A few months ago, the Radio Chesapeake staff held a gathering for their employees and volunteers at Black Water Bakery. I got to attend because my mom hosts one of the shows and some of the RC folks are my friends. After the food and games, we all received a copy of the 2026 calendar, and I was drawn to something important in it: all the sponsors.
The Cambridge Spy craves support from our city, from its businesses and organizations. But our town is not as affluent as The Spy’s sponsors in Easton, and we have fewer merchants to call upon. Even though we are very much a community news platform that concentrates on people and events here, it has seemed like our community just can’t afford to support us.
However, I discovered a different story from Radio Chesapeake. They get sponsorships from a host of local entities, including Bay Country Bakery, Benson & Mangold, Car Cleaning King, Thomas Funeral Home, Sunnyside Shop, and many more. After taking this in, I had to find out how they do it. So, I asked Mike Starling, the founder of WHCP.
“There is no magic formula,” he said. “It has taken ten years of rubbing elbows with the business owners while shopping and dining and covering community events, Rotary, Lions, etc. Classic relationship building.”
His words made total sense. A community radio station needs to be a part of its community, and that’s exactly what they had become. Mike had built WHCP from the ground up starting in 2015, and it eventually expanded to include National Public Radio content, cover Talbot and five other counties, and add another station, WFHW. But always its emphasis has been on the home front.
85% of their volunteer hosts are from the Mid-Shore, and the rest are proud transplants. Their local programs include Becoming a Waterman, Chesapeake Born, The Grands Club, Mid-Shore at the Movies, Shore Stories, and more. RC also shines a light on local and independent music artists like Missy Sullivan, Sam Pugh, Muhnday, and Jayla Elise, plus many others not heard on commercial radio, but who are “the heartbeat of our music community.”
It’s locally themed radio made by locals. And it has the goodwill of the community. Thus the sponsorships, which are vital to Radio Chesapeake’s survival. But, as Mike said, it all takes time to build, and I hope The Cambridge Spy will have the time and opportunity to become an important part of the community, too. I know in my heart we have what it takes. Our town’s radio station has shown the way.
I love this article on Radio Chesapeake. It demonthat strates “it takes a village” to succeed. Ten years of dedication and hard work of connecting to the community and not giving up. No excuses that we are not an affluent town or county. Thank you, Mike Sterling. You are right – the Midshore is a great place to be.