Bruce's Career
Capsule
I came to
know Jesus Christ as my Savior as child of 7 at a vacation Bible
school at my church in Wheaton, Illinois. My parents are solid
Christians and raised myself and two brothers in the “nurture
and admonition of the Lord.” I probably became interested in
radio as I grew up listening to Moody Radio of the Moody Bible
Institute. The Lord granted the privilege to attend MBI’s 3
year program (which is all they offered at that time), finishing
my radio and television degree at the University of Houston.
While at Moody and at U of H, internship opportunities exposed
me to drama production (MBI) and news reporting at the ABC o/o
in Houston. Also during the last year at U of H, I started
volunteering at KHCB-FM helping to fill shifts on weeknights and
weekends. Volunteers are the cornerstone of the ministry and
are still used today. Upon graduation in 1978, KHCB graciously
offered me a job as an announcer and producer. My thoughts were
to eventually go back to the Chicago area and serve in Christian
radio there, but the Lord has had different plans and I was
named president in the fall of 1991.
The KHCB ministry
began in 1962 in Houston with one station (at 105.7FM.) The
ministry has always been non-commercial and does not sell time,
sponsorships, or underwriting. It has grown from the one
station over the years, to more than 25 outlets, all are
non-commercial. The programming is a blend of teaching
programs, drama, and music. Also there is a Spanish network and
the ministry broadcasts in Houston on its AM 1400 station in
Chinese and Vietnamese. The ministry is a bit unique in that
there is no Share-a thon effort. The financial need is made
known through a “reading letters from listeners” program that
states the need at the end.
1. Personally how do
you keep the ministry in the “business”?
It is a challenge, maybe a struggle
for anyone to keep ministry and business together. Usually the
ministry aspect is the easiest because that is what our calling
is, ‘to meet needs.” The difficulty arises when one is having
to balance the ‘bottom line’ because of lack of funding and yet
still meet needs. Really, it is no different than what a church
has to do. All of us see need, want to do more but there is
only so much supply. I try and keep in mind that the Lord knows
better than me what are the needs, and (this is the hard part)
He might not use me or this ministry to fulfill that need, but
may use someone else. I have no brilliant insights, except it’s
a constant struggle and we all need to keep before the Lord to
make sure it is His direction and leading, not our impulse. I
suppose dealing with personnel issues at times is the most
difficult since we are related to each other in the body of
Christ. It is never easy, and from what I’ve learned from other
GM’s we all have the same struggles. I appreciate conferences
like NRB and other gatherings where you can visit with others
and discuss the same issues that are before all of us, and
hopefully learn some solutions.
2. Overall, how is Christian
radio different today, from 5 years ago?
Christian radio has changed
immensely in the last few years with the growth of the many
networks. Our small group has been able to expand with
‘unmanned’ stations and translators to some 25 outlets, but that
pales in comparison to KLOVE, AFR, and MBN. I am thankful to
the Moody Broadcasting Network that pioneered the studio waiver
from the FCC. This wavier has allowed cost effective expansion
of Christian radio to areas that previously had none or were
under served. However, all of us are warily watching as to how
long this window will last. I am also thankful for the extension
of the deadline for the new EAS and other requirements as
“networks” have to invest in new equipment for all their
stations. To me, that is an unnecessary financial burden to the
outreach of the Gospel, especially on a system that is suspect
at best.
3. What do you think are the
main characteristics of a Christian radio GM?
As far as main characteristics of a
GM, he or she has to keep ministry as the focus. I understand
the need to watch the numbers for ratings, but personally I
think that can sometimes become an incorrect gauge. I also
think a GM should be a shepherd, first to his staff, volunteers,
supporters and to the listeners. My personal feeling is there
is little difference between your work and that of a pastor of a
church. You may not know the names of all your ‘congregation’,
but you still minister.
Maintaining a
sense of family amongst the staff is also a good goal. As I
mentioned before, that’s particularly hard when there are
“personnel issues” with which to deal. Most of all, lead by
example, not by dictate. I am constantly amazed at the
leadership of Christ to his disciples. He was patient,
tolerant, and loyal, even when they weren’t. I know I haven’t
even begun to get it right, but hopefully I am striving in the
right direction.
Finally, I
would say a good characteristic is to be able to ascertain that
you are keeping the ministry on its mission. “Keeping the main
thing the main thing” is a question GM’s have to ask
constantly. There are so many needs, it is easy to deviate and
try and meet needs that are not part of your focus. Asking the
Lord for discernment is a good daily prayer.
4. What ways or methods do you
think work best to keep your staff motivated?
Keeping the staff motivated is not
my primary job. I’m old fashioned and believe your motivation
comes from within and ultimately from the Lord. This work is a
calling, not a job. Of course, Colossians 3 says that all of
our work should be done as a calling of the Lord not just a
paycheck to keep us off the foreclosure list. If you don’t wake
up interested in seeing how the Lord will use you today, then
you might be in the wrong job. No matter what your role at
the ministry, all of it is vital and necessary and is ministry.
To me, it’s the whole idea of what Paul told the Corinthians, we
are like a human body, and every part is integral and vital. I
know he was referring to the church, but the application is the
same for any ministry. Each of our staff is vital, whether you
answer the phone, open the mail, do an air shift, or mow the
lawn. Hopefully one does not need special talks, incentives,
etc., to stay motivated and to do a good job. There is no
greater incentive than to realize what Christ has done for us
and His desire to use you. (2 Corinthians 5:14-21)
5. What is the overall mission
of KHCB?
Our goal is to present to a general
audience through electronic media, on a non- commercial
primarily listener sponsored basis, Biblical truth with an
emphasis on the person and work of the Lord Jesus Christ.
That’s our mission statement and our guide to all we do. Since
there are many needs, and opportunities to meet those needs,
this is a great measure to stay focused on our calling.
6. How do you connect with
listeners in your local markets?
We are making a concerted effort to
connect with local churches and pastors to try and develop
relationships. Sometimes we can offer broadcast time to pastors
and ministry leaders to include short messages and or interviews
about special events held in that locale. We always try and
announce anything special in a community whether it is a small
Vacation Bible School in a church, or a city wide
prayer/evangelistic rally. Since we don’t charge for airtime
it gives freedom to highlight small and large ministries alike.
More than a year ago, we were able
to acquire some newer equipment which makes it easier to host
remotes in churches and non profit settings in the cities from
which we broadcast. The amazing technology of today allows us
to plug into the church’s (hi-speed) internet and viola! we are
sounding as good as a satellite link or the older RPU units we
all used to rely on. There is less equipment and that helps
with the ease of setup, and for that matter lead time. If we
hear of something that we want to focus, we can get there even
with little notice. What is interesting to us, is not only the
connection to the community from which the broadcast originates,
but the comments from listeners in the other cities that are
hearing the program, and how there is a sense of closeness and
camaraderie with communities hundred of miles away as the
testimonies and specials are aired. It has been well received.
7. How does KHCB recruit
volunteers?
Like a church, volunteers come from
hearing of a need, but more often because another volunteer
recruits them. We do mention the need on the air, but usually
someone gets interested because a current volunteer shares their
experience and invites them to participate. I guess it’s that
biblical idea of one reaching one that reaches another one.
8. In
your opinion what are the biggest obstacles facing Christian
radio today?
Certainly
making wise choices regarding the rapid changing technology is
one of the biggest challenges coupled with funding the equipment
for the changes. I am still hesitant to invest in the HD
technology. Since the car manufacturers have not offered
digital radios yet, I am reluctant to invest. The idea is
great, and would multiply the offerings one ministry could have,
but until more people have easy access to receiving the
transmission, it might have to wait.
One onerous
problem we all face is the higher costs and increasing reporting
requirements forced on broadcasters for music licensing. If
this is not curbed with some favorable court rulings or
legislation, it could easily force many of us to reconsider
internet and other broadcasting opportunities.
My other
concern is that Christian radio would not fall away from giving
the Truth of God’s Word. It is the Word of God that changes
lives, and as Romans 10:17 says, “faith comes by hearing and
hearing by the Word of God.” I hope that whether a station is
music, or long form programs or a combination, that the spoken
Word, (quoted by announcers, programmers, etc.) is heard often.
Sharing stories, personal testimonies, and the other are
helpful, but nothing is as powerful as the Word of God. Even
Hebrews 4:12 says the Word of God is a sword that can touch the
thoughts and intents of the heart! Nothing I or any other
announcer can say will ever be that penetrating, unless it is
the Bible! It is something we try and counsel our announcers to
keep in mind.
9. What
(if any) Christian radio stations do you consider as innovators
today?
I guess I’d
like to think all of us are innovators. Just like the need for
more than one church in a community, no two radio stations are
alike because each community can have a special characteristic
and reach an audience. All of us need to be creative and
vigilant on how to reach people with the Gospel, and how to grow
up believers in Christ. You know your community, that’s where
God put you and your staff. With His leading you can be
effective in your outreach and programming. As I mentioned
before, we are very thankful for the innovation of FCC attorney
Jeff Southmayd, who helped Moody Bible Institute pioneer the
studio waiver rules from the FCC. That has lifted a huge burden
for expanded outreach for all of us.
10. Where
do you see Christian radio in 5 years?
I am not a good
predictor of trends. But I do think there are and will be
spiritual needs and Christian radio is one of the best tools to
meet those needs. I don’t know if the transmission of our
signals will be via the “I-device”, the internet or just like we
are doing today. But, as the Lord said years ago, it is still
true today: “the fields are white unto harvest.” Radio is
still the most cost effective way to reach a community with the
Gospel. There is nothing as personal and as accessible as
radio. Radio goes into a home, car, office, prison, or anywhere
the signal can penetrate, and through the dissemination of the
Word of God, touch a life for eternity.
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