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By Mary Phelan
For the thousands of people in the St. Louis region who enjoy having classical music at their fingertips 24 hours a day, KFUO-FM “Classic 99” has a permanent place on the radio dial. Indeed, the permanence of this classical music station—one of only a handful of its kind left in the country—is part of what makes it so unique.
KFUO-FM was founded in 1948 as a listener-supported station, but in 1983 it turned commercial. Though the station is owned by the Lutheran Church-Missouri Synod, its revenue comes from advertising and private and community support.
Classic 99’s mission has remained the same throughout its 55 years of operation—to provide classical music and a voice for the arts to the St. Louis region. The station’s programming provides a broad array of classical music, as well as specialty programming, such as live Saturday afternoon broadcasts of the Metropolitan Opera and a weekly program featuring the Saint Louis Symphony Orchestra.
What has not remained the same is the radio industry. Due to deregulation, all but a few radio stations across the country now belong to larger organizations. Many classical music stations disappeared when they were acquired by big companies. Given the radio industry’s shift toward consolidation, how does Classic 99 maintain its independence?
Dennis Stortz, director of broadcasting, gives credit to the Lutheran Church-Missouri Synod. “With their world headquarters in
St. Louis, they have a strong commitment to the community and classical music,” he says.
That strong commitment helps keep the station vital. Classic 99 sponsors a number of outreach programs, including “From the Garden Live!” a spring and fall series of free Sunday concerts at the Missouri Botanical Garden.
Tricia Oates, director of community development and education, manages education programs that include Classic Kids at School, a music appreciation course for elementary school children; and Young Heroes in Music, biannual concerts from the Missouri Botanical Garden that showcase black classical music students.
“Over a 10-year period, our programs have reached more than 12,000 St. Louis area youngsters,” Oates says. “For many of the children, this is their first experience with classical music, and their response is genuine enthusiasm.”
As different as Classic 99 clearly is, can the station continue to succeed in its St. Louis market niche? “By all means,” Stortz says. “The station continues to grow an audience of listeners who value its unique contributions to the St. Louis region. Classical music and the arts provide the cultural base of the community, which complements and supports its residential, commercial and economic endeavors. Classic 99 has a vital role in sustaining and nurturing that base.”
 As a part of the station’s outreach, Tricia Oates (standing) visited The Learning Tree to spread excitement about classical music. |
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