Carol Johnson, Southern Indiana Business Report
FRENCH LICK – WFLQ Radio in French Lick has had one owner since it first went on the air in 1983.
That’s about to change as owners Bill and Catherine Willis prepare to sell the station to Christopher Ruth, who works at the station as assistant station manager.
The creation of Willtronics Broadcasting and Q100 represented a second career for Bill, who spent 30 years in the US Army retiring with the rank of colonel, and the fulfillment of a dream Bill had since high school, growing up in tiny Wye Mills, Maryland, (population less than 500).
As a teenager, Bill knew he wanted to own a business some day. He got interested in amateur radio and the two passions melded together. He worked at radio stations in college. That experience took him to roles in communications and public relations in the US Army. It would be three decades, which included time working at the Pentagon, before Bill would achieve his goal as a station owner.
Q100 and its Modern Country format is heard across Southern Indiana, from Bedford, to Patoka Lake, Jasper, Loogootee and Salem.
Next month, Bill will transfer ownership of WFLQ to Ruth, who, like Bill, has always wanted to own a radio station. Bill, 89, spoke with Southern Indiana Business Report about the past four decades as owner/operator of Willtronics Broadcasting and his station’s role as a reliable source of local sports and news coverage in Springs Valley.
What were those early days of WFLQ like?
We moved to French Lick in September of 1982 and we went on the air April 12, 1983. Our first sponsor was Springs Valley Bank & Trust and they’ve been with us ever since. To get listeners, I offered a 2-liter bottle of Coke to anyone who would call in and say they were listening. You wouldn’t think a 99-cent prize would work but we gave away a lot of 2-liter bottles.
Why did you choose French Lick?
My wife is from Scottsburg and we met in Louisville, so I was looking at locations in either Kentucky or southern Indiana. I applied for a license in 1978 when I was still working at the Pentagon. At that time, work at Patoka Lake was just being completed, the Paoli Peaks was about to open and the French Lick Villas were under construction, which looked like it would generate economic activity.
What were some things you did to grow your audience?
We came on board right as Larry Bird (who played basketball at Springs Valley High School and later Indiana State University) was ascending the national ladder. We started carrying the Boston Celtics games in addition to covering Springs Valley football and basketball games. Bird won the NBA MVP award in 1984, 1985 and 1986 and that propelled him into national prominence. At that time, there were 82 radio stations carrying Celtics games – the most of any NBA team in America. Of all those 82 stations, we had as many listeners for a non-tournament game as some of the stations in New England had for a whole week! Things were really cooking for us.
What challenges did you experience as a small market station owner?
We’ve been through three major challenges. Our first challenge was in 1983 during a recession. We started off from the lowest economic situation we could experience. 2008 was another tough year. Our sales were adequate but people weren’t paying their bills. And then during COVID, that was another challenge. We had a 26% reduction in our revenue during the pandemic and needless to say, that’s all your profit, but we made it through that.
When you retired from the US Army after 30 years, did you plan to keep working another 42 years?
I always had this entrepreneurial desire. The reason I wanted to own a radio station is I want to be the first to know and the last to go. I like working. When you do something you enjoy, it’s not work. For me, it’s a love of productivity and radio is a very creative business, which also appealed to me.
As you prepare to transfer your ownership of WFLQ, what are some things you’re proud of?
In 1986, Springs Valley High School played in the state championship for football at the old RCA Dome and that was a phenomenal experience to be a part of. 2025 has been a great year in Orange County. All three of our high schools have won a state championship – Orleans boys basketball won the Class 1A state championship, Paoli, for the 16th time, won the marching band Class D state championship – the most of any school in Indiana and, for the first time in school history, Springs Valley won the state cross country championship with Calvin Seitz winning.
Any final thoughts, what are your future plans?
Catherine and I have truly enjoyed it. I’m thankful for my wife. We’ve been married 61 years and traveled all around the world. I think we’re the last mom and pop station left. Most small stations get bought by mega groups that reduce staff and automate programming and then they lose listeners and advertisers. I’m very active in the Lions Club and Gideons International and always attend those conventions. I’ll still be involved in Liberty Day, which is now a statewide Lions Club program for 8th-grade and 11th grade students.