[BC] Live, Local...

[Tom Spencer]

Nope, I never said that;. the days of a radio station being an automatic 
cash machine... really never were.

It's ALWAYS been about LOCAL, though - did you follow the link, and read 
the ENTIRE article? This guy lost his job because he couldn't abide what 
Clear Channel had done - and continues to do - to "his" station.

But the formula for success is valid. It's not a "get rich quick" 
scheme, which is what the current owners believe... It never was. 
Dedicated professionals with talent made it LOOK easy; it's NOT.

Sidebar - Clear Channel also has bought out several outdoor advertising 
(AKA billboard) companies. There's one such billboard that I pass daily 
- several times, in fact - that is in serious need of maintenance... 
it's supposed to be lit, but the lamps have basically collapsed across 
the front of the sign... not only is it not lit, but the sign is 
actually obscured significantly by the lamp housings and brackets 
hanging across it.

And I am well aware of WDKN, Dickson, going dark. 5 kw D, 18w N; ND-1.

Someone hasn't been paying attention there, it seems - because it took 
the staff by surprise. One wonders just what the real story is......

When the local businesses decide to cut back on advertising... I'd point 
out that even in very tough times, it's possible to attract customers - 
if nothing else, by maintaining an ad budget, you can "poach" customers 
from the competition... (what you don't mention is that you've given the 
same pitch TO the competition <grin>)

Here's an example - local car dealer has Ford, Chevy, Honda, and one 
other I can't recall right now franchises. But about a third of his 
RADIO ads are for his USED car lots - because he knows not everyone can 
afford a new car right now. Another dealer is pushing his service 
department - the old bus still needs tires, batteries, oil changes and 
lube jobs...

So. If you're committed, Steve, to being LOCAL -

push back! Think outside the cart! GET CREATIVE! (I shouldn't have to be 
saying this....)

MAKE IT WORK!

As a historical note:

There were more stations on the air in 1934 than there were in 1930. In 
five years. In the DEPTHS of the Great Depression. Folks still made a 
living doing radio.

In fact - the Depression also saw WLW's 500 kilowatt era. And RCA-1 was 
NOT a cheap undertaking either to build or operate. True, WLW was in 
effect a one-station network with that monster, and managed to attract 
national spot revenue, but basically at that point, Cincinnati was still 
a "medium market", not #23....

Sure, some stations will fail due to circumstances beyond their control 
- but others are failing through neglect or involuntary sabotage... the 
folks running them simply don't have a clue.

Speaking of stations going dark - or not..

Did you note that a new owner is reviving WATO, Oak Ridge?

So.... don't be a nattering nabob of negativism.... Go Forth and SELL 
something!

Here's that link again:

http://www.rbr.com/features/interviews/13517.html

READ what the man has to say...

then follow his advice.

Stumped?

here's another link - same source, BTW...

http://www.rbr.com/features/sales-marketing/12807.html

A “Sales Stimulus Package” for Broadcasters

<sigh>

And this rant from a guy who normally can't sell firewood to Eskimos... 
(me <grin>) Or air conditioners in Tuscon.

Maybe flotation devices in Fargo? </rant>

wmroradio at bellsouth.net wrote:

snip 1
>    *I've said this, and everytime I say this, I get nasty comments thrown at me*: 
>
>        "Being Live, Local, and Public Service comes with a Price Tag!"
>
>    It is way too expensive in 2009 to operate a small AM or small FM (especially here in the south) live and local. People (employees) want to get paid. They have mouths to feed and need a roof over their heads. Small to medium size business are struggling to survive themselves, due to the economic situation. 
snip 2

-- 
Tom Spencer
PG-18-25453 (nee' P1-18-48841)
http://radioxtz.com/