In an effort to expand audience reach, the Whitman College radio station, KWCW 90.5 FM Walla Walla, is increasing its programming through online blogging and networking Web sites.

“We [radio] broadcast 20 miles and stream online anywhere in the world. Now we’re spreading news through Twitter and Facebook. The blog is something we’re trying to jump off,” said senior Joe Gustav, co-general manager at KWCW.

The radio station started Facebook and Twitter pages early this semester and began updating its music blog on the KWCW Web site. While the networking sites feature music links and updates on radio shows at KWCW, the blog offers articles written by station staff.

As a member of the Intercollegiate Broadcasting System and the College Music Journal, KWCW is part of a network of college radio stations, record companies and music promoters in the industry. The station continually receives music from promoters, which music directors take through a process of selective reviewing, promoting and cataloguing into a library. While music directors promote new music to radio DJs at KWCW, the Internet opens up opportunities to promote off the airwaves.

Senior Grace Harnois, co-music director at KWCW, explained that the station is working to make the blog a regular part of the station’s promotions. It will feature weekly reviews on upcoming music and occasional stories on concerts and music from station DJs.

“Every Monday [a music director will] write a post on the blog,” said Harnois. “The principle is to promote music being played in the station, music that we add from [College Music Journal] to our library.”

In addition to posting articles and links, the station is offering promotional material in the form of music downloads. This school year the blog featured the Best of 2009 Fall Mixtape and the Winter 2010 Mixtape, music compilations available for free download.

“It’s music that we like, although it’s not entirely representative because we’re so diverse,” said Gustav. “It’s the music we get from promoters. We get a lot of free music.”

Gustav said that the mixtapes will become a more regular feature, and like many Internet music blogs, KWCW wants to spread music through offering downloads.

“Basically, most labels aren’t going to contact you or anything about that. From what I’ve seen other people do, if you’re using a single from an album it’s like a promotional tool. If they want us to take it down, we certainly will,” said Gustav.

Junior Matt Bachmann, another co-music director, said that he hears of Whitman students and alumni as well as students from other schools who have visited their Web sites and enjoyed music featured on the blog.

“The main goal of it all is to get people more excited about KWCW,” said Bachmann. “Facebook and Twitter act as outlets for us to keep people aware of the things happening at KWCW and to get people excited about the station. The blog is a way for us to provide more insight into the music we love and what’s going on at KWCW.”

The public can access KWCW on Facebook and Twitter, and on the station blog at kwcw.net.