The New Millennium
Branding BRU
Rolling Stone 1994 Readers' Poll Radio Station of the Year
WBRU was not alone on the local airwaves in the 1980s and '90s, as stations WHJY and later WDGE vied for the same youthful audience. But WBRU cultivated a loyal following, pushed out the competition, and preserved its niche in the Providence market.
In September 2000, alternative station WFNX went on the air with a strong FM signal and an existing foothold in Boston radio. WFNX directly competed for WBRU's "modern rock" slot and narrowly targeted the 18-34-year-old, male demographic. After a year its ratings were gaining every quarter.
WFNX used aggressive marketing techniques — a deluge of billboards, bus-stop ads, and flashy station vehicles. A guerilla "street team" targeted WBRU events and handed out WFNX promotional items. WFNX also competed aggressively for major advertisers. WBRU held on to its local advertisers by focusing on creative ad spots and client service, but by 2002 the station needed a new strategy.
95.5 WBRU 32nd Birthday Bash poster
With a staff of mostly inexperienced college students, WBRU couldn't match the professional DJ personalities of WFNX. It could, however, better train its student DJs, maximize its website, and increase its street presence. The station narrowed its news programs and playlists to fit an increasingly segmented market. T-shirts, bumper stickers, station vehicles, and billboards announced the new BRU: fun, hip, and edgy.
In April 2004, WFNX's owners sold the station for $14.5 million as an outlet for a successful Boston sports station. WBRU had weathered the most direct competition in its history, and remained the leading alternative-music provider in Providence.