18 Jul Humble Christian station KSBJ expands reach in Houston, Lib…
A combination of three moves has opened Humble-based contemporary Christian radio station KSBJ 89.3 FM to new markets and expanded their presence in Liberty County.
They moved their primary signal at 89.3 FM to the southwest from where it had been in the Plum Grove area next to Cleveland and moved it to the Fairbanks area in northwest Houston.
“This has pretty much increased our potential audience by about 46% with the combination of three moves,” said Joe Paulo, president and CEO of KSBJ.
With that move, they knew they were going to need to augment areas around Huntsville, Livingston, and Beaumont so they acquired Livingston radio station KSHN, which covers those areas. The station gained the markets they lost and gained additional areas as well.
“We purchased KSHN 99.9 and that regained some areas that we had lost when we moved 89.3 and now it covers the entire Beaumont area,” he said.
While not finished with the project just yet, Paulo said they are well on their way to accomplishing their vision from 2018. It’s been an eventful few decades for the leading Christian music station in the Houston market, but nothing compares to the recent moves made to expand their reach.
Radio personality and owner Bill Buchanan announced the sale to the Liberty County community on air and on his website.
“After 42 years in operation, first as KPXE AM and since 1991 as KSHN FM 99.9, the radio station has been sold. Our last day as KSHN FM will be Monday, July 1st. At 12:01 a.m. on July 2nd, our signal will be taken over by the new owners, KSBJ,” the announcement read.
It took many by surprise and the decision to sell was a difficult one of owner Bill Buchanan, 42 years of more than 54 years of his professional career being spent in Liberty, Texas.
The station will continue online at kshn.com or on most smart phones with the TuneIn app.
KSBJ Education Foundation purchased the antenna, the equipment to transfer the signal, and the FCC license from KSHN.
Before the purchases and moves, the KSBJ reach was at approximately 4.8 million. With the expansion move, that has almost doubled to 7 million.
“It’s huge and transformative for this organization,” Paulo said. “It’s the biggest growth and opportunity we’ve had in our 37-year history.”
It will expand the marketing and promotions area because Paulo said they have a commitment to the communities they serve. They don’t do sales because they’re non-commercial and listener supported.
“We hope that some of the listeners in those areas will feel compelled to help support the work with their donations,” he said.
Paulo said the vision from his board was simple.
“We’re mission driven, and oriented. We want to help connect people more deeply to God. That drives us in all that we do.”
He said it’s like companies who are financially driven. They want to increase their market size so that they can gain more revenue.
“We’re motivated first by how many people can we cover so that we can influence them in their walk with God,” the CEO said.
“Our goal has been to cover this entire part of southeast Texas. These three moves help us nearly complete that,” he said.
With the three major moves accomplished, there’s still more.
“We’d really like to strengthen our presence in Victoria. We have a small signal there now that doesn’t cover as much as we’d like.”
He said they also have spotty coverage in the Galveston area and would like to strengthen that as well but didn’t offer any details on how they would accomplish either.
Last year they conducted a $5 million capital campaign to help provide the finances to fulfill the vision.
“We had many generous donors step forward and we raised $5 million over and above our operating budget to do this signal strategy. Some of it is fulfilled and we still have some work to do,” he said.
The acquisitions, moving the 89.3, the marketing of the new signals, equipment upgrades to make the move possible, came from last year’s capital campaign.
“It’s all developed during this year. We were laying the groundwork for moving 89.3 last year, but the acquisitions were done this year exclusively.”
“This really is part of an overall emphasis to be ubiquitous. We need to…