New rating dials up possibilities for Hallelujah 95.3

Outlook Staff Report

Since it was founded more than seven decades ago, Tallahassee’s oldest radio station has undergone several modifications. 

Today it’s enjoying yet another change as it has become a rated station, according to multiple sources in the local radio industry. The significant rating comes just a year and nine months after the station switched to the FM band and began broadcasting as Hallelujah 95.3.

The rating also comes a few months after the station received a Stella nomination.

The station received the rating based on a strong showing in several categories and age demographics, said Darius “Doc D” Baker, program director. The strongest listenership is in the daytime, evenings and on weekends, he said.

“That’s a good thing for us because it shows folks are listening to the station,” said Baker, who has more than 10 years experience in radio. “We are winning.”

A few local stations that operate on higher frequencies aren’t rated as well as 95.3, something that Baker attributed to the growing number of listeners.

“This has nothing to do with digital numbers,” he said. “It shows folks are listening. We have arrived in some sense. They see us now and the only thing we need to do now is press the gas even further; improve our morning (programming) and continue to be innovative in what we are doing.”

Since the switch to FM, the station moved from live stream to an app that gives it a world-wide appeal. The station is one of two entities that make up Live Communications. The other is the Capital Outlook, both owned by Rev. RB Holmes.

Baker, who joined 95.3 after six years at Heaven 98.3, is host of an afternoon show that has became the centerpiece of the station’s lineup. The show airs from 3 p.m. to 6 p.m.

The rest of the lineup is primarily religious programming, with others that feature motivational talk, financial advice, marriage counseling and sports. The station’s community involvement includes several giveaways, contests and partnerships on events such as a recent back to school book bag drive and a men’s all-in vaccine initiative.

In early 2020, the station also launched the African Americans in Media Awards. This year’s event is planned for Oct. 5 at a venue to be announced.

Weather, traffic updates and news have also become part of the station’s offerings.

Taralisha Sanders, general manager of Live Communications, said the changes that the station has undergone are the biggest she’s seen in her 12 years with the company.

“We’ve always had good programming, but over the course of the past 21 months we have added some even greater programming,” Sanders said. “These past 21 months have seen us be more visible and interactive with the community. We’ve been able to give back more to the community that has made us who and what we are. 

“I have always thought that we were missing a piece to the puzzle and we found it in Darius. I’m a strong believer in the right place, right time, right person mantra where everything aligns for the best outcome possible. That’s what we have witnessed here at Hallelujah 95.3FM.”

Two of the most popular shows are hosted by pastors Judy Mandrell and Greg James. Both joined the station after the move to FM, James for the second time.

James, pastor at Life Church International, hosts the Wake Up Wednesday show. Al Sharpton and Jamal Bryant, both pastors, have been among his guests. Local community and state leaders have also appeared on his show.

James lauded the rating for the potential it presents.

“With the ratings coming out and the station expanding its reach,” he said, “it gives us a broader opportunity to bring in more national stories to increase the national voice that will be coming on Wake Up Wednesday.”