LANCASTER, PA -- When James VanHouten decided to start the world's first ever all-Amish radio station here just eight months ago, he thought he had come up with the perfect business opportunity. Posted on 07/31/2006 6:18:39 AM PDT by Alex Murphy
LANCASTER, PA -- When James VanHouten decided to start the world's first ever all-Amish radio station here just eight months ago, he thought he had come up with the perfect business opportunity.
"Here we had a captive audience and a virtually untapped market," VanHouten said of Lancaster County's estimated Amish population of 18,000. "Let's face it, when you walk through Amish country, you don't exactly see a lot of consumer goods."
VanHouten, a 25-year old independent marketing consultant, came up with the call letters WTHY and slogan, "Inspiration for thy workday." He took out a small business loan, bought up billboard space along local highways and signed on for a hefty flight of local TV advertising to promote the innovative, new station.
"I thought this was the one idea of my lifetime that was going to make me rich," VanHouten said.
But the business venture of VanHouten's dreams quickly became a nightmare. He spent two months getting the station off the ground by pouring tens of thousands of dollars into acquiring licensing from the FCC, purchasing equipment, buying advertising and paying staff, but the station made precious little of that money back. After six months of broadcasting and losing money hand over fist, VanHouten ran out of cash and had to call it quits.
"I really don't know what wrong," said Program Director Ronnie Drew. "We put together some terrific programming. We placed experienced radio personalities in the morning and afternoon drive times; we were playing traditional Amish music, much of it even in German."
But VanHouten said convincing potential advertisers to give WTHY a try was an uphill battle from the beginning.
"Our sales staff was just encountering an unbelievable amount of resistance," he said. "People were convinced that the Amish don't listen to the radio. We did our best to convince them that the reason for that was that until now there was really no station for them, but it was just really a tough sell."
VanHouten's staff, which targeted mostly power tool companies with hopes to appeal to the Amish craftsmen, was able to procure a few sponsorships, but they didn't last.
"It got to the point where we were afraid to talk to the clients that we did have on the air," VanHouten said. "They were getting absolutely no response, and the only thing I can point to is the lousy economy. When money's tight, people aren't going out and buying Amish furniture. When that happens, money becomes tight for the Amish and they don't have the money to go out and buy things like new tools. I really believe that if it weren't for this lagging economy, we'd really have had a chance."
While VanHouten says he learned some tough lessons from this venture, he hopes that his failures won't discourage other media outlets from catering to this often-overlooked group of people.
"I still believe that the Amish people of Lancaster County need a radio station," he said. "As soon as I get out of bankruptcy court, I plan to start making presentations to a whole new group of investors about it."
Are Amish even allowed to own radios? I know Amish bend alot of the rules for doing Business, but they are still pretty strick about not allowing technology in the house.
It does make Air America's abysmal track record look a bit better by comparison.
Here's another idea for him: market Jimmy Dean Sausage to the Orthodox Jewish community--no one's tried it before.
"Here we had a captive audience and a virtually untapped market," VanHouten said of Lancaster County's estimated Amish population of 18,000."
Kinda tough when most of them do not have electricity. Thats the big "DOH!" of the plan.
Those who do use electricity are supposed to do so for work such as power equipment for woodworking.
While there are some "fudgers" or less devout, it most likely was a case of the Baptists who drink but don't drink publicly, ie, they don't acknowlege it.
Nice pic. You see, of course, the Amish guy carrying the boom box.
What you can't see is the 10-speaker Alpine Stereo system in the buggy...
And I'll get rich by opening an Amish only car repair business.
Remember this young man's name. He's going to make a fortune some day. It may not be with this idea, but there really aren't that many in this world who think outside the box and try to make it happen.
Hmm. The Amish use no electricity (with which to listen to the radio), and they don't buy consumer goods (no advertising revenue for the station). You really don't need an MBA to see this was a dumb idea. Unless there's a huge untapped market for butter churns, gingham aprons and buggy whips...
"Has Thou replaced Thy shocks lately, Landsman? Bring Thy buggy by for a complete four-point safety inspection, and we'll provide a horseshoe rotation at no additional charge!"
Unless there's a huge untapped market for butter churns, gingham aprons and buggy whips...
Does it count if said churns and aprons are being sold BY the Amish TO big city suckers-er, customers anxious to buy such things? After all, there is a pretty good marker for American folk art, look at the Shakers. (Wait a sec, those are just about gone. So much for total celibacy...)
Seriously, couldn't the Amish have used the station to sell thier products.?
As for selling Buggy Whips, no one said you had to use them with a buggy. Is there a market out there for Amish Erotica....
That's one way to look at it. Another is that the kid is insane.
I understood that from your first post.
I've been through Lancaster, PA and never once saw a "Doc Johannsen's Marital Emporium and Gift Shoppe" but I might have missed it.
Amish Paradise
As i walk throught the valley where i harvest my grain,
I take a look at my wife and realize she's very plain.
But that's just perfect for an Amish like me,
you know I shun fancy things like electricity.
At 4:30 in the mornin' i'm milking cows,
Jebediah feeds the chickens and Jacob plows, fool
and I've been milking and plowing so long that
even Ezekial thinks that my mind is gone.
I'm a man of the land, I'm into discipline,
got a Bible in my hand and a beard on my chin,
but if I finish all of my chores, and you finish thine,
then tonight we're going to party like it's 1699.
I have some Old Order Amish friends that I took to Canada. They do not drive but have no problem riding in my car however they sure do not like radio or T.V.
Remember this young man's name. He's going to make a fortune some day. It may not be with this idea, but there really aren't that many in this world who think outside the box and try to make it happen.
No, me thinks he will be a politician along the lines of Bill Clinton..............
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