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Thursday morning is Power Morning for Waco public radio station KWBU and after five years, listeners know the drill: Anything pledged between 6 and 9 a.m. gets matched, resulting in more money for the station.

That's good news for listeners, but so is the carrot that often is dangled for participation - once the station's goal is reached, the on-air fundraising stops and regular programming returns. This year's goal is $55,000. Those wanting to pledge can call 254-710-1033 or go online at kwbu.org.

Joe Riley, president and CEO of Brazos Valley Public Broadcasting Foundation, which manages the station, said the annual Power Morning has proven one of the station's best fundraisers. The next scheduled pledge drive for the Waco station will be held in late April.

Tribune-Herald entertainment editor