WUMB 91.9 FM launched the premiere of its new morning talk show, The Morning Express, on January 10th, 2005. WUMB promises that the morning hours between 6-10am will still be primarily music based, but in addition it now features a wide range of hosts, guests, and topics – all exciting new additions to the station. The new show incorporates segments titled “The Story Behind the Song,” and “Now & Then” which highlights the lifelong contributions artists bring to the music and culture.
UMB graduate Darrell Penta, and sophomore Sarah Boudreau produce The Morning Express. The addition of UMB students to the production staff marks the change in WUMB’s “core principles” that Station Manager Pat Monteith is now incorporating to re-vamp the station. “With each show, we strive to balance a global outlook with a local perspective, the unique music our listeners’ have always come to expect.”
“The whole idea of this show is entirely new to this station,” stated Devin Bramhall, a Morning Express co-host. “WUMB is trying to appeal to a younger audience by bringing students into it, particularly to potential listeners at UMB.”
Producer and co-host Penta stated, “I hope that a younger audience will find something appealing to them. I think it’s possible.”To bring the morning show a fresher feel, Monteith plans to rotate co-hosts throughout the week to bring spontaneity and unpredictability. With WUMB conveniently located right on the UMB campus, students will serve as a primary resource for the station.
“[Monteith] wants to shake-up the format to try and appeal to a broader listenership around the Boston area,” stated Bramhall.Station managers predict that the new “shake-up” will work because, “Boston radio listeners are simply not like any other radio audience anywhere in the country. Things work here that couldn’t work anywhere else. You have to take chances in order to move forward,” stated Monteith.
Since the opening of the show, original host Dick Pleasants, and co-hosts Penta and Bramhall have brought interviews with Bill Morrissey, Kate Campbell, Ellis Paul and Vance Gilbert, plus an in-studio visit by Chris Smither.
WUMB is one of the country’s “foremost radio stations for folk and acoustic music.” Even before The Morning Express, WUMB had a solid established listenership who appreciated no commercials and less talk.When asked about how the WUMB listeners might react to an actual talk show on a publicly funded radio station, Bramhall responded, “Naturally we are anticipating a negative reaction from some listeners. Some reactions, however, have been extremely positive. Overall, people have to get used to something new and in the long run I think that the listeners will appreciate the changes in the format.”
Within the first 10 minutes of the show airing on January 10, station managers began receiving e-mails, faxes and phone calls reacting to the show. “The show is in its experimental stages, but overall the audience has been giving us feedback trying to help us,” recalled Bramhall. “They’re really rooting for us.”