Case Study: How WESR Transforms Rural Broadcasting with Mobile and POST Solutions
The Challenge: Serving a Rural Community in an On-Demand World
Eastern Shore Radio Inc. (WESR), a third-generation family-owned broadcaster in rural Virginia, faced a common challenge among small-market stations: staying hyperlocal while adapting to evolving audience behaviors. With a strong focus on community-first content, including a local newscast, live interviews, and a weekly sports show, WESR needed tools to scale their efforts without sacrificing authenticity.
“We’re living in an on-demand world now. The days of sitting around on Wednesday night at seven PM and watching The Big Bang Theory are over. People want to hear content when it suits their schedule.” – Will Russell, Program Director at WESR
To meet that demand, Russell turned to Futuri for a smarter, more connected way to serve his audience, without expanding his already-lean team.
The Solution: A Multi-Platform Strategy That Meets Audiences Where They Are
Futuri Mobile App: A Hub for Community Connection
In 2017, WESR launched their mobile app with Futuri to deliver content from both of their stations: an AM/FM country translator and a 50,000-watt adult contemporary FM signal, alongside local news and features. Over time, the app evolved into a central pillar of their audience strategy.
Key features include:
- Streams for both stations
- Categorized news content, including sports and obituaries
- Push notifications for breaking updates
- Open Mic functionality to collect listener audio submissions
“What I really wanted was the Open Mic,” Russell explains. “Getting local voices on air is the bread and butter of community radio.”
The app now has more than 6,200 downloads and helps drive daily traffic to WESR’s news site, which routinely logs 18,000+ clicks per day.
POST: On-Demand Content with Minimal Lift
WESR uses POST to instantly publish on-demand versions of daily newscasts, interviews, and community shows. The automation frees up valuable time while broadening access to local content across platforms.
“I can do the news replay in less than a minute,” says Russell. “I’m feeding my kids, and I just run in, make it available, and head back. It doesn’t drag down my day.”
POST enables WESR to:
- Make their daily newscasts available on demand
- Offer replays of local interviews and community talk shows
- Provide access to sports coverage outside of traditional air times
SpotOn AI: Small Station, Big Creative Capacity
When a local business requested a quirky ad featuring talking squirrels, SpotOn’s AI voices delivered fast.
“We’re a real small operation, and having these voices at our disposal creates a whole new layer of creative options,” Russell explains.” It’s been a real game-changer.”
SpotOn enhances creative production and helps WESR pitch high-quality spots to clients who might be hesitant about recording their own ads.
Read More about how WESR is using SpotOn™.
The Results: Efficiency, Creativity, and Deeper Community Impact
Driving Audience Engagement
- 6,200 app downloads in their rural market
- 4,000 subscribers to their daily email newsletter
- Interactive contests that drove initial app adoption, including a popular campaign featuring local town names that generated 150 voice submissions
The open mic feature became particularly valuable for station imaging, with listener submissions used as on-air promos and community connection points.
Streamlining Operations While Expanding Content
- Automated content capture eliminates manual recording and editing
- Flexible scheduling based on actual audio content rather than rigid time slots
- Reduced workload for staff while expanding content availability
- Enhanced listener experience with 24/7 access to local programming
“It’s very user-friendly and it’s the direction radio needs to go…We need to be able to make the content available for people when it suits them.” – Will Russell
Strategic Growth
- Seamless extension into digital and mobile without disrupting legacy workflows
- Unified content strategy across radio, streaming, web, app, and even a new print magazine
The Bottom Line: Why It Works
“Futuri is figuring out the future of radio, so I don’t have to,” Russell summarizes. “Technology will only go backwards in nuclear war, so you might as well learn how to use it.”
WESR’s case highlights the power of combining traditional broadcasting values with modern tools to serve communities more effectively without breaking the bank or burning out the team.
Key Takeaways
- Mobile apps are powerful engagement drivers, even in rural markets.
- On-demand content meets modern expectations and extends the shelf life of live programming.
- AI voice tools expand creative capacity for local advertisers and station imaging.
- Integrated tools reduce workload while expanding access and audience reach.
- Local content, delivered smarter, remains radio’s biggest strength.
Ready to Modernize Your Station?
Want to see how Futuri can transform your station’s digital strategy? Contact us to schedule a demo and discover how our solutions can help you better serve your community.
