For most adults, memories of childhood include listening to one’s parents’ radio station. The kids of today don’t have that problem. They have their own radio network, Radio Disney, heard in 47 markets across America, including 16 of the top 20 markets.

     The four-year-old network, owned by ABC and Disney, recently celebrated its first anniversary on WWJZ, Philadelphia/Mt. Holly, (640 AM), a 50,000 watt station. "At Radio Disney kids rule," says Promotions and Marketing director "Rockin’ Ralph," a native of Northeast Philadelphia, from the Radio Disney offices in Fort Washington, PA. Since Radio Disney’s target audience is kids 12 years and under, it’s heavy on interactive radio. For example, a child is heard on the air every ten minutes. In addition, there are plenty of contests, and plenty of prizes, most which is Disney merchandise. Its toll-free number, 1-888-EARS-018 logs 800,000 calls a week, including 30,000 from Philadelphia. Listeners can also access the network through the www.disney.com web site.

     The network broadcasts from Disneyworld in Orlando, Disneyland in California, and Dallas, Texas. Since the shows are heard nationwide, there are no radio staples of time, weather, and traffic. Not that it would bother the kids. That would get in the way of the top-40 format, which is more like a top-3 of Britney Spears, N-Sync, and Aaron Carter. An oldie or two from the ‘70’s like "We Are Family," or "Celebration," is thrown in a couple of times an hour to keep the parents placated.

     Though none of Radio Disney is broadcast from Philadelphia, there is an 11 person staff based in the Fort Washington offices led by 30-year radio veteran, General Manager, Fran Murphy. Radio Disney cultivates its local presence with promotions throughout the Delaware Valley. "Rockin’ Ralph" said, "450-500 people showed up for each of our last three promotions at Moorestown Mall in NJ." Recently, Radio Disney teamed up with Temple University for the Jessica Simpson concert at the Owls/Bowling Green game, and the "All That Music and More Festival" at the E-Centre in Camden. There also was a $750,000 ad campaign that included commercials on Nickelodeon, Kids WB, Fox for Kids, and of course the Disney Channel.

     Coming up, on October 21^st, an upcoming promotion at the MacDade Mall in Ridley, Delaware County will give away tickets to the N-Sync concert at the First Union Center November 12^th. And Radio Disney will team up with Digital City/Philadelphia for a promotion.

     Radio Disney is not one of the top 25 highest rated stations in Philadelphia. The ratings companies do not measure audiences under the age of 12. Since most advertisers covet the 25-54 year-old market, it is not surprising to learn that Radio Disney has not turned a profit yet. However, according to "Rockin’ Ralph," Disney is looking at the overall picture, as Radio Disney can promote Disney’s upcoming videos, movies, and more.

     That’s not to say that kids don’t have buying power. The teen pop group The A-Teens sold a million copies of their CD "The ABBA Generation," with virtually no FM airplay. "Rockin Ralph" said the A-Teens’ record company credited Radio Disney for the group’s success. The biggest recording artists of today – Britney Spears, N-Sync, The Backstreet Boys, and 98 Degrees are all permanent fixtures of Radio Disney.

    Ralph adds, "We are keeping the Disney mission going. We plan to be here a very long time."