Listeners Voice Dissatisfaction with WURD Radio Bringing Back Rev. Al Sharpton Live in the Afternoon

Radio stations play a vital role in connecting with their audience and providing engaging content that resonates with their listeners. However programming decisions can stir mixed reactions among the audience. In the case of WURD Radio, the addition of Reverend Al Sharpton returning to their daytime lineup live in the afternoons from 1-4pm has generated discontent among some listeners.

WURD radio, which broadcasts on 900 AM and 96.1 FM had been airing a re-broadcast packaged edition of the show at 9PM for a number of years. Management made a decision to air local hosts throughout their programming schedule. Just to keep it real, we doubt the Urban One Reach Media's syndicated show known as 'Keepin' It Real' with Rev. Al Sharpton generated much interest during that timeslot. Listeners are puzzled about the decision to bring him back.

Listeners cite their dissatisfaction with the move of afternoon host Andrea Lawful-Sanders of "The Source" from afternoons to the very early 5-7am slot. The station eliminated the "Power Hour with Rev. Mark Tyler" show at 6am.

Here's a portion of the station's announcement:

WURD RADIO ANNOUNCES NEW DAILY PROGRAMMING LINEUP

Existing shows are moving to new time slots; WURD welcomes a new host; and Rev. Al Sharpton will air live in the afternoons

On Monday, June 26, WURD Radio, the only independently Black-owned talk radio station in Pennsylvania, will debut a revamped morning and afternoon lineup featuring established and new voices.

The morning drive starts one hour earlier when WURD host Andrea Lawful-Sanders and her show The Source move to the 5 to 7 a.m. time slot. After Wake Up With WURD with Solomon Jones, which will remain in the 7 to 10 a.m. position, WURD listeners will hear Reality Check with Tonya Pendleton from 10 a.m. to 1 p.m. Pendleton has served as a substitute host since March and will now be the show’s permanent host.

Rounding out the changes is the movement of Keepin’ It Real with the Rev. Al Sharpton to the 1 to 4 p.m. time slot. Previously airing at 9 p.m., this move allows the Philadelphia market to listen to Sharpton’s show live, offering the ability to call in.

Listeners on the WURD's Facebook page voiced concerns that Rev. Al Sharpton's show is not local and is not engaging. (The show is a hard listen as most of the callers and topics seem to interest men 50+ in age. Not exactly the desired target group of listeners for any station regardless of format, even it's all sports.)

WURD, as an AM station with a very limited low-power FM signal, it has done an extraordinary job of engaging the Black community of Philadelphia with their content. To remain relevant, they've implemented membership drives, similar to public radio, to generate revenue so that they are able to compete in the radio industry as a viable outlet for advertisers.

Example:

https://t.co/7LOZ0prXXc #Ad pic.twitter.com/MzHEHRx7JR
— WURD Radio (@onwurd) June 23, 2023

The station itself is celebrating its 20th anniversary and we've noticed the station shows up on the Nielson ratings book for the Philadelphia market 6+ listeners for several months for the first time in awhile. (Perhaps they are now subscribing to the ratings service. There was a time when they did not subscribe.) Urban One and Reach Media must have taken noticed as well. The only reason for this change has to be revenue related.

WURD has had for years one of the BEST radio station websites in the country. It's functionality is excellent. This along with the ability to replay all shows from their Facebook page is second to none. We've learned that WURD will be replaying the Andrea Lawful-Sanders show at 9pm.

It will be interesting to see how WURD will navigate these wide range of opinions regarding their programming changes while remaining relevant and engaging to its audience.

Andrea A Lawful Sanders (host)

Hey my loves- change is not always easy but I am still the same Muva, with the same engagement and important information for you all. If you are not an early riser, the show can be watched on Facebook long after you have awakened. I will also still appear at all the live events to dispense hugs and joy! If you listened to me in the 1 pm slot, then you know Muva is UP and cracking by 4 each day. That, is where I am my absolute BEST. Amazing things, are about to happen and I could NOT have done so, without your love and support.

Rich Kydd

I do not understand this reshuffle by WURD management. Most of the listening audience are either sleep or running around getting ready for work between 5am - 7am. With all due respect, I(We) do not want to hear Rev. Sharpton in the middle of the day for 3 hours. His show is boring and has little relevance to the Philadelphia area and issues that are plaguing our city. Unfortunately Black Politics has come to us focusing on Trump and the GOP all day everyday. (i.e. CNN) Andrea A Lawful Sanders, you helped many people get through their work day with great conversations on current issues, weekly guest segments and just hearing your outgoing personality. I plan to tune in or stream the new show and look forward to how you will continue to bless us.

Deborah Lyerly Robinson

I certainly have enjoyed the 6:00 am Power Hour with Rev. Mark Tyler and I believe I can speak for all his listeners that we will miss him the most. But WURD could have said a few words of recognition and expressed their gratitude for all of his great work. I would still like to take this opportunity and convey my best wishes to Reverend Mark Tyler and hope to hear him again on the air somewhere.. We love you Rev. Mark ❤🖤💚

Marjorie Bolton

Rich Kydd- I totally agree with you Rich. I can't believe that Andrea Lawful (Muva)who definitely has her hand on the pulse of the Black Philadelphian community would be on for only 2 hrs and at that time in the morning. WHY? Very suspicious move to me. I too don't want to hear Rev Sharpton when there are so many issues right here in the city for us to be enlightened about...and that's what Muva did!!!!!

Mimi Gee

Marjorie Bolton- the 1 to 4 hours should remain local!

Renee Mills

Sorry I won’t be renewing my membership, as we could have been eased into the changes regarding the programming. WURD left us Power Hour Listeners in the dark this week searching for Rev Tyler’s program. Unacceptable, as I feel like the move that was made happened like in these modern day plantations that we have experienced and are experiencing in our work environments. I know change is hard sometimes, but this was some jive time turkey moves. Al Sharpton does not satisfy me when it comes to Philadelphia issues. We need more of a local level Freeman’s Fund started by WURD so we can build our communities instead of getting involved with syndicated radio programs. Is Al Sharpten volunteering to present his program on WURD for free? I cant imagine it just costing a few hundred dollars a week either; please advise.❤️✌🏾✊🏾🙏🏾

Rashid H Salahud-Din

I agree with Jihad. That is a disrespectful time to put Andrea on, her show is so cutting edge, with a host of engaging listeners who call in a give solid dialogue. With no disrespect to Reverend, but he is nowhere near the engaging conversations that Ms. Sanders provides. Disrespectful!

More comments at the WURD Facebook page.

Andrea Lawful-Sanders' first show on WURD at 5am, where she explains that management brought this opportunity to her.