ABSTRACT
TheUniversityofthePacific(UOP)inStockton,California,hadatradition ofinnovativeradiobroadcastingsincethe1920s;itofferedthefirstradio productionmajorintheWestandheldthefirstFederalCommunications Commission-licensedFMstationinCalifornia'sSanJoaquinValley.For manyyearsKUOP'suniqueprogrammingheldmultipleappealsforspecific localcommunities.ButonAugust17,1998,KUOPembracedamissionof audienceandrevenuedevelopmentbynarrowingitsprogramming,ignoringitsspatialcommunity,andseekinganaudiencecomprisedentirelyof membersoftheprofessional-managerialclass.1
