David L. Strand, Executive Director of the Board for Communication Services for the LCMS has posted an 'explanation' that he hopes will make the controversy surrounding the cancellation of Issues Etc. go away. However, I know for a fact that Strand's official statement is full of half-truths and bureaucratic misdirection.
Here is just a sampling.
1. Business or Ministry?
In his official statement Strand states:
In fiscal year 2007-08, KFUO-AM’s operating deficit was $620,698. Since 2001, the accumulated deficits at the station have been in excess of $3.5 million. The LCMS budget, entrusted to our care by members of our Synod’s congregations, has absorbed these shortfalls for years. After long and prayerful consideration, it became clear that measures had to be taken to stop the ongoing, staggering losses.
Please consider this, if Issues Etc. was cut because of business losses then how come it was the ONLY program on KFUO AM that ever asked for donations and support? If Strand was so concerned that KFUO AM was operating in the red then how come he didn't demand that the other programs, which constitute 82% of the total air time for KFUO, ask for donations as well?
One of my sources told me on Monday that the Synod has always considered KFUO AM to be a ministry outreach and therefore was not concerned by the expenses of keeping KFUO AM on the air.
Please also consider this fact. The treasurer of the LCMS was in Germany on the day that Issues Etc was cancelled and was shocked by the announcement that the show had been cancelled. If Issues Etc. was cancelled for financial reasons, then wouldn't it make logical sense that the treasurer of the LCMS would have been part of that decision?
2. Audience Size
Strand grossly understates the size of the Issues Etc. audience. In his statement he says:
Some may also be under a misapprehension about the size of the “Issues” audience. In 2005, station management decided it could no longer justify paying for expensive ratings reports in light of the predictably low and static nature of KFUO-AM’s audience numbers. At the time, a blending of the spring 2004 and spring 2005 “books” showed an average listening audience during the “Issues” Monday-Friday timeslot of 1,650. There is no indication these numbers have grown appreciably since.
It doesn't take a rocket scientist to notice that Strand purposely omitted the number of people who listened to Issues Etc. via podcast. Why didn't he include those numbers? Answer: by omitting those numbers he is able to make it appear like very few people ever listened to Issues Etc. But if the Issues Etc audience is a small as David Strand would have you believe, then why is there a national outcry against this decision?
Also, missing from these figures are what those in the business world call a "comparative baseline". In other words, in order to get a proper perspective of these figures then we'd need to know how many listeners each of the other shows have during their respective time slots. But that information is also missing from Strand's statement.
3. 2004 - 2005 listener data??
Please also notice that Strand sites listener data statistics from 2004 and 2005 as the basis for making the decision to cancel Issues Etc.? Here is what he said:
At the time, a blending of the spring 2004 and spring 2005 “books” showed an average listening audience during the “Issues” Monday-Friday timeslot of 1,650. There is no indication these numbers have grown appreciably since.
Ummm...that data is 3 to 4 years old. How stupid does Strand think that we are?
Where is the current Radio Ratings data? Oh yeah, Strand claimed that he doesn't have the latest ratings because they are expensive.
In other words, David Strand is claiming that this decision was based upon listener data that is 3 to 4 years old.
This doesn't make any sense.
Investors do not make decisions about which companies to buy stock in using ONLY data that is 3 to 4 years old.
Sales Managers do not create sales forecasts using ONLY data that is 3 to 4 years old.
Accountants do not make budgetary decisions using ONLY data that is 3 to 4 years old.
Why would synodical executives make the decision to cancel Issues Etc. using ONLY data that is 3 to 4 years old?
The answer is obvious. Strand is not telling us the whole truth. He has told us a fiction and is using old data and partial information to support the STORY that they've created.
4. Mis-direction
When we consider the fact that, by David Strand's own admission, KFUO AM has been losing money since 2001 and has accumulated a $3.5 million deficit the obvious question arises, "Why are Todd Wilken and Jeff Schwarz being blamed for the operating losses at KFUO AM instead of David Strand?"
When a business is losing money it is the MANAGERS AND EXECUTIVES who should be held accountable for the losses instead of those working in the trenches. In fact, if the synod was really concerned about the financial losses at KFUO AM then it would have made more sense for them to fire David Strand for mismanaging the station by allowing this situation to continue unabated for so long.
David Strand obviously had no sense of urgency when it came to raising the funds needed to staunch this bleeding. The fact that Issues Etc. was the only program on KFUO AM with a well thought out fundraising plan shows just how poorly David Strand was managing KFUO AM.
Making Todd and Jeff responsible for David Strand's mismanagement of KFUO AM is not only laughable it is criminal!
Conclusion
This statement by David Strand is a propoganda piece designed to silence critics and end the controversy. It was carefully crafted using only carefully selected bits of information while omitting data that would give people the full and complete picture.
Unfortunately, this piece because of its half truths and omitted data will do nothing more than add fuel to an already raging fire.
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