Date of Award


Degree Name

Master of Arts



First Advisor

Dr. Richard Gershon

Second Advisor

Dr. Paul Yelsma

Third Advisor

Dr. Jules Rossman

Access Setting

Masters Thesis-Open Access


This study examines the Alternative Music Format (AMF) of station WIDRFM, Western Michigan University from a programming perspective. The study reviews literature related to AMF programming, and provides information related to listener and non listener patterns of radio interest from two self-report questionnaires. The purpose of the study is to provide reliable information on this most unique format plus recommendations in order that future managers, programmers and music directors can make informed decisions for future managerial and program changes.

The major results of this study indicate that the AMF does not promote effective listenership among the WIDR-FM audience. Also, there were no appreciable differences among listeners and non listeners relating to music type. Specifically, listeners were more interested in listening to radio than the particular music played.

Included in

Radio Commons