|
|
|
||||||||
"THIS IS WRNO WORLDWIDE...
"...broadcasting from the United States of America, down yonder in New Orleasn..now beginning its broadcast transmissions to Europe, North America and the world"
On the 18th day of Febuary, 1982, these words were spoken into a microphone and broadcasting from 100,000 watt short wave transmitter, officlay signied on the first privatley owned, commercially oriented short wave station in the United States since World War II.
By 1982, some 35 countries were already transmitting thousands of hours of programming in 148 languages. In America, some archaic laws were still on the books. One, for example, prohibited advertising to a country where a product was not readily available. Moreover, a para-commercail short wave service had been tried back in the mid 20's and had failed.
Why would anyone disregard such statistics and willingly fight the regulations, and the "good advice"...even one's personal credibility, and file for a license, investing 3/4 million dollars in the process?
![[IMAGE]](untitl_1.jpg)
WRNO plays to a audience from its New Orleans headquaters. Short wave signal and farsighted management have made the station an unqualified sucess.
A Man And His Mission
The short wave bands were often associated with political ambitions and ideological cross-fire; although, some entertainment did reach the ears of emotional immigrants grasping for ties with their homelands. Joseph Costello was already an extremely successful businessman. If profits were his motivation, the odds were stacked against him. Perhaps the challenge. Perhaps the pioneer instinct (he had already attacked FM previously, and won). One had to know the man to judge.
By age 12, he was a short wave fan and by 16 a licensed high frequency radio operator. While in high school he reported for a local radio station. It is not surprising that radio broadcasting would be his chosen major at Loyola University of New Orleans.
Step By Step
With his practical and technical mind, after college he designed AM and FM radio stations. However, he was also intrested in the management side of broadcasting, as evidenced by his studies at Harvard Buisness School. His first acquisition, and still his most cherished, came in 1967. When he built WRNO-FM from the ground up into the number 3 postion in the market. Partial ownership of KGLA-AM and KSMI-FM followed in '69 and '72, respectively. KXOR-FM came under his company's control, Gulf South Broadcasters, 100 percent in 1973. In 1975 Joseph Costello acquired a percentage of KKAY-AM. after that, he turned his sights to movies and in 1978 started a theatre chain. At one time WRNO Theatres further entertained New Orleans with 17 screens housed in five buildings throughout the area.
Global Audience
Maybe it was entertainmet, maybe showmanship, or maybe a crusading spirit that motivated Joseph Costello into short wave broadcasting. As he stated, "The last thing they need is another station playing their local music." On the other hand, he would candidly let on that "people outside America admire us and want to come here; I'm givng them a piece of the U.S.A." Whatever the reason, he took his bumps. Few took him seriously. Mr. Costello readily admitted that there were very few who believed, supported and helped him throughout '79 and '80 when his confidence was most vulnerable and his critics most vociferous.
Early Doubts
Joseph Costello, confessed that in the beginning he was apprehensive about running a 100 kW transmitter. After all, it was a long way from the 5 kW FM model WRNO-FM had started with. Would the design complexities of a 100 kW transmitter, along with its 20-fold power increase over the 5 kW model, represent too big a step for the station to take? Soon his mind was put at ease.
Power consumption also weighed heavily on his mind. The 100 kW power output, running 12 hours each day would indeed influence the profitability of the station. However, within months WRNO Worldwide showed a profit.
![[IMAGE]](untitl_2.jpg)
Joseph Mark Costello, III can keep the home fires burning" without going home. A fireplace is the centerpiece of his tastefully decorated office.
Formatting For
Universal Appeal
Today a small 30 x 30 foot transmitter building near Estelle, Louisian stands side by side with a gigantic 14 dB gain log-periodic antenna aimed +20 degress north at a 21 degree take-off angle. From here, play-by-play broadcasts of LSU and the New Orleans Saints' football games go on the air to be received in such remote places as Canada, Norway, Italy, Australia, Angola, Argentina and Venezuela.
But that is not all. Polished well-produced programs, icluding religious programming, news, and popular music request shows have indeed captured an audience, as testified by the thousands of letters received. Joseph Costello was constanly asked who these audiences are. Are they youngsters who, could be a significant market for, say, world distributed beverages? Are they affluent adults of interest to international airlines?
Surveys indicate that the most typical listener is male, about 40 years of age, well educated. Most are obviously leaders whp pass on and discuss what they hear. WRNO regularly transmits uncensored newscasts from the USA Network to give these listeners a more balanced view of the United States.
There is no doubt that, both as a person and as a broadcaster, Joseph Costello understood his audience. As he put it, if the U.S. wants foreign nations to hear about its abundant food supply, "the Voice of America will air an interview with experts; on the other hand, WRNO just lets the world hear its fast food commercials."
The formula must be right. In a survey, WRNO was shown to have the largest audience, right behind the Voice of America and ahead of our Armed Forces Radio. WRNO once garnered fourth place in the number of listeners to a spefic program, "World of Radio." Air personalities Glen Houser has been ranked as high as number 2 in the international charts for favorite broadcasting personalities. No small feat, considering WRNO is competing with traditional giants such as the BBC, Radio Netherlands, and Radio Moscow. And WRNO had been on the air less than two years supported by private funds.
Joseph Costello was very concerned with the quality of his reception. His people are constantly studying and applying for the most desirable frequencies at any time period.
A Responsible World Citizen
Of equal concern is WRNO's public image. The station was highly commended by the press, as well as by the U.S. Senate and Congress, for its public service alerting people outside the U.S.A. about the '82 Tylenol scare. Several Chicagoans had sent capsules overseas and had no fast way to contact the addressees; WRNO voluntarly alerted the world about the danger.
Voice Of The World
In New Orleans, it has been said, "Let Atlanta keep her Falcons and Ted Turner; we have our saints and Joseph Costello--a remarkable man and broadcaster who made radio history.
Return to "Frankie's" home page.