Sovereign Communications finds home in U.P.

Despite the greatly expanded choices for news and entertainment these days, the radio broadcast industry is alive and well--and growing, even here in the Upper Peninsula.

"With all the technology, all the changes including social media and the Internet, radio has continued to have record numbers of listeners," says Bill Gleich, president and owner of Sovereign Communications, headquartered in Sault Ste. Marie. The company currently owns 15 radio stations spread across the Upper Peninsula.

Gleich says ninety-two percent of all local consumers use radio, mostly because they're on the go. "People are busier than ever, they're in the car, at work-- it's free, it's portable, we go with them," he says.               

The 49 year-old Gleich started in the radio business when he was 15 years old, "pushing the buttons" as an announcer for Sault Ste. Marie's stalwart station WSOO.

He eventually left for bigger markets and bigger ambitions, working for CBS in research and programming in the state of Texas. Eventually, he became a consultant for stations across the country. However, the U.P. kept calling him home.

"It was always my goal to come back here," says Gleich, who is a 1983 graduate of Sault Area High School.

That goal started to take shape in 2003 when Sovereign Communications, LLC was formed, though Gleich didn't actually make the move back here until about nine years ago. The company acquired Northstar Communications and 15 U.P. radio stations: five in Marquette, seven in the Eastern Upper Peninsula, and three in the Iron Mountain/Escanaba area.

Gleich says to stay profitable in the broadcasting business, you have to connect with people and stay relevant in their lives. It is also important to connect with would-be sponsors.

"The business has changed, the technology has changed," says Gleich. "What hasn't changed is we have to build a large, loyal audience, and hope some of those customers become our advertisers. It is our job to help local businesses get more customers-- it's a pretty simple business, it's hard but it's simple."

He says it was particularly difficult during the years when Michigan was in a slump, led by high unemployment and the near collapse of the auto industry. He said they've been fighting a "head wind" pretty much since they formed the company.

"Through all of that we've been able to grow our business, our relationships--we've worked very hard; we get up early and stay up late."

There are 48 people working tirelessly for Sovereign across the region, including announcers, sales staff, business office staff and one engineer, Coral Howe, out of Marquette, who Gleich says logs over 45,000 miles each year to keep the transmission equipment functioning properly.

And at the end of the day it's about transmitting news and entertainment through the transmission lines and out the speakers, even in this digital age. As for other forms of technology, Gleich says they have a website, offer podcasts, stream stations, and even have mobile apps, but it doesn't change the business model, which is delivering news and entertainment via radio.

As an obvious sign of Sovereign Communication's success, they'll soon relocate to new digs in Sault Ste. Marie. The 4,200 square foot state of the art building will contain broadcast studios for their seven EUP stations and also become the company headquarters, practically ensuring Sovereign and Gleich will remain in the U.P. for many years to come.

"We're a company that believes in this area," says Gleich. "There are 13,000 radio stations in the U.S., I could have bought up stations in other areas; I wanted to be here."

Neil Moran is a freelance writer in Sault Ste. Marie, Michigan and owner of Haylake Business Communications. You can find him on Twitter at @moranwrite.