Ozarks at Large Anchors KUAFs Regional Appeal

Local programming appears to be paying off for KUAF-FM 91.3, the local affiliate for National Public Radio.

Since going daily with Ozarks at Large in August 2010, the station’s annual donations and size of first-time gifts have increased, and so has the number of annual donor renewals.

While all of KUAF’s recent success might not reflect the popularity of the show, much of it does, say members of KUAF’s staff.

“It makes us closer to our audience,” said Rhonda Dillard, underwriting director. “In turn, it drives more listeners, and that, in turn, drives more interest from underwriters.”

Led by news director Kyle Kellams, Ozarks at Large covers the people, places and events of Northwest Arkansas and the River Valley. The program airs at noon and 7 p.m. each weekday and at 9 a.m. Sunday.

For years a one-man operation, Ozarks at Large now has a staff of six.

“Before, there just wasn’t the room to produce a daily show,” said Molly Rawn, director of major gifts and membership. “Everyone shared the same studio.”

Local appeal is important as about 70 percent of KUAF’s funding comes from listeners, 15 percent from the UA Fulbright College of Arts and Sciences, and 15 percent from the Corporation for Public Broadcasting.

In fall 2012, KUAF had its best one-week fundraiser of all time, topping $180,000, Rawn said. The station hopes to beat that figure in the upcoming fall campaign, from Oct. 24-31.

Rawn insists that Ozarks at Large, while it drives listeners and donations, is not about the money.

“We do not air Ozarks at Large to turn a profit,” Rawn said. “We do it because we think it’s important and we want to give back to the community.”