by Acoustic Alchemy.
Friday, March 27: "Heart of the City," by Tom Grant.