ALL THAT JAZZ

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Weekdays from 6 a.m. to 10 a.m., listeners can tune in to Morris Baxter for “Morning Jazz,” through which Baxter aims to offer morning motivations. Those motivational words stem from his personal experience of unemployment following at least a decade in radio, and taking temporary work in the mortgage industry while his wife was pregnant with their now 10-year-old daughter, until he was able to return to radio.

“When you stay in the divine flow, I learned that you will reach your divine potential,” says Baxter. “Your passion is your purpose. Once you discover your passion, you know what your purpose is, and it makes it easier to concentrate on what it is you’re really supposed to be doing.”

Over the years, WCLK has managed to figure out its direction by keeping its eyes focused on ways to stay relevant, according to Williams. That’s particularly important considering the advent of satellite radio, an increase in syndicated programming, plus the popularity of technological gadgets such as iPods and iPads — all making it more challenging to reach younger audiences.

“You really are vying for your listener now when you recognize that people have more choices,” says Williams.

Showing up “wherever people might listen” and serving listeners what they want, she adds, is vital.

“We show up at festivals. We show