Message in the music: Radio station answers to a higher power

By Donathan Prater

Published: February 15, 2008

Their playlist reflects a belief in a higher power. And now they’re operating at full power.

Their radio station has only been on the air since December, but Praise 88.7 WELL FM already has a loyal listenership dialed in to their contemporary Christian music format.

Praise 88.7 FM is officially licensed in Dadeville but operates an office out of Auburn.

Praise 88.7 FM joins the ranks of nearly 2,500 Christian radio stations in the U.S., according to ChristianRadio.com.

And though Praise 88.7 isn’t the first station of its kind, the timing to purchase the radio station was just right for owner Jimmy Jarrell and his wife, Pat.

“There wasn’t a radio station that played that genre, and we’d wanted a contemporary Christian station here in our area for a long time; so when the opportunity came along, we jumped at it,” said Pat Jarrell. ” The market and audience for contemporary Christian music has really exploded over the last few years.”

And the numbers would seem to bear that out in the case of the genre.

About 71 percent of contemporary Christian radio station listeners are between the ages of 25 and 44.

And 64 percent of those listeners earn annual salaries of $50,000 or more.

In his more than three decades of buying and selling radio stations that featured formats from everything to country, hip-hop and rock, Jarrell, who also owns Jimmy’s Stereo in Opelika, feels that owning a station like Praise 88.7 has been one of the most rewarding business venture he’s undertaken.

“So many people have come up to me telling me how much they enjoy the music the station plays,” said Jarrell, whose station features the music of artists like Switchfoot, Third Day and Point of Grace.

While the station’s management is currently accepting sponsorships for advertising, no alcoholic products will be advertised on the station.

The long-term vision for Praise 88.7 FM will include greater involvement from churches and the community with the station that will serve as a means for churches to get the word out about upcoming events.

The station’s programming will also include news, weather and public service announcements.

Jarrell hopes to set up similar radio stations in Tuskegee and Union Springs in the future.

While he may own the station, Jarrell never forgets who’s really in charge.

“I feel like this is the work of the Lord,” Jarrell said. “We’re more than a radio station. We’re a community station.”

For a closer look at Praise 88.7 and its radio personalities, visit http://www.praise887.com.