When the clock radio goes off at 6 a.m., you can always count on your favorite station to help you lift your head from your pillow -- that is unless you’re tuned to Sunny 1100, WGPA-AM.

Governed by the rise of the sun and not the clock for sign-on, this 250 watt adult contemporary mix station in the steel town of Bethlehem, Pa., sometimes makes it on the air by 6:00 a.m., but other times has to wait until around 7:30. “If we could maintain 6 a.m. we could realize more revenue with that time. We’re operating sunrise to sunset now -- that hurts,” says station owner Joseph Timmer.

Since the mid-1930's the FCC has mandated that some AM stations end their broadcast at sunset. The idea was to allow selected stations that share the same frequency to expand their signal and provide rural areas with programming. The law also intended to eliminate signal overcrowding, which is more prevailent at night. “We’re protecting some station Cleveland, it’s not right,” says Timmer, referring to clear channel news and talk WWWE-AM, one of those select stations.

Timmer, known as “Jolly Joe” even on his desk nameplate, is new to owning the station, though he was a DJ there for many years. He spun records during the pre-CD days, when the station was owned by the now-defunct local newspaper. The paper, The Bethlehem Globe-Times, was bought out by the Easton Express. WGPA had its own building then; a drawing of it hangs on the wall behind Timmer’s desk as a reminder of the station’s halcyon days.

Hank Chadwick, WGPA’s previous owner, fell ill about a year ago, Timmer explains, and sold the station to him for $100,000. “It was a favor,” says Timmer, “the asking price was half a million. So I cashed in all my mutual funds and savings.” Was that scary? “My wife said so, I’ve got enough collateral that I’m not worried.” In addition to his ownership duties, Timmer still hosts his Sunday polka show.

The station is breaking even right now, says Timmer, adding hopefully, “Next year I’m sure we’ll turn a profit.” Timmer has several incomes, from the musical instrument store he owns (he lives above the store with his wife, Dorothy), to his local access cable polka dancing program -- “We did it before MTV was on” -- to playing drums for Jolly Joe Timmer’s Orchestra. “I don’t need a salary -- I live off my other income. It’s just a hobby but my intention is to make it profitable,” he says.

The station is located next to downtown Bethlehem, a historic district with many 18th and 19th century buildings, adjacent to Allentown. The working-class city was once highly dependent on steel production. “A lot of people are out of work,” admits Timmer. Every day you pick up the paper and hear about another that is going out of business.”

Timmer hopes to overcome his sign-on problem with a grant of spectrum from the FCC on a new expanded AM band, which would allow him the option of programming full time. “If we got the expanded band, I would look at satellite for all night.”

The station’s biggest advertisers are Geiger Beverage Co., Keystone Savings and Banko beverages. Others include Miller beer and Coca-Cola “sometimes,” says Timmer. “Our rates are more competitive than the bigger stations.” The station brought in about $120,000 gross ad revenue last year. “If we could bill $150,000 to $200,000 we would be in good shape,” Timmer notes. If things get worse he can move the station to his store to save on rent. It wouldn’t be glamorous, says Timmer, but he’d still be on the air.

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