THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Sunday, September 24, 1995 TAG: 9509230030
SECTION: DAILY BREAK PAGE: E1 EDITION: FINAL
SOURCE: BY CRAIG SHAPIRO, STAFF WRITER
LENGTH: Medium: 79 lines
THE COLD, HARD facts of fiscal life are threatening what is arguably the most musically innovative radio program in Hampton Roads.
Faced with greater demands on a sluggish budget, the management at sister public radio stations WHRV (89.5) and WHRO-FM (90.3) recently pared the staff. Among the casualties: Art Williamson, co-host with Rollie Bristol of the popular ``Art & Rollie Show'' on WHRV.
Williamson also is morning-drive announcer on WHRV and does voiceovers for WHRO-TV. Terry Joy, who hosts classical music evenings on WHRO, and one off-air employee were given pink slips, too. All three will remain on staff until Dec. 1.
The cutbacks will reduce the stations' budget by $100,000, to roughly $690,000. Some of the money saved - $28,000 - will go for a new automation system to handle feeds from National Public Radio.
``It's the same thing that's happening all over the country,'' said station manager Raymond Jones. ``Industries are consolidating staff and going to automation. We had to find a way to get the budget down and run as efficiently as we could with fewer people.''
The concern, he added, was protecting the dual radio service. WHRV mixes news, public affairs and music, while WHRO is largely devoted to classical music. In cities with one public radio station, overall programming is often compromised, Jones said.
That's the businessman talking. Jones didn't relish playing hatchet man.
Downsizing was hard, he said, and a number of variables went into the decision. Still, Jones stressed that he hopes to maintain something akin to the status quo and that ``Art & Rollie,'' the only program jeopardized by the cutbacks, will continue to air Monday through Thursday from 7 to 8:30 p.m.
It won't be easy. Williamson, a polished, familiar voice to local audiences, would first have to find other work in the area, then be willing to co-host the show for a stipend.
When WHRV signed on Sept. 21, 1990, it was with the intention of attracting a wider range of listeners through more diverse programming, particularly locally produced music and public affairs programs.
Williamson and Bristol, who'd worked together 20 years earlier at WOWI when the station played rock 'n' roll, brought ``Whatever This Is'' to Friday afternoons. Besides its free-wheeling format, the show was quickly distinguished by its congenial co-hosts - self-described ``over-the-hill guys playing weird music.''
Listening to them was like sitting around the den with friends. Better, they didn't get in the way of the music. Bristol, a 12-year veteran of public radio, told an interviewer at the time that they abided by one rule:
``If it's good, we'll play it.''
Feedback was so positive that the following January the show was shifted to weekday afternoons and rechristened. After WHRV acquired ``Talk of the Nation'' in 1992 for the afternoon slot, ``Art & Rollie'' was moved to its current timeslot.
The real beauty of the show is that it isn't necessary to tune in every day to keep up with it. The reason is simple: A format-defying playlist that features 5 Chinese Brothers and Guy Clark, or Papa Wemba and Mark Germino, doesn't go unnoticed in this restrictive, play-by-numbers market.
And when something doesn't go unnoticed, it comes up around water coolers and in lunch lines.
True, word-of-mouth isn't as scientific as rating lists when gauging listenership. But it is more rewarding, and a proven litmus test for Williamson and Bristol.
Reached at the station's Hampton Boulevard studio, Williamson, who was hired in 1990 after stints at WMYK and the pioneering alt-rocker WOFM, couldn't elaborate on his plans, other than to say they would be dictated by the marketplace.
``Being in public radio is about the best caliber of radio there is,'' he said. ``I'm not too eager to do anything else. That's if I stay in broadcasting. I may have to make a career change. `You want fries with that?'
``I'll continue to do a good job here. I'm keeping my options open. I'm looking for anybody who wants to talk about employment.'' MEMO: Do you have a suggestion or complaint about local radio? Call Infoline
at 640-5555, category 3425 (DIAL). by CNB