Being inducted into Illini Media’s 2022 Hall of Fame is media executive Brad Fuhr. Fuhr worked for Illini Media from 1992-1995, under several roles but most notably as WPGU’s general manager. Under his leadership, WPGU held high ratings, made profit and launched marketing and media careers for employees. 

Fuhr graduated from Central Michigan University in 1979, where there he worked at their college radio station. That experience was a contribution that led to his success with WPGU.

“We emulated some of the big Detroit rock stations of the early ’80s. That’s part of what drove how we ran WPGU. It was based loosely on what I had done at my college radio station,” Fuhr said. 

His time here taught him how to be a better coach for others.

“He really ran our radio station like a professional radio station. We weren’t just a bunch of students goofing around. We ran it in a very professional way,” said JoAnne Pazderski, student employee at WPGU from 1993 to 1997.

It’s that professionalism that Fuhr was able to direct to his WPGU employees, many of whom have gone on to be in media, broadcasting and marketing. 

They worked with Jacobs Media Strategies where they provided consulting services and worked with student on-air talents. That experience helped students secure jobs immediately out of college. 

“He really ran our radio station, like a professional radio station. We weren’t just a bunch of students goofing around. We ran it in a very professional way,” said JoAnne Pazderski, student employee at WPGU from 1993 to1997.

Many went on to major markets such as San Francisco, Los Angeles and Chicago.

“I am very impressed with how many people who went through WPGU, as undergrads, are still in the radio and marketing industry today. It’s fantastic,” Roger Rafson, Illini Media alum, said. 

Another positive that came from working with Jacobs Media Strategies was their famous 8.1 rating in the spring of 1995. The rating was provided by Nielsen Radio Ratings. 

“We had what ended up being the highest market share of any alternative station in the entire United States in the spring of ’95. Alternative music was kind of red hot during that time period, Fuhr said. “We had really invested a lot of training time in getting our air personalities on WPGU to be very relatable to talk about local activities and events.”

That 8.1 rating was a long time coming for WPGU, as they put in a lot of work into making it the best it could be.

“(The) biggest moment is the year that we achieved the 8.1 rating, which was just huge for our station and we had a big celebratory party at the old White Horse Inn on Green street. Brad had a T-shirt made that said ‘8.1,’” Pazderski said.

Fuhr and the WPGU team spent a lot of time together inside and outside the radio station.

“I absolutely love the college community and the campus. I thought it was a really great place to live,” Fuhr said. “We spent a lot of time or I spent a lot of time in Champaign-Urbana. The radio station became this kind of a social gathering hub for both the students.”

Another important factor is the fact that under Fuhr’s wing, WPGU was able to make a profit for Illini Media for the first time. 

“WPGU would always be the stepchild that lost money for Illini Media, and we impacted it significantly, and really turned that around so that their station was now contributing to the bottom line in the media company, rather than just losing money,” Fuhr said. 

In 1995, they made $650,000 in radio revenue and went on to match that in 1996.

Currently, Fuhr works in Palm Springs, California. There he runs his LGBTQ+ online guide, gaydesertguide.com, where they share information on everything LGBTQ+ related in the Palm Springs area. They focus on LGBTQ+ friendly business, blogs about LGBTQ+ news, tourism information and events. 

“When I started that, I didn’t have any audience, and I had a very small staff. I had to start making partnerships and alignments with the (nonprofit) organizations in our community,” Fuhr said. “That’s paid off significantly for us because now that we are a step more established, (and) those people are continuing to partner with us and really recognize us for the good we’re doing in the community.” 

He also owns a marketing and advertising service geared toward LGBTQ+ businesses in Palm Springs, called Oasis Marketing Group. On top of all that, Fuhr owns KGAY 106.5 in Palm Springs. The radio station plays dance hits and shares LGBTQ+ related news. They stream locally and worldwide. 

“The big thing that I admire about Brad is what he is doing right now in the Greater Palm Springs area of California,” Rafson said. “In the whole country, there are fewer than a handful of gay radio stations and in this country that we live in where there is considerable hostility toward alternative lifestyles. It’s remarkable what Brad is doing. He’s doing it professionally and has earned the respect of the business community in the Palm Springs market.” Rafson said.

Fuhr’s advice for young students entering the professional world is to combine your college education with real media experience.

“I’ll always shout the praises of a good college education. It provides the basis for knowledge and insights into whatever you do and having the practical experience that Illini Media allows students to have is just invaluable … I think that combination is just magical.”

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