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THE Vol. 2, No. 7, July 1995

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Circle (38) on Reader Service Card THE VOL. 2, NO. 7, JULY 1995 RcicJi® W rid® MAGAZINE

CONTENTS Programming Profile: AAA KSC - Station to Station: from the editor .4 FM in L.A. combines Buying and Selling: An engineering, the coffeehouse roadmap for the non-technical buyer .12 demeanor of the '60s with the research Buying and Selling II: Purchasing asta- savvy of the '90s. tion can be agame of 20 questions. Find out Savor the results. which ones you should ask 15

Market Watch: San Sales & Marketing: Women have Diego. What's not to love? climbed high on the ladder at radio stations 101 9 Perfect weather, acaptive today. See how old policies are listening crowd and radio crumbling below them 18 revenues that have given Promax Promotions Profile: WIOD/ the #15 market areal WFLC/WHQT Director of charge. Marketing Kurt Steir 28

Show Coverage: Promotion and marketing leaders came to Promax '95 to Technology at Work: learn, to share and to shape your stations' Cutting through the smoke image into the next decade 32 and mirrors, RWM gives you the basics on the year's Management Journal: Our monthly biggest buzzword—the examination of how radio execs can Internet—with an alluring utilize management trends 35 incentive: There's ronto be made. CalendaRADIO 41

at Focus: It's To the Point: How will your station st a12+ world benefit from having an Internet more. Find out how Web site? 42 proponents of Kids Radio intend to Facility Spotlight: SW Networks, capture 17 percent New York 50 of your market.

1151§Iiili%Wit% "In ahigh-tech world, we're kind of touchy feely." —KSCA-FM Executive VP/GM Bill Ward on the station's AAA format See page 39. STATION TO STATION

THE Vol. 2, No. 7, July 1995 Black Ties, dimWtrIcJ Dirty Underwear MAGAZINE Editor Charles Taylor And the Internet Editorial Assistant Shirley Jantz-Sullivan Frank Beacham, • • • • OOOOOOOOOO • • • • • • • • • Page Chichester, Harry Cole, Vincent M. Ditingo, Bob Harris, by Charles Taylor Cara Jepsen, Frank Montero

Publisher Stevan B. Dana ven though Ilike to think you're Memphis. Four $5,000 awards also Associate Publisher Carmel King accustomed to acertain amount of presented, as well as apublic service Editorial Director Marlene Lane decorum on this page, Ihave to be announcement award. These winners were E Asst. Editorial Director/Audio honest. I'm down to yellow polka dot box- chosen from an astounding 983 entries. Alan Carter ers in the underwear drawer and I've given We all know that radio garners big busi- Editor-in-Chief Lucia Cobo up trying to get my hair to look like it does ness for advertisers, but it's important that in that upper corner there. we honor the creative forces that turn Sales/East Skip Tash Spell that B-U-S -Y. We're barely through products into household words and slogans. June and already things are heating up for a Finally, it was amonth of great personal Sales/West & Midwest Dale Tucker dynamic, frenetic summer for radio. In the achievement. It's taken me awhile to get Marketing Assistant Annette Deutscher early part of the month, Promax—the here, but I'm proud to introduce anew international association of promotion and nomenclature in The Radio World Market Consultant Al Leon marketing—descended upon the nation's Magazine: CHUCK [email protected]. capital, our backyard, with 5,500 hungry, That's right. While Icould have been Production Director Lisa Stafford vibrant attendees. It was an inspiring event washing underwear, Iwas busy joining the Publication Mgr/Desktop Systems Mgr. for the show's 210 radio registrants (up from realm of the Internet, cyberspace, et al. My Julianne Shannon Stone home has become alaunching pad Production Cliff Freeman & Partners lapped up the 1995 for keystroke communication with Mercury Awards grand prize of $100,000. Laurie Anne Tarkington you, which Iinvite you to take Cristina Strigel advantage of. James Cornett Meanwhile, amid these pages, computer aficionado Alan Haber Ad Traffic Coordinator Kathy Jackson takes you on a journey to the Internet this month, explaining Ad Production Coordinator how those radio station Web sites Lisa Lyons you've been hearing alot about can Classified/Showcase Coordinator help you get the word out over Vicky Baron another medium. This is what Ilike Advertising Coordinator to think of as asignature story for Simone Mullins 140 last year) and made clear the organiza- RWM, giving radio executives the quick and tion's renewed dedication to our industry. dirty on what the technology's all about, how Circulation Director Eleya Finch The Radio World Magazine was pleased you can benefit, what it'll cost you and how Circulation Manager Angela Novak to sponsor the opening night Radio you might reap revenues. Reception at the in-vogue new Canadian You'll also want to check out Vincent M. Circulation Assistant Steven Bowman Embassy, as well as radio-oriented sessions Ditingo's Management Journal, which PC Programmer Jean Alley and speakers throughout the show. explores other feasible sources of alterna- Accounts Receivable Steve Berta A week later, radio's most glamorous tive revenue in the radio environment of annual event, The Mercury Awards, hon- the mid-1990s. Accounts Payable Enid Palazzolo ored the industry's best local and national Summer's here and it's prime time to The Radio World Magazine (ISSN: spots at a black-tie ceremony at the remind your beaching, vacationing, dri- 1078-2184) is published monthly, by Waldorf-Astoria in New York. Ad agency ving, radio-listening audience just how Industrial Marketing Advisory Services, ic 5827 Columbia Pike, Third Floor, Falls Cliff Freeman & Partners took away the brightly you shine. Enjoy! Church, VA 22041. Phone: 703-998- $100,000 grand prize for its comical 7600. FAX 703-998-2966. Second-class "Teacher" spot for Staples Office Products, postage paid at Falls Church VA 22046 .4 and additional mailing offices. while $20,000 Gold Awards were presented POSTMASTER. Send 3579 forms and to the creators of spots for "The Simpsons," Adress changes to The Radio World Mager ne, P.O Box 1214, Falls Church, VA 22041. Copyright 1995 by IMAS Department of Public All rights reserved. For reprints contact. The Radio World Health, Nickelodeon and WGKX in Magazine

4 The Radio World Magazine July 1995 ad weather. 311 Finicky LAYER III p, players. Losing streaks. •Both the superior audio of Layer Ill and compatibility with installed Layer II- When it comes to only codecs. í.ephyr sports, you can't costs about the same as control everything. Layer II-only equipment. But with Zephyr, •Only Layer Ill permits mono you can guarantee 15kHz operation on asingle that every game ISDN "B" chc nnel or one you broadcast will Switched 56 line. This can greatly reduce your trans- sound great. mission costs. Combining the most •Clean, unclu tered front advanced digital panel for simple operation. Full metering, call-duration audio techniques timer, headphone jack, and and the most mic/line inputs. practical features, •Split channc Imode allows individual mono signals to Zephyr is the be transmitted to separate easiest way sites. to use ISDN e or Switched It's full •RS-232 bi-directional data at 9600 baud for 56 for sports duplex, to place a standard communications and control. broadcasts. so cues voice-grade call to a can be sent from Plain Old •Four end-to-end "contact- closures" br remote machine Zephyr's Layer Ill the studio without the Service (POTS) operation. provides the best cost of additional phone. broadcast sound phone lines. •The ideal 5olution for quality, and Layer II With Zephyr, you remote broadcasts, ad hoc networks, voiceovers, and G.722 compati- Zephyr includes are always ready for distributiot of commercials, bility let your Zephyr an ISDN terminal the opening pitch, 2101 Superior Avenue , Ohio 44114 backup to satellite and connect to every adapter and our the kickoff, the jump 216.241.7225 microwava links, and many major codec out ISDN Telephone ball, the face off... Fax: 216.241.4103 other applications. there. mode allows you and your listeners. email: [email protected]

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Circle (1 81) On Reader Service Card Forecast Calls for #15 Radio Market to Continue Heating Up san diego

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tused t be said that the San Diego radio market consisted of two types of people: those try ng to get to 120 miles to the north, and those trying to get back Ito Los A geles. No longe .In the last decade, the San Diego radio market has grown and matured, much like t ecity itself. San Diego this year fielded aSuper Bowl team and landed the 1996 Repu lican National Convention. The local radio market, in turn, is ranked 15th in terms of isteners—up from number 19 adecade ago—and 14th in terms of revenue. Total billin sthis year are expected to top $100 million for the very first time, up 5per - cent from lc st year and triple the figure reported in 1983. And wit anear-perfect climate, an exceptional quality of life and more than two dozen signa sbroadcasting in splendid isolation from the rest of Southern (thanks to Camp Pendleton San Diego market lists 25 radio stations-14 the most competitive markets in the coun- Marine Base to the north and mountains to FMs and 11 AMs-with another seven sta- try, by virtue of the number of signals, the the east), San Diego is now adestination tions beaming north from Mexico, many of many major companies attempting to buy market rather than astopping-off point. them under programming and sales lease stations in San Diego and the many new agreements with American operators (see managers," he says. Stay in the market sidebar). "San Diego has become amarket no one Broken down, the market offers listeners Money, but at what cost? wants to leave," says Carolyn Howe, direc- four news/talk stations, three country, In spite of the radio crowding, there's tor of marketing for the San Diego Radio three Spanish, two adult contemporary, enough money that most stations can sur- Broadcasters Association. "If people have a two Hot AC, two nostalgia, two rock, one vive, Howe maintains. But with the free change of position here, they will do just each of CHR, alternative rock, sports, reli- flow of revenue comes ahigher price tag to about anything to stay in the market. As a gious, classical and public radio, as well as effectively play in the big leagues. Jacobs says result, it's very hard for an outsider to find a no fewer than six "retros," ranging from stations should be prepared to spend at least position, because there are so many quali- and to the trendy hits of half amillion dollars in TV advertising ayear fied people already here." the '70s format and hits of the '80s. if they want to make any kind of impact. Five "What you see today is that people are "I think anytime amarket escalates as years ago, he says, it was less than half that. looking to get to San Diego and then they quickly as San Diego did in terms of both And the days when an FM station could be want to stay here once they get here," adds size and revenue, you're going to see com- picked up for less than $10 million are long Tom Baker, general manager of petition heat up," says Steve Jacobs, presi- gone. The most recent sale in the San Diego nostalgia/classic rock combo KPOP- dent and general manager of Hot AC market closed last April, when SFX A/vI/KGB-FM. "San Diego is one of the best Q106 KKLQ-AM/FM, rocker KIOZ-FM picked up soft AC KXYY-FM places to live, number one, and it's also a and news/talk KOGO-AM, all owned by for acool $16 million, aprice that included sensational radio market that's going to get the locally based Par Broadcasting Co. real estate. even better." "I would say San Diego has become one of "It's difficult to zero in on an average, but I Quality of life aside, what exactly has helped the San Diego radio market grow beyond the proverbial shadow of its much- San I5eg larger neighbor to the north, long the nation's runner-up radio market? Steady Radio Market Overview population growth, for one, along with the area's natural proclivity for radio listener- Rev. ship: The sun is almost always shining, so Est. in Arbitron 12 + people tend to spend alot of time outdoors Station AM/FM Format Millions Owner Winter '95 with their . And because public transportation in San Diego is woefully ' KSON-AM/FM 97.3/1240 Country $10.9 Jefferson-Pilot 6.8 inadequate, people also tend to spend alot KYXY-FM 96.5 AC 5.4 SFX Broadcasting 5.4 of time in their cars, again with their KSDO-AM 1130 News/Talk 6.8 Gannett 5.3 radios. XITZ-FM 90.3 CHR/Rhythm 3.0 Victor &Martha Diaz 5.2 "Look at the weather. People are outside; KKLQ-FM 106.5 CHA 10.0 Par Broadcasting 4.5 people prefer to participate in rather than KPOP-AM 1360 Nostalgia 1.7 Brown Broadcasting 4.1 watch events, and they tend to take their KGB-FM 101.5 Classic Rock 5.8 Brown Broadcasting 3.9 radios with them," Baker says. "The HUT KFSD-FM 94.1 Classical 3.5 Lotus Communications 3.8 (households using ) levels in this KIFM-FM 98.1 AAA 4.5 KIFM Broadcasting 3.8 market are much lower than you would KBZT-FM 94.9 Oldies 4.0 Anaheim Broadcasting 3.6 expect, given the market size; the last time XTRA-FM 91.1 New Rock 8.0 Noble Broadcast Group 3.6 Ilooked, San Diego was ranked way down KFMB-AM 760 Full Service 8.0 Midwest TV Inc. 3.1 at number 45." XTRA-AM 690 Sports 7.0 Noble Broadcast Group 3.1 KIOZ-FM 102.1 AOR 4.0 Par Broaccasting 3.0 Radio is king KMKX-FM 103.7 Rock AC 6.2 SFX Broadcasting 3.0 Radio really is king in Southern KCBQ-FM 105.3 70s Oldies 2.6 Compass Radio Group 2.5 California," adds Mike Glickenhaus, exec- KFMB-FM 100.7 Adult CHA 3.5 Midwest TV Inc. 2.5 utive vice president and general manager KKBH-FM 102.9 70s Oldies 2.5 Gannet 2.4 of sports talk/alternative rock combo KOGO-AM 600 Talk 0.6 Par Broadcasting 2.4 XTRA-AM/FM. "The lifestyle is very con- XHRM-FM 92.5 Alternative 1.8 Luis Kaloyan 2.3 ducive to radio. You tend to be outside, KPBS-FM* 89.5 NPR. NIT n/a San Diego State University 2.1 and you are more apt to have your radios XHKY-FM 99.3 Spanish 1.0 Victor &Martha Diaz 2.0 with you. It could be November and it's 75 degrees, whereas in the rest of the country Stations are ranked in order of Arbitron Winter 1995 12 + ratings. the weather might keep you indoors, / Y7A PUBLICATIONS Information provided by BIA Publications, Inc. through its where you have more opportunity to uti- 7 t_// \ MasterAccess Radio Analyzer Database Software. lize other mediums like television." Understandably, competition is intense. Non-commercial station information furnished by the station. The Winter 1995 Arbitron report for the

S The Radio World Magazine July 1995 can tell you this: For anyone to try CLOSED! to come into the market and pick up asignal that covers the entire San Diego Area market, it's going to be extremely Radio Meru difficult to get in for under $12 mil- lion to $14 million," says George Nadel Rivin, partner in charge of WXXL-FM, Orlando, FL broadcast services for Miller Kaplan and WEAT-AM/FM, West Arase & Co., a Los Angeles Palm Beach, FL from accountancy that tracks radio rev- enue. J.J. Taylor Companies, White NM Black John Taylor, III, Principal Country on top Asian to OmniAmerica The top-rated station in the Other race Arbitron Winter 1995 book is Communications, Carl E. Jefferson Pilot's KSON-AM/FM, a Hirsch, Anthony S. Ocepek potent country combo that has and Dean Thacker, Principals ruled the San Diego market for the last several years. Noting that for cash consideration, as well KSON's only competition comes as amerged partnership interest lispanic from tiny 3,000 W KOWF-FM in NM 43n—hispanic resulting in combined assets the northeastern fringes of the county, local radio observers have worth $156,000,000. long predicted the emergence of a Prepared by Dataworld second country station with a Randall E. Jeffery marketwide signal. for initiated the transaction. The only reason it hasn't hap- (1.12,6e= The Radio World Magazine up pened yet, they say, is that owners still recall the bruising four-way &wee (9) 1995. Ditmorld.I.lan battle between KSON-AM/FM and KCBQ- al manager of both stations. "So with the AM/FM that ended with the KCBQ combo purchase of KYXY, the idea was to trans- switching to oldies in 1986. form one into a more rock AC, which "People are still gun-shy," says XTRA's would give it abit of adifferent demograph- ELLIOT B. EVERS Glickenhaus. But with the prospect of new ic appeal, yet still be in that lucrative 25-54 415-391-4877 owners moving into the market, he adds, arena. KYXY was operating off a larger GEORGE I. OTWELL "it's just aquestion of when somebody's cume base, so the rationale was it would be 513-769-4477 going to step up to the plate and do it." easier to move Sunny's smaller cume into Prior to KSON's ascent to the top of the KYXY." BRIAN E. COBB ratings ladder, the perennial market CHARLES E. GIDDENS 703-827-2727 leader was beautiful music station KJQY- The jury Is out FM (K-JOY). But when that format start- Rock Mix went on the air less than six RANDALL E. JEH±RY ed to erode in the late 1980s, K-JOY months after another classic rocker, RANDALL E. JEFFERY, JR became Sunny 103.7, asoft adult contem- KCLX-FM, became The Beach and began 407-295-2572 porary. When Sunny's owner, the playing pop hits from the 1970s. The jury Command Group merged with Capstar in is still out on how the switch will impact RADIO and TELEVISION the fall of 1993, Sunny 103.7 became part ratings; KCLX, however, had been trend- BROKERAGE •APPRAISALS of the nucleus of the fledgling SFX ing down, finishing at number 18 in the Broadcasting. latest Arbitron book. Rival classic rocker Last April, SFX picked up asecond soft KGB-FM, a former AOR powerhouse AC, KYXY-FM, to assemble this town's owned by Brown Broadcasting, came in second duopoly. KYXY had always been a seventh. strong performer, but in recent years it has Consultant Bill Moyes, chairman of The broadened its audience to the point where Research Group, is convinced the market it is now ranked second in the market. can only support one classic rocker, particu- Sunny 103.7, meanwhile, was never quite as larly since KCBQ-FM, which plays "modern successful as its beautiful music predecessor oldies" from the 1970s and 1980s, effectively MEDIA VENTURE and in February, with its acquisition of KYXY competes for the same audience as KGB and PARTNERS all but assured, SFX changed Sunny's format KMKX. "They're all playing the same to classic rock, its call letters to KMKX and records," he says. "Why does the city need WASHINGTON, DC its on-air handle to Rock Mix 103. three of those? Somebody's going to fail." ORLANDO • "Both KYXY and Sunny were doing well, Baker believes KGB's history will work in but they were primary competitors," says its favor. For much of the '70s and '80s, Charlie Seraphin, vice president and gener- KGB gave K-JOY aserious run for the e. Circle 122 On Reader Service Card

July 1995 The Radio World Magazine 9 barely caused aripple in San Looking Diego—at least, for now. At this point, there are just two: Par's Q106 and rocker KIOZ- for that FM; and SFX's KYXY and Rock Mix 103. But observers don't expect this inaction to last. perfect "There will be more duopo- lies," says SFX's Seraphin. "A lot of standalone owners in station the market have been unwill- ing to sell, and some of them are not in aposition to acquire to buy? other stations. But Ithink it's only amatter of time." Here's help: "San Diego has always been astrong combo market, so BIA's Investin9 many owners already had two in Radio Market viable properties," adds With nearly $105 million XTRA's Glickenhaus. "As a Report in revenues last year, San Diego result, San Diego had the lux- has become quite a ury of not rushing into duop- (koala) bear market. olies as much as in other mar- kets. But that doesn't mean number one spot, periodically taking the the owners' 1eyes aren't open. lead. With its switch to classic rock in "My company (Noble Broadcasting) is out 1991, the station was no longer acontender there looking; we've made some offers, and for the top spot, but Baker says he doesn't while we haven't been able to put any deals mind—it's still tremendously popular with together, we are very aggressively looking adult males, and as far as he's concerned, for stations to buy," he says. that's all that matters. "The 12+ numbers mean nothing," Baker Syndication affinity says. "Advertisers are buying 25-54, 18-34, One national trend that has caught on big 25-49." in San Diego is radio's growing affinity for Baker isn't the only one who feels that way. Bob Bolinger, general ust 21 miles south of San manager of KFMB-AM/FM, says go, provides four , 12+ numbers "are nice for bragging Taylor nglish radio stations' that rights, but little else. When you • All the Arbitron-rated rank within the market.

look at how compressed the ratings Charles commercial stations are, you see there are alot of sta-

• Station and market tions with between 200,000 and photos: 300,000 listeners, so you have to

revenue estimates Diego really target your sales efforts

• Arbitron ratings toward aspecific audience." San • Power ratios That's precisely what KFMB-FM Star 100 did when it first cultivated • Market statistics amainstream following with its • Station acquisition data zany "Rich Brothers" morning show and sponsorship of major events like the annual Beach Boys/ double-header. The station kept its Hot AC format but dropped the bells and whistles; )/// today, it still ranks in the midteen, as far as overall ratings are con- For more information, afree cerned, but Bolinger notes with brochure or to order, pride that the station delivers its call Jean at BIA Publications target audience of adults, 25-44, 703-818-2425 "and is about 60 percent female." IMM While the emergence of duopolie, is reshaping the radio landscape in markets nationwide, the trend has Circle 138 On Reader Service Card

10 The Radio World Magazine July 1995 syndicated programming. Late last year, you're going to have maybe four or five play- some more changes over the next 12 XTRA-FM 91X dropped its high-priced ers in the market." months." morning team in favor of Howard Stern "There has already been aconsiderable and saw ratings soar, particularly among amount of adjustment in the market in the Thomas K. Arnold is aveteran San Diego- last 12 months, and 1think we're going to based free-lance writer specializing in business, San Diego see more of it," adds SFX's Seraphin. "I'm entertainment and media. A former radio Financiial Snapshot not sure all the players have found their columnist for San Diego Magazine, he has also mates or that all the stations have found written about radio for The Los Angeles Market Rank: 15 their niche, so Iexpect we're going to see Times, Billboard and the San Diego Reader. Revenue Rank: 14 Number of AMs: 14 Americanized Mexican Stations (°ems Number of FMs: 22 As Part of San Diego Radio Market Revenue Growth fthe 32 signals tracked in the tions were every bit as strict as the 88-93: 3.0% latest San Diego Arbitron sur- FCC's, if not more, and noted that his 94-98: 6.4% est. Ovey, seven broadcast from the company contributes both dollars and Mexican border city of Tijuana, making jobs to the San Diego economy, just like Revenue 1991: $89 million this atruly binational market. any other local radio station. Revenue 1992: $88 million Four of the signals are leased to "I think we're asymbol of what ought Revenue 1993: $91.8 million American operators and have English- to be here on the border," he said at the Revenue 1994: $104.9 million language programming. XITZ-FM, a time. "We're trying to bring both cul- Revenue 1995: $112.2 million (est.) CHR station, is ranked fourth overall tures together, and the ones who fight us Source: in the Winter 1995 Arbitron book. are financially selfish and don't have the Alternative rocker XTRA-FM 91X, is entire picture in their minds." ranked 11th; followed by its AM sis- Fears that the 1979 FCC ruling would male listeners. According to Arbitron, 91X ter, sports talker XTRA-AM, at num- lead to arush of American operators now commands aweekday morning share ber 13; and XHRM-FM, another alter- seeking to set up shop in Mexico have of 6.5 among males 18-49. native rock, at number 20. since proved unfoanded. Only one other 's syndicated station has joined the XTRA combo and has had a similar effect at news/talk Flied suit XHRM in broadcasting English-language KSDO-AM. The station is ranked third in Today, there's apeaceful coexistence programming. overall listenership, thanks in large part to between these Americanized Mexican Meanwhile, the San Diego radio mar- the strength of its 10 a.m. to 3p.m. num- radio stations and their U.S. brethren. ket's Latino population has increased bers. Limbaugh is on for the first three But in 1979, ayear after XTRA-FM first from less than 15 percent of the total hours, followed by , the began broadcasting American rock population in 1980 to 22 percent today. popular ex-San Diego mayor who now music, acoalition of San Diego radio The three stations that broadcast espouses the same conservative philoso- stations filed suit with the FCC, seeking Spanish-language programming-- phies as his syndicated lead-in. The sta- to block what was then Noble Multi- XEMO-AM, XIIKY-FM and XLTN- tion's overall ratings share is 5.3, but dur- media Communications from operating FM—have acollective market share of ing middays, it soars to 6.8, the highest in its two Mexican stations (XTRA-AM 3.9 percent, and most observers believe the market. had just switched from beautiful music that figure will grow as San Diego's "Syndicated programming is nowhere to top 40). The American stations Latino population continues to increase near what it used to be; it's so much better, claimed Noble was in violation of the and the stations that cater to it become both technically and in what's available," FCC Act of 1934 by exceeding wattage more sophisticated. says Glickenhaus. "I never thought Iwould restrictions. have asyndicated morning show for 91X, When the FCC subsequently ruled Increasingly important but Howard Stern does great radio and is that because the stations were still But even for radio stations that neither compelling enough that he can be avery owned by Mexicans, its guidelines did broadcast from Mexico nor offer significant entertainment offering for San not apply to them, the local radio com- Spanish -langue programming, the Diego, even though he comes out of New munity was in an uproar, accusing Latino market is becoming increasingly York." Noble of unfair competition. important. "Anytime you have 22 per- What does the future hold in store for San "It's almost like being in aboxing cent of the market belonging to aspecif- Diego radio? Continued revenue and lis- match with your scheduled opponent, ic group, that's significant," says Carolyn tenership growth, industry observers say, and all of asudden another guy who Howe, marketing director for the San fueled by astill-growing population base you've never seen before jumps into the Diego Radio Broadcasters Association. and aconsolidated group of well-heeled ring and hits you on the side of the "One of the other things is that Tijuana owners who know what it takes to compete head," Jim Price, then general manager is amarket of 2.2 million people who and have the money to do so. of KGB-AM/FM, told the Los Angeles cannot only hear our signal, but also "I foresee that in the next five years, you're Times in 1981. "We're governed by the shop in San Diego, although these peo- going to be allowed to own six stations in a FCC, and they're not." ple aren't counted in either our popula- market like San Diego," KPOP/KGB's Baker Noble's John Lynch, in turn, countered tion figures or our ratings." says. "Triopolies are next, and as the FCC that the Mexican government's restric- —Thomas K. Arnold continues to loasen up ownership restraints,

July 1995 The Radio World Magazine 11 BUYING AND SELLING

Technical Lemon Or Electronic Creampuff? An Engineering Road Map for the Non-Technical Buyer

• • • • • • • • OOOOOOOOOOOOOOOOO • • • • • • • • • • • • • • • •

by Jim Somich

ngineering is often relegated to the 1. Plan to devote about 20 percent of your rather an attempt to determine if engineer- back burner when your time is occu- time to technical considerations, and try ing is of any concern to the present owners. Epied with ratings, cash flow and not to become overwhelmed by trivia. Don't just gloss over this phase because you tinancing, but you don't have to be an engi- Initiate achecklist so you will know what feel unqualified to judge technical matters. neer to steer clear of technical pitfalls when questions need to be addressed. Retain a Look for the warts. Ask alot of questions. evaluating aproperty you plan to acquire. technical consultant that you trust to help And don't forget the transmitter site. Leaving everything up to your engineering you answer those questions. Although often ignored in serious evalua- consultant can be acop-out. Learn a_little, tions, there is more opportunity for technical save alot! Know what to look for, what 2. T our gut feelings about the tech- disaster at the transmitter than anywhere else. questions 115 ask. You could save yourself nical o .Slipshod operations are Plan with your consultant to note certain untold headaches down the road. If you're not always abad buy, but they indicate a technical parameters during your tour. FM iensidering astation acquisition, team up certain attitude or philosophy on the part ions should be putting out licensed with your engineer and supercharge your of the owners. You may not be an engineer, ¡lower an the reflected power should he evaluation. It's easier than you think. but your instincts can save you from mak- low, indicating the soundness of the anten- Let's not concern ourselves with the easy ing abig mistake. Back up your feelings na and transmission line. ones. It doesn't take arocket scientist to with solid technical input from your con- At AM stations, check the common point spot aproperty that is suffering from sultant. Know what you are buying. current as well as antenna currents and ratios extreme neglect. It's one thing to realize to determine how they compare with that amajor rebuild will be the only route 3. En—glge in aserious dialogue with your licensed values. Take aclose look at the tow- to take. It is another to expect only afew, consultant after you have toured the station ers. Are they well-painted and free of rust inpanr problems and find out six months with him or her and spoken with employees. and corrosion? Do the guy wires appear to be down the road that your tower is ready to Your checklist will help you ask the right ques- tensioned properly and in good condition? pie come down in the first windstorm. tions. It will still be up to you to make any Checks like these take only afew minutes The signs of awell-maintained property are final decisions based on the answers you get. and can reveal problems ready to turn into also obvious to the potential owner. It's disasters. Your consultant will work harder those in-between situations that will keep FIRST IMPRESSIONS for you if he realizes you are making astrong you up all night. Unfortunately, many of the Tour the entire technical plant with your attempt at agood technical evaluation. stations on the air today are in-between. consultant, but rely on your own initial Whether at the studio or transmitter site, Stations are areflection of the times, and in impressions during this phase. Does the keep looking for signs of good engineering. the 1980s and 1990s, alot of good engineer- facility seem neat and orderly or sloppy and Cleanliness is part of it, but look beyond ing was thrown out with deregulation. haphazard? Does the plant show any con- housekeeping. Does the station own any tools Chances are the owner has put the best face cern at all for technical matters or do things or test equipment or is it relying on the engi- possible on his property. This is not unlike just seem to be thrown together? A desir- neer to supply everything? Are licenses and buying aused car. It is your job, and that of able property, from atechnical standpoint, required notices posted along with operators' your engineer, to cut to the chase and make will show some signs of good engineering. licenses? All of this is good engineering. apractical evaluation in ashort period of Look behind doors to get abetter perspec- time and often under difficult conditions. tive. Open racks and look at the wiring. COVERT OPERATIONS The strategy Iam outlining here is based Check inside cabinets or behind equipment. Visit the station after hours, if possible. Try on three components: This is not atechnical evaluation, but to see it in operation under more normal

12 The Radio World Magazine July 1995 conditions. You may be surprised at how THE CHECKLIST your impressions change after the "show" Even before your initial tour, it's agood SOLD! put on for you by the owners. idea to develop achecklist of questions Talk to employees on duty and don't be that can be applied to any evaluation afraid to ask pointed questions. Istrongly Some of them are as follows: recommend that you meet with the station engineer, whether staff or contract. You 1. The last audio and RF "proof." Though should have alist of questions and concerns no longer required by FCC regulations, based on your initial station tour. Your con- audio proofs are invaluable documentation sultant should be present at this meeting. of the technical condition of the station. If WJBO-AM/WFMF-FM, Try to talk to the station engineer private- no current proofs are available, seriously ly, if at all possible. Depending on your consider having them done before closing Baton Rouge, Louisiana from concerns after your initial investigation, the deal. RF proofs can uncover coverage Baton Rouge Broadcasting this meeting can either confirm your worst problems as well as the need for serious— Company, Inc., to Gulf star fears or explain your concerns away. and expensive—engineering work. After you have made your initial tour, and Ask if the station has aconsulting engi- Communications, Inc. have met with the owners and engineer, neer or firm. This is agood starting point break out your notes and have aserious dis- for digging up previous proofs and rel Charles E. Giddens cussion with your engineering consultant. materials. Audio proofs are relativ sim- Determine his or her impressions and try to ple, low-cost and can be p rmed and reconcile them with yours. If you have overnight. Field signal measurements take George I. Otwell questions or doubts at this point, try to longer and cost more. The decision to com- 1 initiated the transaction resolve them. Determine how much of the mission these measurements should be operation appears usable to you and what made with your elering consultant an will have to scrapped and rebuilt. based on apparent .Perhaps your en neer can perform the needed measurements without incurringee cost of aoutside Shedding the Light consultant. On Dark Stations

2. Áliglire all licenses and Sithorizations in iations that have been off the order? These include jie station license, air for any period of time pre- auxiliary services ( L, RPU, etc.) and GEORGE I. OTWELL Ssent some unique technical other special autlIlzations that are apart 513-769-4477 challenges. If astation is on the air, of the main stn license. ELLIOT B. EVERS it is fairly easy to determine its tech- . , 415-391-4877 nical condition. Dark stations—espe- 3. Doe r station have any technical con- cially those down for an extended tracts t'at you should know about? Do they BRIAN E. COBB period of time--are extremely diffi- espace on their tower? Do they lease an CHARLES E. GIDDENS cult to evaluate technically. CA channel? Get copies of the contracts 703-827-2727 The first rule is that you cannot and go over them with your lawyer. RANDALL E. JEFFERY assume anything. If you have any RA.NDALL E. JEFFERY, JR. intention of utilizing any part of the ; 4. Determine if any tower studies are 407-295-2572 technical operation, you must available. This is especially important if

inspect, test and make some educated the station leases tower space. You cannot RADIO and TELEVISION guesses. In sonic cases, the station determine if atower is overloaded by look- BROKERAGE •APPRAISALS may be partly dismantled, making ing at it. If you or your consultant have any evaluation even more of achallenge. doubts about the tower(s), consider having The best you can do in these diffi- astudy done before closing the deal. It cult situations is to rely on your engi- could save you untold grief later. neer to give you the hest and worst scenarios considering the situation. 5. In AM stations, try to determine the Often, transmitters can be tested integrity of the ground system. Your engi- into adummy load to give you some neer can go over the tower site with afield et! indication of condition and perfor- meter and determine the extent of the mance. Dark stations can be areal ground system. In many cases, what is hid- MEDIA VENTURE bargain, but cDnsider the technical - den from sight doesn't exist at all! A solid PARTNERS pitfalls. And be sure to inspect all ground system is required to maximize AM equipment thoroughly before apply- , coverage. WASHINGTON, DC ing power. Small, furry animals love ORLANDO •CINCINNATI to nest in the cracks and crevices of MONITORING SAN FRANCISCO transmitters and phasors. Don't forget to listen critically to the sta- Subject to F.C.C. approval —Jim Somich tion. Serious critical listening can point out major and minor problems. Listen BF Circle 174 On Reader Service Card

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READER SERVICE 120 in the car and on abetter radio, if possible. Listen with your consultant. You are listen- BUYING AND SELLING ing for signs of trouble. Does the station sound good? Is it clean and undistorted? If it isn't, why not? Try to find answers to these questions before signing on the dot- ted line. Putting a Potential PUTTING IT ALL TOGETHER 1 If you have followed the advice given here, Ipromise you are head and shoulders above most potential buyers. Instead of Buy to the Test closing your eyes and hoping for the best, you have taken apro-active engineering approach. Now is the time to get together A Good Game of 20 Questions Will Uncover one last time with your consultant and Factors That Count in Considering aPurchase resolve any lingering doubts you may have. What is your consultant's final opinion of the technical operation? Assume that oth- by Dain Schult er problems exist that are buried too deeply for you to find until later. n the 1980s, there appeared to be a financials and preliminary information, Determine what must be repaired immedi- nationwide contest to see who could including call letters, dial position, cov- ately and at what cost. What repairs can /expend the highest cash flow multi- erage map and sales presentation, what be postponed and what is hopeless and ple for aradio station and still somehow are the 20 most important questions to must be scrapped? show on paper that its debt could be ser- ask about the deal? Remember that none of this is beyond the viced. Consider the following: engineering layperson. Even the best engi- Today, many of those deals don't look neering consultants will gloss over problems as smart as they did then. But as radio Station characteristics if they feel you do not want to be directly rises out of the ashes and challenges 1) What is the station's billing and col- involved in the engineering. The key to a television and cable as adesirable lection history for the last three years? Is successful evaluation is to ask the right ques- investment vehicle again, the stage is it going up, down or sideways? Why? tions—and ask them over again of different set to see whether, as an industry, we 2) What is the station's ratings and for- people—until you get the right answers. If learned our lessons from the frenzied mat history for the last three years? Is it you do your homework, most of your engi- decade past. stable, growing or dying? Why? Is the neering surprises should be good ones. (I) Let's be smart buyers. As apotential format unique or nondescript? station buyer, what are the most impor- Jim Somich is aradio broadcast engineering tant things to look for, ask about or Market characteristics consultant and president of MicroCon check when considering astation for 3) What is the radio market's revenue Systems Ltd., amanufacturer of broadcast purchase? Above and beyond current history for the last three years? Is e equipment. 9,000 Tracks. No Waiting.

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July 1995 The Radio World Magazine 15 •••• Products & Services ••••

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READER SERVICE 176 it growing or slumping? Why? Who's in control of these accounts? 17) How are the salespeople compensated 4) Are there pending ownership changes, 14) What percentage of overall billing is and why? Is there accountability built into LMAs or move-ins on the horizon that local and how much is national/regional? their plan? change the level on the playing field? Or This says alot about the ability of the cur- 18) Are there any "dead bodies" hidden in change the radio revenue mix? rent sales staff. the closet regarding the station's prior pub- 5) Are there unique market or economic 15) How much, if any, effort has been lic image or prior hiring/firing procedures? factors that will impact this station? Are make to develop non-traditional revenue Where are the dead bodies buried and can there economic factors any of them come back to haunt you once such as a military base Above and beyond you've taken over? about to close that could 19) Does the station have department wreck the markets and current financials and heads with the authority to act in asitua- cause an in-town reces- tion or does everything have to go through sion? preliminary information, what the GM first? Who is controlling what and when? Facilities are the 20 most important 20) Can the station's market value be dou- 6) Are the current facili- bled within five years or less? If it can't, ties adequate and accept- uestions to ask? maybe you need to pass up this station. able for what you want to do in operations or will Of course, there are any number of other you need a larger or questions that need answers, but if you get smaller facility? Everything may fit perfect- sources for the station? Anybody spending favorable feedback on these considerations, ly now, but what will the station look like a time on coop or telemarketing? you are well on your way to finding aradio year from now? Five years from now? property worth the time and effort to Current management acquire and operate. Programming, !promotions, image 16) What are current and long-range 7) Is this station "on target" with where the financial, programming and operational Dain Schult is aradio consultant based in market is headed in terms of demographics. goals of the station? If it doesn't have Atlanta. Now principal of Radioactivity Inc., If not, why not What's right, wrong or any, what does that tell you about the he has more than 20 years experience in all needs improvement? station? facets of radio. 8) What kind of promotions and jingles/liner market is this? Is it the kind of market where every advertiser expects ATTENTION P.D.s some kind of bonus-added promotion or contest before committing to aschedule? Schedule the best in "OLD-TIME RADIO" with Is it the kind of market where you have to give away big bucks to "buy" the audi- ence? Are all other stations using out-of- market voice talent for their liners and IDs? U/44 • • 9) What's the biggest or the best promo- Hosted by STAN FREBERG, the man who drained tion that has been done in this market and Lake Michigan and filled it with hot chocolate was it sales-related? What does it take to make asplash in the market?

Boolckeepingitraf fic 10) What kind of computerized bookkeep- egegie ing/traffic system do the stations have and Y%Kt how long has it been there? Is it adequate for now but needs replacing soon? 11) Can the current personnel make the transition to anew system quickly? If you decided to change vendors, can the staff cipueee, COe LIG1114É-OUT adjust to the change? 12) What is the station's public image Five shows per week-54 minutes each. regarding both accounts receivable and BARTER, NO CASH PAYMENTS! accounts payable? Do clients take the sta- tion seriously on both counts? Is the station perceived as a deadbeat on accounts For afree demo CD contact Davic West payable? DICK BRESCIA ASSOCIATES (201) 385-6566

Sales strategies thite4.,keIo tedi.4 celebrates its 6th year on 300 stations 13) What percentage of local billing is direct retail and how much is agency? Circle 78 On Reader Service Card

July 1995 The Radio World Magazine 17 SALES 81 MARKETING

they are very good at nurturing." If this is true, then why are the vast majority of radio general managers still men, when the vast majority of radio sales- people are women? Is there areason? As Women Climb Sales One reason there aren't more female man- agers is that far more women than men move out of acareer path to stay home with Ladder, Stations Rethink children. It also seems more women than men leave good jobs to follow spouses. This, in effect, forces them to 'start over' in a Age-Old Policies brand new market. Fadal gives an example of afemale sales manager in that accompanied her husband to anew job in Washington, D.C., by Bob Harris and then couldn't find asales manager's job, so she started at the bottom again as an AE. hen pioneer radio company sales promotion. Traditionally, the person Group W recently held adinner making the most sales wins an exotic trip Find mentors W to recognize the most outstand- for two to the Super Bowl. Brenda Adriance, general manager of ing account executives among its 13 radio However, unlike most years when winners Gannett's KHKS-FM, Dallas, recommends stations, 12 of the President's Club Award take spouses or significant others, the two that it's important for women working their winners were women. winning women decided to take the Super way up to "find mentors, both male and Indeed, in an industry known for being Bowl trip together and leave their hus- female, to talk to." The lack of mentors and top-heavy with male executives, the event bands at home with the kids! "mentoring," she says, is ahindering factor acknowledged that women have come a This "nursery" concept seems to be for women with management goals. long way in broadcasting: Today, more spreading. KYNG-FM in Dallas has had a Both Adriance and Fadal were adamant, women are selling radio than ever before, similar job-share program for about ayear, however, about warning salespeople, male they are very good at what they do and and female, that the road to they are extremely successful. becoming amanager does not "It was awonderful feeling that all these include frequent jumps women had won," acknowledges John between stations in the same Waugaman, executive vice president of market, constantly seeking Group W Radio. "But you know, it didn't the "best list." matter. No one made abig deal of it." In "I have been at KEGL for 13 fact, Waugaman says he always passes abox years," Fadal says. "I started as of fine cigars around the banquet table after an AE and continued to get the awards dinner. This year, afew of the promoted because Ididn't winning women lit up. move. You can't keep moving With women now attaining their place in around between stations and top-level positions in broadcasting, many _ expect to build the trust of the nation's group owners are rethinking Group W's President's Club: and respect necessary for a policies that have been in place for 12 of 13 have no mustache. move into management." decades, accommodating a title that However, cross-town accompanies many of these executives as while KLIF-AM, also in Dallas, recently Dallas GM Adriance did suggest to they climb the ladder: working mom. hired two women who actually sought the women, "Seek out companies that will position as ajob-share pair. allow you to reach your goals. A manager's The Nursery While women's increasing prominence at job doesn't fall into your lap; you must At Group W's WMMR-FM in , the top level in broadcasting might be seek the companies that provide the for example, the station has established what viewed by some as an anticipated trend, opportunities." it calls "The Nursery." In an enlightened others say it was only amatter of time before From the male perspective, there's no reason effort to keep two outstanding female AEs women earned their place at this level. why apredominance of women in top-level who wanted to spend time at home with "Women make better managers than positions won't continue to burgeon as compa- young children but also wanted to work, a men," says Donna Fadal, general manager ny policies adapt to circumstance and women unique job-share program was created. of Sandusky Radio's KEGL-FM in Dallas/ continue to demand their place in the line. Each of the two AEs, Jeanne Braun and Fort Worth. "Men take care of problems. Says Group W's Waugaman, "It's only a Suzy Swartz, work three days aweek. One Men are good problem solvers; they effi- matter of time before there are as many works Monday and Tuesday, both work ciently solve one problem, then move to women GMs as men." Wednesday to communicate, and then the the next problem. other works Thursday and Friday. `Women take care of people. Women are bet- Bob Harris is aDallas-based sales and mar- Has it worked? Well, according to ter at the things that are needed to be agood keting consultant. His broadcast services Waugaman, the pair were so successful last radio manager," she says. "Women seem to include in-market sales training, seminars and year that they won Group W's Super Bowl have aradar and good instincts about people; hands-un new business development.

18 The Radio World Magazine July 1995 Your I;c1 IM)N ic)ifution

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CORPORATE COMPUTER SYSTEMS, INC. 670 N. Beers Street, Building 4, Holmdel, NJ 07733 USA MUSICAM. CCS Tel: (908) 739-5600 Fax: (908) 739-1818 Circle (44) On Reader Service Card attract big-league advertisers. Dahl's Radio AAHS is not only the Today, Dahl is president and chairman of front runner, but also the distance Minneapolis-based Children's Broadcast runner in the race, with five years and Network, owner of Radio AAHS (as in 27 mostly AM affiliates to his credit. "The Wizard of..."). He says that one of the AAHS is also the only children's net- biggest challenges of kids' radio is overcom- work that broadcasts 24 hours aday. ing widespread resistance with the industry Whether or not Dahl acknowledges to avirtually untested format. the roadblocks mentioned above, they were at least partly responsible for the All the answers demise of several earlier kiddy-nets "Radio is avery mature industry, full of all and programmers, including CBS' these guys who know all the answers," Dahl RadioRadio, Imagination Station and says. "One answer they have is that kids Children's Radio Network. In fact, don't listen to the radio. But there's noth- the CRN was an earlier incarnation of ing on radio for kids to listen to. That's Children's Broadcasting Corp., which why they don't listen. When you provide a owns Radio AAHS. product, kids consume it." Fox's Bert Gould says the demo is Dahl is the lead contender in awidely still "tough for the industry and espe- ignored race for the 12-and-under airwaves. cially for radio stations to lock onto." And while he may not acknowledge them as As executive vice president of Fox Children's Network, he's in charge of such, asmall herd of programming competi- Chichester tors populate the thin field. One of these is the Kids Countdown, launched last

KidStar out of , in action for just over July. Gould says that the lack of Page two years and limited so far to its home mar- Arbitron ratings for this listening

ket. Another is Fox Kids Countdown in Los group sets up a"domino effect." Photo: Angeles. Although Fox brings its Man-o'- they're not going to be willing to advertise War name to the fray, it offers but atwo- It It's not rated... to the demo; therefore, radio stations aren't hour Sunday show carried by just over a "If it's not rated," he explains, "advertisers going to want to program to the demo and hundred stations (including KidStar). can't measure their effectiveness; then programmers aren't going to create pro- gramming to meet it." Despite these challenges, the potential STEVE RHYMER STAYS ON TOP OF HIS MARKETS. audience—and the possible payoff—is enormous. Children make up about 17 per- With eight stations in four growing markets, Alaska Broadcast cent of America's population. That's more Communications is amajor voice in Alaska radio. Steve Rhyner relies on than 40 million listeners, who spend some music format services in Country, Adult $14 billion of their own money and influ- Standard, Hot AC and Soft AC, freeing staffers to sell and serve their ence at least $130 billion more. To reach communities. Broadcast Programming blends expert consulting with this "underserved market" audience, adver- advanced technology to create systems that work for good local tisers nationwide spend just $1 billion, a broadcasters. We're proud to be apart of Alaska Broadcast's success. mere one percent of their budget. At least one researcher believes these numbers are way off base. Marketing pro- fessor James McNeal at A&M University says young people directly influ- STEVE RHYMER ence nearly $160 billion in buying and that General Manager they indirectly ("passively") influence pur- Alaska Broadcast Communications chases of up to $450 billion ayear. "Children have agreat deal of influence on household spending," he says. McNeal, who has written three books on marketing to children, predicts that the $160 billion fig- ure will nearly double by the year 2001. "Marketers are looking at radio for good BROAD MINO reason," McNeal says, "because it's one more way to communicate with this rapidly growing market."

1995 Broadcast Programming Generating research McNeal agrees that the ratings gap has WESTAY ON TOP Of THE MUSIC. YOU STAY ON TOP Of YOUR MARKET. hindered the cause of children's broadcast- (80O) 416-9082 •fAX (106) 441-6582 ing. He quotes an industry maxim: "If you can measure it, I'll buy it." But he 0. Circle 189 On Reader Service Card

22 The Radio World Magazine July 1995 attract big-league advertisers. Dahl's Radio AAHS is not only the Today, Dahl is president and chairman of front runner, but also the distance Minneapolis-based Children's Broadcast runner in the race, with five years and Network, owner of Radio AAHS (as in 27 mostly AM affiliates to his credit. "The Wizard of..."). He says that one of the AAHS is also the only children's net- biggest challenges of kids' radio is overcom- work that broadcasts 24 hours aday. ing widespread resistance with the industry Whether or not Dahl acknowledges to avirtually untested format. the roadblocks mentioned above, they were at least partly responsible for the All the answers demise of several earlier kiddy-nets "Radio is avery mature industry, full of all and programmers, including CBS' these guys who know all the answers," Dahl RadioRadio, Imagination Station and says. "One answer they have is that kids Children's Radio Network. In fact, don't listen to the radio. But there's noth- the CRN was an earlier incarnation of ing on radio for kids to listen to. That's Children's Broadcasting Corp., which why they don't listen. When you provide a owns Radio AAHS. product, kids consume it." Fox's Bert Gould says the demo is Dahl is the lead contender in awidely still "tough for the industry and espe- ignored race for the 12-and-under airwaves. cially for radio stations to lock onto." And while he may not acknowledge them as As executive vice president of Fox such, asmall herd of programming competi- Children's Network, he's in charge of tors populate the thin field. One of these is the Kids Countdown, launched last Chichester KidStar out of Seattle, in action for just over July. Gould says that the lack of Page two years and limited so far to its home mar- Arbitron ratings for this listening ket. Another is Fox Kids Countdown in Los group sets up a"domino effect." Angeles. Although Fox brings its Man-o'- War name to the fray, it offers but atwo- If it's not rated... they're not going to be willing to advertise hour Sunday show carried by just over a "If it's not rated," he explains, "advertisers to the demo; therefore, radio stations aren't hundred stations (including KidStar). can't measure their effectiveness; then going to want to program to the demo and programmers aren't going to create pro- gramming to meet it." Despite these challenges, the potential STEVE RHYMER STAYS ON TOP Of HIS MARKETS. audience—and the possible payoff—is With eight stations in four growing markets, Alaska Broadcast enormous. Children make up about 17 per- Communications is amajor voice in Alaska radio. Steve Rhyner relies on cent of America's population. That's more Broadcast Programming music format services in Country, Adult than 40 million listeners, who spend some $14 billion of their own money and influ- Standard, Hot AC and Soft AC, freeing staffers to sell and serve their ence at least $130 billion more. To reach communities. Broadcast Programming blends expert consulting with this "underserved market" audience, adver- advanced technology to create systems that work for good local tisers nationwide spend just $1 billion, a broadcasters. We're proud to be apart of Alaska Broadcast's success. mere one percent of their budget. At least one researcher believes these numbers are way off base. Marketing pro- fessor James McNeal at Texas A&M University says young people directly influ- STEVE RHYMER ence nearly $160 billion in buying and that General Manager they indirectly ("passively") influence pur- Alaska Broadcast Communications chases of up to $450 billion ayear. "Children have agreat deal of influence on household spending," he says. McNeal, who has written three books on marketing to children, predicts that the $160 billion fig- ure will nearly double by the year 2001. "Marketers are looking at radio for good INC reason," McNeal says, "because it's one more way to communicate with this rapidly AIMING growing market."

e 1995 Broadcast Programming Generating research WE STAY ON TOP Of THE USK. YOU STAY ON TOP Of YOUR MARKET. McNeal agrees that the ratings gap has hindered the cause of children's broadcast- (800) 416 9082 •fAX (206) 441-6581 ing. He quotes an industry maxim: "If you can measure it, I'll buy it." But he Circle 189 On Reader Service Card

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Kids' Radio Proponents Strive to Quantify Sizable Audience in a 12+ World

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 1,N Page Chichester

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she listened to "The Lone Ranger" and other after-school io shows in the early 1950s, 6-year-old Christopher Dahl may have envisioned himself one Aday recreating the theater of the mind for millions of youngsters. He may even have envisioned an entire network just for kids. Bu it's a safe bet he didn't foresee the obstacles that he and other children'-.. programmers would encounter. : For one, Arbitron doesn't rate audiences under 12 years old. Fo : -notb- er, kids today are said to he part of the television generation, pro gran ned for pictures, action and visual stimulation. Some observe that for such an audience, radio seems like "half a loaf." These other objections have made it difficult for subteen radio progr ers to 0- mile, Youi; lur116 LLet)N S(Mt ifayeTe

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Circle (148) On Reader Service Card says Arbitron is starting to take notice, pro- "a little leap of faith." AAHS has found sev- study in 1992. That told him that his grammers are generating their own research eral ways to ameliorate such concerns. Minneapolis station was number one for and more than just toy and snack food mak- In the world of kid's radio, Dahl considers age 9and under, and number four in after- ers are looking at the 4- to 12-age group. himself the Lone Ranger, patrolling the noon drive. AAHS also attracted one par- Auto manufacturers—considered by some to uncharted and sparsely populated frontier ent for every two children. be alost cause when it comes to children's without as much as asidekick. He sees When AAHS contracted Arbitron in programming—are coming around to this himself as the Ted Turner of the children's 1993 to study listeners ages 2 to 11 in notion as well. With research suggesting that airwaves. Like Turner, Dahl is undaunted Minneapolis, it found that they tune in when confronted with skeptics. about seven hours aweek, half of which is He sweeps perceived stumbling blocks done in cars. It also found that 91 percent aside. To plug the research hole, Radio of children 12 and under listen to the radio, AAHS commissioned an independent and that AAHS was reaching about 0-

NOTE eek ageiÁ9 &stele children exert some influence on about $10 ee are billion in car purchases ayear, McNeal says both Ford and Toyota are rumored to be focusing some attention on the young market. 11.C-,,e eeet Dahl can vouch for this brand of influ- ence. "Twelve years ago, my 12-year-old goa blew fardepeneige son said, 'Dad, we gotta get one of these Jeep Cherokees," Dahl recalls. The Jeep faatt' eeito te. parked in Dahl's driveway today is his fourth. see youee soiatiàlls "I'm still being influenced by the decision we made—really, that he made-12 years ago," Dahl says. "I think alot of savvy car eeyea rateilb needs, dealers realize that these kids are, in fact, f determining things like what sort of car we're going to get." call1-8 7- 14 That may explain why Radio AAHS has been able to welcome car dealers into its mix of advertisers, which includes Sears, McDonald's (also claimed by KidStar and Fox Kids Countdown), Kellogg's, Kraft, Target Stores, General Mills, Disney and Blockbuster. AAHS also is partnering with Warner Music Enterprises to produce acolor- THE BENCHMARK I IN BROADCASTING ful monthly magazine with aCD or cassette in every issue. In addition to advertising, For the past 25 years For the NEXT 25 YEARS Disney provides programming on Sundays. International Tapetronics Corporation, 2425 S. Main Street, Bloomington, IL Phone: (800) 447-0414, (309) 828-1381, Fax: (309) 828-1386 Ease concerns Still, one major advertiser admitted in a 1993 MediaWeek article that, lacking much in the way of hard listenership numbers, air- ing commercials on children's radio requires Circle 17 On Header Service Card

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Circle (128) On Reader Service Card 90,000 kids and 44,000 parents in the Twin individual listeners. The PhoneZone is also advertisers," Gould says. "They know they Cities. an important way for listeners to partici- want to reach kids and they know how. I To bolster these findings, the station devel- pate in the broadcast and hear themselves think they realize kids listen to radio." Of oped other audience quantifiers. AAHS on the air. course, it doesn't hurt that Fox also boasts a began hosting concerts that attracted around That has been sufficient to lure several 5million-member Kids Club (built mostly 9,000 kids and parents. Its studio phones high-profile advertisers, including upon its TV programming), representing take an average of 4,000+ calls aday. The Microsoft, Weyerhauser, Nike, Nestle and nearly 4million households. studio itself attracts 20,000 or more visitors a Nordstrom. Like Dahl, KidStar Executive Fox takes some radio programming cues year. The newly launched Radio AAHS VP and GM Jodell Seagrave also down- from its TV department. Whereas AAHS Magazine has about 40,000 subscribers. plays the supposed roadblocks to success in and KidStar feature stories, kid DJs, call-ins children's radio. and games, all linked together with an eclec- Maintain standards "We see avery large demand by advertisers tic music mix, the Kids Countdown offers Another concern raised about children's at very high levels," Seagrave says. These regular appearances by Fox TV characters radio is the danger of exploitation. AAHS, companies "are looking for new and effec- and guest appearances by real-life celebrities, KidStar and Fox all employ stringent self- tive ways to reach kids and families with interspersed with asoft AC playlist. policing to forestall any complaints. Dahl children." 'We're playing contemporary hit says objections have been few. music," Gould says. "We're not "Parents tell us that if you can maintain playing Barney and Raffi; we're the standards and integrity of your playing the hits. We try to create broadcasting—and be some- aradio show that is targeted at kids, what vigilant about what sort but that any adult can listen to and of commercials you run— enjoy." Like Fox's TV shows, the they're okay with the fact countdown is intended to appeal to that it's acommercial ven- avery broad audience. ture," Dahl says. Because of the many variables involved, Dahl discounts descriptions of kids as anyone hoping to win the children's radio being "programmed for television." In fact, Fox Broadcasting race will need perhaps one trait over all— viewership for Saturday tune time is flat or For added insurance, endurance. Dahl, for one, maintains that if declining for most networks (the one KidStar has sponsored proprietary studies, he keeps at it long enough, everything will fall exception being Fox). And kids certainly which revealed an estimated weekly cume in place. don't consider radio "half aloaf," any more of up to 175,000 kids, plus 125,000 parents. "I don't think Turner had any idea that it than adults do, he says. "We have not found that we've been was going to take 10 years and the Given all the above—plus a widely handicapped by the lack of traditional to make what he had successful," Dahl says. acknowledged need for quality children's Arbitron ratings," Seagrave says. "because He believes the cards are stacked in his entertainment—the time for children's radio we've come up with very effective tools for favor. "Number one," Dahl notes, "we deliv- would seem ripe. This argument is especially measuring the effectiveness of an overall er the demo completely to you; there's not compelling when you consider that 75 per- program." She adds that Arbitron has much competition. On radio, if you want to cent of the nation's 5,000 AM radio stations developed some prototypes for measuring reach 18-24, there are three, four, five alter- are losing money and looking for salvation. children under age 12, and that KidStar natives in every major market. Here, if you Dahl maintains that "any halfway decent may avail itself of that service. want to reach these kids on radio, it's Radio operator can make money with this format KidStar's goal is to be reaching 2million AAHS. There's no need to buy anybody on the AM side of the dial." listeners in all top 10 markets by the end of else. Ithink there's abig advantage to that." But although the Minneapolis station has 1996. Of course, KidStar and Fox Kids been amoneymaker almost from the start,. Countdown counter that there's enough the Children's Broadcast Corp. has not. Counting ears room in the winner's circle for other net- Radio AAHS Network is still grasping for Meanwhile, unlike AAHS and KidStar, works and programmers. the holy grail of 40 percent market coverage Fox Kids Countdown has made no effort to Regarding industry skeptics, Dahl says he's in the . At the moment, it has count its audience. working hard to convert them as well. He about 30 percent. That gap could be filled "Honestly, we have no idea how many lis- wants them to stop betting against chil- with prized New York and stations, teners we have. We really don't," Gould says. dren's radio. which together would amount to another 12 He says counting ears would be an expensive "One of the things Ilike to say to my fel- percent. CBC plans to buy stations in these undertaking. "It would probably cost us more low broadcasters is: If somebody could two high-priority markets. Some financial than the show cost to produce." bring you an entire demographic and say, analysts predict these could help the compa- Still, Fox has been able to coax, convince 'It's all yours,' whether it's 18-24 or 24-36, ny turn aprofit by early 1996. or cajole such national advertisers as Quaker would you jump at the opportunity? That's KidStar, on-air from 6 a.m. to midnight, Oats, Marvel Entertainment, Kool-Aid, LA what we're offering here." uses some of the same mechanisms as Gear and Tiger Electronics to sign on. Radio AAHS to count its listeners. It has Gould agrees that advertisers may be com- Page Chichester is a Roanoke, Va. -based amembership club, aquarterly magazine mitting a"leap of faith, in that I'm not giv- journalist, former managing editor of Virginia and an interactive phone system. The ing them ratings," but he believes magazine and father of 9-year-old Lee, whom PhoneZone employs personal listener codes name and track record helps offset any per- is pictured in the story's opening photograph. to help KidStar develop profiles not only ceived risk. Format Focus takes amonthly look at trends on the call-in audience as awhole, but on "Almost all these people are big kids impacting radio programming.

July 1995 The Radio World Magazine 27 PROMAX

WIOD/WFLOWHQT Director of Marketing Kurt Steier: 'Sticking to the Basics Is the Most Important Thing'

Scott Slaven

e Promax Promotions Profile offers a going into promotions. 1started out major- It's always achallenge, because there's look at the experiences and points of ing in engineering, but like alot of people, always something going on. The thing Tview of the nation's top radio promotion Ididn't know exactly what Iwanted to do. that became difficult was that Isimply professionals. Later, Iworked promotions during Spring didn't have enough time to do every- Promax is an international association for Break in Fort Lauderdale for Coppertone and thing—especially focus on the product. I promotion and marketing executives in the Tropical Blend. We coordinated the bikini and finally had to hire two promotion direc- electronic media, based in Los Angeles. belly flop contests, T-shirt giveaways and water tors to help handle the load. With three This month: Kurt Steier, director of market- volleyball tournaments. It was ablast. That's formats, there were just so many people ing for Cox outlets WIOD-AM, WFLC-FM when Ireally knew what Iwanted to do. calling in, wanting something and Icould- and WHQT-AM in Miami. n't handle it all. • How long have you been at your Ithink long-term planning is an important •Kurt, tell us how your promotions Q•present gig? part of our jobs. If you lose time in that part Q•career began. of your job, you lose your vision of the sta- Since August 1989. Iwas hired here for tion. It's important that we work six months In college, Iwas the paid director of pub- WIOD Radio, which is news, talk and out and know which direction our stations licity for the Center Board, which secured entertainment. In the Spring of '90, our sis- are going in. all the concerts, lectures and special ter station was changing from AOR to an events. Before this, Inever thought of adult contemporary format and Iwas pro- • What are some of the challenges of moted to handle marketing for both. •promoting talk radio? Then in January 1993, after the FCC Q duopoly ruling, we acquired WHQT, an It's tough because the talent is the product. urban adult contemporary, and Iwas pro- Our lineup on WIOD is unique to say the moted as marketing director for all three least. Where most talk stations are issues- radio stations. oriented, ours is entertainment-based—free- form, stream-of-consciousness talk where we • How, tough is it to juggle three dif- let the listeners talk about anything they Q•terent formats? want. Our morning show, Rick &

Kurt Steier Title: Director of Marketing VVIOD-AM/VVFLC-FMANFIGIT-AM, Miami

Choice Morsels Hired in 1989 as Promotions Director for news/talk/entertainment WIOD-AM. In Spring 1990, promot- ed to handle Cox's new AC WFLC Coast 97.3. In January 1993, the company acquired WH0T-AM, an urban contemporary outlet, and promoted Steier to Director of Marketing for all three stations.

Up the Ladder Promotion Director 84WHAS, Louisville, Ky., 1987-1989 Promotion Director WVEZ/WAKY, Louisville, 1987 Promotions Coordinator MA, Lexington, Ky., 1986-1987

Education Western Kentucky University, Bachelor of Arts/Advertising, 1986

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Direct Mail Campaigns, Telemarketing, Database Management. Interactive Voice Response and Fax Broadcasting Systems Suds, is ahumor-based show that does alot of almost culture shock. Because of the warm Sticking to the basics is the most impor- like pay phone challenges, where weather, there is always something going tant thing. That's what I'm most proud of. they call apay phone and get people to do on, particularly in winter, when things slow stuff. down for most people. Are you on the Internet? We also have asports talk show and at You can get involved in everything and •• night, asex talk show. kill yourself or pick specific things to get Q involved in. As far as the market is con- No, we're not yet. We're looking into it • Is Miami a liberal or conservative cerned, it's achallenge because of all the but, to be honest, I'm not totally sold on •market? different cultures and the huge Hispanic the Internet yet. People come in here and Q community. I'd have to say I've learned say the Internet is the greatest thing but Let me put it this way. Rush Limbaugh is more here than Iwould have in any other nobody can tell me the percentage of peo- up against and Neil kicks his market because it is so diverse. ple in my market that are even on it. butt. This market is very unusual. We can Ithink it's something we all need to be get away with alot more here than you can • How do you define a successful aware of and need to know how to get in, say, Kansas. •promotion? involved in, but it's not something Iwant Q to spend awhole lot of time on yet. It's a

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Promax '95 Conference Equips Promotion Pros With Tools to Pack a Punch

by Charles Taylor

Marketing Leaders Look to New Technologies to Reach Listeners

n an industry where marketing From interactive communications to techniques are evolving as rapidly the Internet to database marketing, Ias names on astation's playlist, last 1990s' buzzwords wafted across ahost of month's Promax International & BDA radio-specific sessions, roundtables and Conference & Exposition in speeches. These tailored forums also asserted Promax's revived commitment to radio amid atraditionally dominant mix of cable, network and local television marketers. By show's end, 5,479 had registered for the four-day pro- motion extravaganza, includ- ing 210 radio attendees, adra- matic jump over last year's 140. Promax courted these delegates with an appearance With all the morass of the by actor/ Jay Thomas, format meetings and (ublic, our message must be topical roundtables that cov- simple and direct. Foremost ered creative promotions, event marketing, careers, is to be first and to own your cross-media promotion, spots and cutting edge technolo- niche. In other words, brand gies. The association also your identity, brand yourself. offered its first Radio Reception, sponsored by The Radio World Magazine. —Karen Tobin Washington, D.C., offered registrants The bottom line was to develop new an amply stocked tool kit to take ways to "reach out and touch listeners," KIIS-FM/AM home to their respective market bat- while fine tuning traditional on- and VP/Director of Marketing tlefields. off-air promotion techniques

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The best ideas According to Promax International President Jim Chabin, radio attendees, more than any year in the past, were giv- en information individually suited to what each format is doing around the country. "You heard the best ideas and strategies that have been done, whether guerilla mar- keting with the O.J. Simpson trial or maxi- mizing opportunities that Howard Stern creates in New York," Chabin said. "From coast to coast, radio attendees heard the meat and potatoes—actionable solutions— from the people in the markets that have this convention." publicity thing. seen the impact of them." Aside from the radio conclave, there And then there Chabin emphasized that the ball is just were big things going on for TV atten- was Newt Gingrich. starting to roll for radio's rejuvenated dees—sessions and practical workshops, While the Speaker of alliance with the organization: "We yes, but more prominently, schmaltz and the House of Repre- want to continue to grow radio so that it big names—as syndicators pushed their sentatives was certainly a big name for is more of a complete piece. own personalities and the techniques to Promax to offer attendees, is pre-packaged Individually, each piece of the puzzle effectively market them. Everyone from party platform speech pro ably went fur- may not seem like much, but now, if it's Oprah and Paul Reiser to Jerry Springer and ther in providing agrea coffee lounge promotion and marketing, it's here at Siskel and Ebert could be seen doing the anecdote for the audience than ahelping hand. In aconstituency t at could confi- dently be tagged predomi antly liberal, a number of Gingrich's ide son education and self-reliance were met with hisses and cat calls. Then again, w en it comes to In Today's marketing, nobody could eny Gingrich is Media Jungle, apro. More than anything You Can't Afford Other speakers included Richard Frank, Not To Change. president of the Academy of Television Arts and Sciences, poet and author Maya Angelou and New World Entertainment Chairman Brandon Tartikoff. More than anything, Promax attendees realized at show's end that there is still plenty to learn about promotion and mar- keting, while acknowledging among them- Inthe fast-paced world of media, you have on advertisers and agencies, an unequaled library selves that the power they wield in deliver- to keep improving just to keep up. of media information, proprietary management ing astation's message through ashrewdly You ought to expect the same from your reports, international collection services, and fashioned image is among the most impor- collection service. much more. tant skills in the broadcast media. At Szabo Associates, we're improving as you Since 1971, Szabo has helped more than "This is aconference where the number improve. As the first and largest media collection 3,600 clients achieve faster, more substantial firm, we're providing more specialized service settlements in every medium imaginable. Let us one goal is to learn," Chabin said. "These than ever. We've created separate divisions help you. Send us details of a people want to get better and they want to dedicated to each individual medium. No one past-due account, or call us for go back and kick the pants off their compe- else focuses so sharply on your individual needs. more information. Because in tition. They are passionate about what they This know-how helps us offer value-added abusiness as tough as yours, do." services you won't find anywhere else. Szabo you need adifferent breed of o clients have free use of the world's best database collection service. The 1996 Promax/BDA conference will be Szabo Associates, Inc. 3355 Lenox Road, N.E. 9th Floor Miaou, Georgia 30326 Phone: 404-266-2464 Fax: 404-266-2165 held at the Los Angeles Convention Center June 19-22. Circle 209 On Reader Service Card

34 The Radio World Magazine July 1995 T HE Radi®

MAGA rl; MANAGEMENT JOURNAL by Vincent M. Ditingo

Trends in Business Applications, Information Systems and Strategic Planning

Expanding Advertising Bases business development programs in place. One way is to create new advertising revenue streams Top Priority for Radio to build upon traditional radio advertising dollars. This may involve adapting and/or complementing advertis- Industry of the Mid-1990s ing forms from other mediums such as the television infomercial or direct response concept. With this The need to expand local and national advertising approach, radio stations can air 60-second spots bases in a developing multimedia world is fast becoming derived from existing TV infomercial campaigns. the top priority for U.S. commercial radio owners. Only "Radio infomercials build a bridge with direct re- by growing advertising bases will radio broadcasters con- sponse TV advertisers," observes Mark Lipsky, presi- tinue along a revitalized revenue path for the future. dent of Radio Direct Response (RDR), a Bala Cynwyd, Foremost, radio sales executives and managers must Pa.-based company that specializes in tailoring both know as much as possible about both current and short-form and long-form infomercials to radio. prospective advertising clients, including advertising expenditure history and potential plans for new product Support media and service launches or new retail chain openings. This "For the TV infomercial advertiser, radio is now recog- can be accomplished by monitoring events through nized as part of its support media," says Lipsky, a for- advertiser databases. The key here is to successfully mer Greater Media advertising and promotion executive. maintain the existing advertising client base while culti- Infomercials, a television mainstay for some seven or vating new business dollars. eight years, is still a relatively new marketing idea in Indeed, more than any other time since the early days radio. For radio, infomercial or direct response advertis- of television, radio executives need to grow their share ing is primarily produced in a short-form (mostly 60-sec- of available advertising revenue by being the medium ond) format. There are also some long-form (30- or 60- of choice for more marketers. The process has been minute) campaigns. Those that are short-form run on an made easier with the FCC's broader duopoly ownership unsold station inventory within a variety of dayparts. rules, which are greatly impacting both local and Long-form infomercials, which are usually produced as a national advertising sales. talk show, typically air during the night or on weekends. There also must be a major push today to position Generally, radio stations airing 60-second infomercial radio as the ultimate "reach medium." Sales presenta- spots are assigned a dedicated toll-free 800 number for tions to advertisers should stress radio's increasing out- audience response to the product or service. For their of-home audience or burgeoning mobility factor as a allotted airtime, stations receive a commission for each primary advantage over all other media. product or service bought. At RDR, for example, sta- tions running spots of infomercial TV products receive a Reflecting consumer tastes flat 25 percent commission of the product's gross price. Sellers of radio advertising time, particularly young (RDR produces the spots and uses third-party telemar- sales professionals, should be aware of the fact that the keters to field the telephone calls and close the deals.) aural medium has always been the most resilient com- In some cases, infomercial advertising can also be a munications vehicle within aconstantly changing society. straight media buy and it may feature products not Through its programming, radio has done an excellent advertised on television. job reflecting societal lifestyles and consumer tastes for "Infomercials," Lipsky suggests, "allow radio to better more than 70 years. In so doing, the industry has regis- compete for all retail dollars in the marketplace." tered many advertising successes—both local and national—along the way. Radio's multidimensional media mix In recent years, a large number of memorable radio Another approach to broadening existing advertising advertising campaigns have come about, such as the revenue streams, especially for local sales, is to insti- "Motel 6" national campaign. By noting such success- tute a more visible campaign for the radio advertiser. es, sales personnel can best demonstrate how radio This calls for radio to establish its own, multidimen- can be a highly effective targeted medium for delivering sional or value-added media mix for advertisers. The desired listeners/consumers. elements for a radio media mix include publishing lis- Faced with increasing media advertising competi- tener-oriented magazines featuring stories germane to tion—including closed-circuit audio services for retail the station and its format, along with ads from station chains and big screen advertising in motion picture the- advertisers; forming "listener clubs" that can act as a aters as well as on videocassettes—it has become merchandising arm for the station; and designing direct imperative for all radio stations, rep firms and networks mail contests and other targeted sales promotions. to further advance billings by having alternative or new Then there's cyber-radio in which stations and

July 1995 The Radio World Magazine 35 MANAGEMENT JOURNAL

networks offer "real-time" interactive on-line services to Trendformation: Renewing listeners, including advertising messages from station sponsors via World Wide Web sites on the global com- Financial Interest in Radio puter network Internet. Cyber-radio provides station advertisers with yet another outlet for getting their mes- When it comes to securing senior financing for new sage across to potential users of their product or service. station deals, the radio industry has been gradually And there are still other technology-driven, interactive "coming out of the box," to borrow a slogan from a radio marketing approaches in the works like past Radio Advertising Bureau conference. The indus- CouponRadio. As you read here in May, CouponRadio try is recovering from the severe economic crunch of essentially involves the use of a station's RBDS (Radio the early 1990s when many sources of money dried Broadcast Data System) subcarrier frequency for trans- up. mitting advertised sales product information directly to With the FCC's 1992 duopoly ruling now taking hold a specially equipped car or home receiver. The data or nationwide and congressional discussions centering "electronic coupon" is stored on a small card that can on phasing out all ownership limitations for both radio be printed out and redeemed at the participating retail and television, there is renewed interest from the store client. CouponRadio will soon be implemented in investment community in the economic viability of the Miami/Ft. Lauderdale market. radio. And with new selling models based upon multiple Creativity at the forefront (local market) duopoly ownership and more proficient When any radio campaign is executed, its success sales techniques, the advertising revenue growth rate rate is almost always tied to its on-air creative founda- for radio has been impressive. In 1994, total radio tion. In essence, creativity is the backbone of any advertising revenues grew at a rate of 11.3 percent over advertising message—audio, video or print. Therefore, 1993 to nearly $10.7 billion, the fastest rate of advertis- in the continually stimulated society of the mid-1990s, ing revenue growth since 1985. radio executives must raise the consciousness for cre- That impressive growth carried over for the first quar- ativity with both media copywriters at agencies and with ter of 1995 with local and national spot revenues com- those charged at stations—particularly in the medium bined climbing 13 percent over the same period last to smaller markets—with writing ad copy. year. A major step in focusing on radio creativity occurred Even so, modified duopoly ownership rules have led three years ago when the radio industry launched its many senior lenders to view the radio industry primarily annual Mercury Awards ceremony, a black-tie dinner from a consolidation perspective. honoring the best of radio advertising creativity. Now "There is clearly renewed interest among banks and every June in , advertising's top creative senior lenders in the larger deals," says prominent executives, usually from major agencies and corpora- radio and media broker Gary Stevens. "Banks are will- tions, judge a variety of commercial spots for their ing to go into deals where there is a buffer—that is, effectiveness and creativity. deals that contain a high degree of equity on the part of Leading the advertiser participation for the recently the buyer," he says, noting that this is a marked differ- concluded 1995 event were Tony Ponturo, president of ence from the lending frenzy of the mid-1980s. Anheuser-Busch's Busch Media Group/USA; Keith "The lending community is slowly coming back Reinhard, chairman and CEO of DDB Needham because the fundamentals of the radio industry are Worldwide; and Steve Frankfurt, chairman of Frankfurt sound," adds David Schutz, vice president of New York Balkind Partners. The winners receive cash awards City-based Hoffman-Schutz Media Capital. "The indus- totaling $200,000. One grand prize winner receives try is the most stable it has been in 15 years." $100,000. The continuing consolidation in radio also under- Tom Hripko, president of The Radio Spot, a Dallas- scores the fact that the era of entrepreneurship in sta- based radio creative agency, advises that the commer- tion ownership that evolved around buying, owning or cial's tone, type of voice and music must make sense starting single AM/FM station operations, appears to for the product and that the ad copy must be relevant to be over for the foreseeable future, except for, per- its target audience. haps, small rated markets and/or suburban-rated mar- "Most importantly, ad copy must be approached from kets. the user's point of view by stressing benefits to the lis- But most major commercial lenders, Schutz observes, tener," says Hripko, who created the now-famous will be reluctant to lend under $1.5 million for today's "Motel 6" radio campaign, which won the first Mercury radio deals. Award for Best Radio Commercial in 1992. Hripko also notes that humor is typically the most Vincent M. Ditingo is a business writer and media con- effective way to communicate an advertising message sultant, as well as an adjunct assistant professor of on radio. "You are asking the listener to give up 30 or communications at St. John's University in New York. He 60 seconds of their life, so you need to repay them in authored the new Focal Press book, The Remaking Of the form of a reward like laughter." Radio, which addresses the restructuring of the radio In May, Hripko teamed with The lnterep Radio Store to business during the 1980s and early 1990s. launch a series of one-day creative workshops, coined Management Journal appears monthly in The Radio "The Good, the Bad and the Award Winners," for indi- World Magazine. vidual stations and group operators.

36 The Radio World Magazine July 1995 PROGRAMMING PROFILE

Low-Key AAA KSCA-FM Hits Los Angeles with a Bang

by Kathy Gronau

Gene Autrey-Owned Station should be doing something else." Since switching to AAA ayear ago, the Targets Urbane Adults With Deep Playlist station's 12+ Arbitron share has doubled, from 0.9 to 1.9. From the Fall to Winter And Composed Attitude 1995 book, its 25-54 share increased from 1.3 to a1.9. Although it has snatched lis- hen Gene Autrey's Golden West comm alternative/variety outlet WXF'N-FM teners from modern rock, AC and oldies Broadcasters launched KSCA- in Philadelphia. "What we try to provide is stations, Ward is realistic in acknowledging W FM's AAA format in Los something alittle more stimulating than the that it's doubtful FM 101.9 will be atop Angeles last July, the company recognized average AC or classic rock station." five station in the market. an opportunity to rustle up something dis- In many ways, KSCA resembles the free- "It's an alternative station," he says. "It tinct on the dial—a rare feat amid the form programming of the 1960s; DJs will appeal to an upscale audience that is a replete radio dial of the nation's second- respond to each cut personally, often giving little more discriminating than the masses." largest market. background information about the record- Such atarget suits many advertisers just A year later, the station's mix of current ing or artist. In line with this, the station releases, classic rock, new music and deep shuns personalities, self-absorbed chatter, album cuts has been embraced by atasty image liners and jingles. adult demographic as well as the city's no- For example, the morning team, Nicole nonsense critics' circuit: The L.A. Weekly Sandler and Chuck Moshontz, both veter- honored KSCA—known as FM 101.9—as ans of KLOS-FM's popular "Mark and the best radio station 5-7 a.m., while Los Brian" morning show in L.A., talk to each Angeles Magazine called it the best new other in anormal, conversational tone. radio station in its annual roundup of "The Weather and traffic are read slowly without Best and Worst of L.A." music beds, bells or whistles. Arguably, the The adult album alternative outlet has only attempt at zaniness is the "Lyrically also become the darling of media personnel Speaking" contest, where Sandler reads a and advertising buyers, as well as afavorite lyric and asks people to call in with the stopping point for recording artists and name of the song. Winners receive prizes their record companies. In just ayear, more like CDs or front-row tickets to concerts. than 100 artists have performed live from The FM 101.9 attitude is an issue that the station's Burbank facility. Executive Vice President and General Manager Bill Ward has considered long and Great guns hard. "The disk jockeys answer their own fine. FM 101.9 has gotten in the door of a The secret to the format's draw is, in large phones, there's not abank of switchboards," number of clients that were "no goes" in the part, its audience—defined as apassionate he says. "We're not snooty about it. We are K-LITE era. Bob Koontz, FM 101.9 sales group of young-thinking, well-educated yup- very easily touched by the audience." manager, says it has added 300 clients, pies with big bucks. The target is 25-44, including automotive dealers, airlines, slightly more male than female, painted as In another life record retailers, beer, concert venues, finan- disenfranchised baby boomers who are weary Before it was KSCA (which stands for cial institutions and films since switching to of repetitious playlists and bellowing Dis. Southern California Album Alternative), the AAA format. As K-LITE, the station "As tightly playlisted as radio has to be, the the frequency at 101.9 was known as K- tended to be older and more female, he says. radio market plays it too safe for this group. LITE and followed adult contemporary for- In addition, many of the station's buyers They go elsewhere for music and entertain- mat lines. Among the market's five AC sta- and business owners are the same affluent ment," says FM 101.9 Program Director Mike tions, it ranked dead last. Notes Ward, "In adults that the station targets. So selling to Morrison, who joined the station from non- that congested format, it seemed like we them is easier because of their

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Madison Avenue ve to the store) to show the variety of textures also smiles down on AAA because its audience and styles that can be heard on the station. PINPOINT YOUR is made up of active listeners. It's theorized that Thematically, AAA radio stations tradition- LISTENERS they don't use the radio as background music; ally will play music that sounds like hip hop therefore, they stay tuned while ads run. or rap, but louder alternative cuts that are Record labels love the station because it violent or slashing are left for other formats. ; plays artists and cuts that have never been "Virtually no one under the age of 25 lis- played on the radio before, and it sells CDs. tens," Morrison maintains. "We think datawonit This translates to live appearances at FM these people have gotten beyond the rebel- Maps are the Key! 101.9's Music Hall from the likes of Lyle lious attitudes of their youth. Anger and Lovett, Donovan, David Byrne, Sheryl Crow rebellion are something that appeal to and Michelle Shocked. Although it sounds youth, which is not to suggest that all of + Audience Statistics like alarge theater, the forum is actually an our music is safe and emotionless. We try Age/Sex/Race Data acoustically enhanced 15x15-foot hallway to stay away from things we perceive as Buying Trends (BPI),(CEX) leading to an office. juvenile, immature, angry." "We've had anywhere from one person Business Profiles with an acoustic Fiercely competitive Housing guitar to anine- Even with its intricately culled mix of Occupational (SOC) piece reggae band, artists and left-of-center positioning, the where half the station still has the reality of competing in + Business Statistics band 't even afiercely competitive marketplace—albeit in the Music Hall; the nation's number one in terms of rev- Retail Sales by Product they were spread enue. It's also up against giants like Store Counts out into the hall- Viacom, Cox, Bonneville, ABC/Cap Industry Types way," Morrison Cities, Westinghouse and Infinity. says. In addition, it costs alot of money to create + Geographic Boundaries The station's music-intensive playlist the large productions and provide extrava- includes broad-based rock with elements of gant prizes to get listeners in L.A., which Retrieval Options: blues, acoustic, reggae and other forms of Ward calls the contest capital of the world. Coverage Areas MSA world music from new artists like Seal, "We can't out-KIIS KIIS," he says. "We Zip Codes DMA Toad The Wet Sprocket, Crow, Crash Test cannot out-production what Gannett does Block Group ADI Dummies; established notables like Tori with their production and give out a Census Tract State Amos, John Hiatt, Sting, Jackson Browne, Porsche every Friday or $10,000 every County Van Morrison and Peter Gabriel; and Thursday, or the big cash giveaways." album cuts from favorite artists of the past One way FM 101.9 keeps costs down is with few years like Bonnie Raitt, Dire Straits, alean payroll. In February, Golden West + Loyalty Database Services Lovett, David Bowie and The Pretenders. Broadcasters sold off its KMPC to Cap Cities, Listener Geo-coding "There's new music, old music, familiar leaving FM 101.9 as the company's only radio Age/Sex/Race Data and unfamiliar music," Morrison says. outlet. Since, it has relocated to anew, small- Hot Zip Profiles 'There's things that sound organic and er facility, trimming from 85 employees when rootsy and there's things that sound high it operated KMPC and K-LITE, to under 20 tech and slick; there's quiet and there's employees who rotate many hats. Our exhibits sell Your Ads! loud; there's fast and slow." Ward acknowledges that it's difficult to mea- sure the station's impact in Los Angeles in just Deep cuts under ayear. Indeed, even The Wall Street Music is programmed using aSelector Journal pointed out in aSeptember 1994 arti- computer, like many other stations, but cle that the AAA format is so new, there isn't more than 3,000 songs are rotated from the audience data to show its potential. station's library; cuts go deeper and slower FM 101.9 in Los Angeles is the biggest than other stations. market to try the AAA format, which has Changes in the playlist are made to work succeeded in progressive cities like Seattle, datawonldn with daily themes: there's Music Hall Denver and San Francisco. Still, Ward Monday, New Music Tuesday, Remember remains confident that the station's one- Wednesday, Undercover Thursday and Funky on-one approach with listeners will earn it MEW Friday. Sandler might, for example, play The adurable place along the FM dial. Jackson Five's "I Want You Back" or Aretha "In ahigh-tech world," he says, "we're Established 1971 Franklin's "Respect" on aFunky Friday. kind of touchy feely." To assure flow from one music selection to the next, the PD and music director hand-edit Kathy Gronau is amedia specialist who markets 800-368-5754 the logs very carefully. Otherwise, the comput- radio programs and audio products nationally and FAX: 301-656-5341 er might put Chuck Berry next to Enya. internationally. She is amember of the Bated of the Morrison also tries to make each 15-minute Association of Independents in Radio and afrequent contributor to the Los Angeles Radio Guide. segment (the time he says it might take to dri- Circle 28 On Reader Service Card

July 1995 The Radio World Magazine 39 A cast of performers.

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The Sonic Fax breaks down the audio delivery barriers. You don't need • au expensive, immobile satellite links or any special phone hookups, any phone B1RTV '95, China Cle rade Center, Beijing. The 1995 Beijing International Radio line will work. And, just like aconventional fax, it's two-way so that audio can & TV Broadcasting exhibition is organized by be sent in either direction! China Central Television (CCTV) and China Radio and TV Co. for International Sonic Fax can deliver news reports from the field, anywhere in the world, right Techno-Economic Cooperation (CRTV). to the news desk. Contact organizers in China at +86-1-609- Sonic Fax can deliver production from acentral station to all stations in a 2783/609-3207; fax: +86-1-609-3790. group. Sonic Fax can efficiently deliver new spots to stations from advertising agencies. Sonic Fax can deliver cuts from networks to affiliates without using the network

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6-9 Sonic Fax is totally digital, there is no degredation of audio. What you send is NAB Radio Show, New Orleans, La. Once what you receive. This fantastic new product is the next generation of digital again, the NAB will join forces with SMPTE, equipment for the broadcaster. SBE and RTNDA to produce the World Media Expo, afall radio and television exhi- Sonic Fax is PC based, runs under Windows., and can be built in either adesk bition and conference, now deemed the top or portable lap top configuration. fourth-largest industry gathering in the world. Contact the NAB in Washington, D.C., at 202-429-5409; fax: 202-429-5343. For more information, use your conventional fax and send the form below, or call the SMARTS Broadcast Systems Sales Department at 800-498-0487. 14-18 IBC, RAI Exhibition and Congress Centre, Please send more information on Sonic Fax Amsterdam. The 1995 International Broadcasting Convention is one of 's premiere broadcasting shows. Contact the Station Calls: City IBC Convention Office in at +44- 71-240-3839; fax: +44-71-497-3633. State Contact 23-26 Nordic Sound Symposium XVI, Bolkesjo Phone: Mountain Hotel, Bolkesjo, Norway. The 16th Nordic Sound Symposium and Exhibition will focus on new techniques, Fax:: 1 new equipment and new ideas in the audio/broadcasting fields. Contact the sym- Fax to: 800-398-8149 posium committee in Norway at +47-6679- 7730; or fax: +47-6679-6154. SMARTS • We want to know! Please fax event /11/14 Broadcast Systems announcements to 703-998-2966; or SMARTCASTER DIGITAL AUDIO send to The Radio World Magazine, P.O. Box 1214, Falls Church, VA 22041. Circle 144 On Reader Service Card

July 1995 The Radio World Magazine 41 TO THE POINT

4000-

- Robert Davidman Steve Craig Sports Specialist/Web Master Asst. Music Director/On-Air Talent/Web Guru WKIS-FM/WQAM-AM, Miami WNNX-FM 99X, Atlanta Format: Country/Sports Format: New Rock

At atime when stations are looking to create new revenue Not only is astation Web site hip and kind of abuzz thing streams, the Worldwide Web provides acreative way to market right now, it provides us with agood one-on-one vehicle to the station and anything affiliated with it. A station can incorpo- stay in touch with listeners. rate advertisers into its Web site so that listeners can see the Over our site, we provide 99X's playlist, how those songs are radio ads. The Web is agreat mix of print, TV and radio. Web doing sales-wise, who's going to be performing in our acoustic sites can showcase advertisers with colorful print ads combined concerts Friday afternoons and schedules for special shows. with produced video and audio clips. In some cases stations can You can also request songs and find Web sites from almost even send real-time transmissions of their broadcast. any band we play. We have taken the approach of information provider. Our sites For our Chinese New Year concert last year and Earth Day try to give our listener the resources necessary to go beyond our concert this year, we provided World Wide Web coverage— programming. WQAM, our all-sports talk station, not abroadcast over acomputer, but backstage and uses the Web to get feedback from the millions of in the audience with digital cameras sports fans here in South Florida. We and audio clips, along with interviews have an interactive sports forum that with bands as they came off-stage. We allows Web surfers to voice their opin- packed it with still images and Quick- ions about avariety of sports topics How will your Time videos. with each other and our hosts. We Ialso take pride in responding per- respond to all of our e-mail and even sonally to e-mail (I get about 30 a respond to some of the questions live station benefit from day) and joining in on news groups, on the air. dealing with gripes, suggestions or KISS, our country FM, provides lis- having an Internet praises, whatever. There's alot of teners with various healthy there and people are information related to our on-air prod- Web site impressed that somebody from on the uct. The Web site enables listeners to air actually participates. go online and get to know us and let us What we're looking to get out of it, know what they are thinking. aside from providing aservice to lis- The best way to capture an audience is to give them teners who have access to computers, is an improved what they want. A Web site takes astation one step closer to find- marketing database. Traditionally, we've compiled our data- ing out the needs of the local listeners and makes the listener more base from people who win things from us and people who sign interactive with the station. We benefit by reaching our market up for our Freeloaders Card. differently than everyone else. Our advertisers benefit since they Now, when anyone participates in one of the pages or now have greater reach and frequency through our Web sites. This, requests asong through the Web pages, we immediately have in turn, creates new and unique revenue streams for both of our them in our database. We know where they are, we know stations. what college they're coming from, what kind of system they're sing, what subscriber service. A lot of times we can figure chographic on them, even their demographics. _ LUG 51e1111- /NC.. opmegi . • ed. 7,g automation SEC T satellite-interface live assist e um • npetworking TER integral data base UNIX-style 11aloggeystem WAIT, 11111-1119er cart rernacemen

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READER SERVICE 95 Netscape: KISS FM

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TECHNOLOGY AT WORK

What Radio Managers Really Need to Know About the Internet ••••••••••••••••••• OOOOO •••••••••••••••••• by Alan Haber

A Station Web Site Is Informative, tion. By some accounts, that number is ris- p• ing as much as 15 percent amonth. Fun and Potentially Profitable. Radio on the Web Here's Where It Can Take Your Stations. When radio stations establish their own Web sites, listeners can access all sorts of hink of the Internet as one humon- most popular component of "the Net"—as a information simply by dialing up via their gous radio network that produces no landscape calling out to radio stations eager modems—everything from program sched- Tprogramming of its own, yet offers to increase awareness among their audience, ules, pictures of air personalities and their somewhere in the neighborhood of 5 mil- snag new listeners and increase revenue. bios to upcoming promotional events. lion happy-go-lucky affiliates who distrib- Indeed, the fast-growing movement to use They can even listen to the station in real ute their own shows. one's PC interactively already has 50 mil- time, provided the necessary software is Think of the graphically inclined, super- lion "cyberhounds" worldwide, combing installed on their computers. charged World Wide Web—arguably the the Internet 24 hours aday for informa- The number of radio-oriented sites on BF

July 1995 The Radio World Magazine 45 the Web may be small—a few hundred access has been overwhelming," he says. when this thing does explode—which is commercial and noncommercial stations, J.J. Wright, midday personality at WXKS- obviously happening now—we'll already be networks and related information FM KISS 108 in (and not coinci- in there," says Program Coordinator Eric sources—but it's growing fast. For example, dentally, the station's Internet guru) says Wellman. "Eventually, this will become a the National Association of Broadcasters that everything astation does on the air very good commercial opportunity, another and Radio Advertising Bureau have signed can be mirrored on its Web site. sponsorship tie-in. The site tends to be anice on with their own sites. The KISS air staff, he explains, can only sweetener, anice thing right on the top when say so much on the air about the station's you're trying to close adeal with aclient." Sites are exploding annual concert, an all-day outdoor festival Wellman advises that general managers who "Web sites are just exploding," says Fred featuring more than 30 national acts. On are on the fence about putting up aWeb site Schumacher, VP and GM of country its Web site, however, Wright can provide for their stations should "do it quick, because KMPS-FM/AM and classic rocker KZOK- the entire concert lineup, links to every if you don't, it's going to be old hat. If anyone FM in Seattle, which initiated its Web site act's Web site, directions to the concert thinks it's not going to happen for five, 10 in September 1994. "It provides an oppor- location and alist of ticket locations. years down the road, they're wrong. It's going tunity for radio stations to go way beyond KISS 108's Web site averages anywhere to happen in five, 10 months." the boundaries of their signal limitation from 75 to 100 "hits," or accesses aday, near- and become aworldwide medium." ly all from within the station's listening area. What do you want? Then there's the potential for additional Aside from these benefits, some stations are If astation does indeed decide that the revenue. Your Web site can function as an committing to aWeb site simply to be on the time is right to join the cyber-world— income producer if you offer value-added cutting edge of atechnology they see becom- before you call your engineer or Internet services to your advertisers; for example, ing ahousehold word in the near future. guru in—it's best to know exactly what is clients can "sponsor" apage on your site At Long Island, N.Y., rocker WBAB-FM, wanted out of the experience. (each new screenful of information is "We wanted to set our groundwork so that The cost of erecting and maintaining mi>› called apage) and you can provide alink to your client's site if one exists (the physi- cal link could be in the form of the client's Cyber-Terms full-color logo, for extra-added value). Consider classical outlet WFLN-FM in ollowing are some Internet terms On-line Services—Commercial Internet- Philadelphia. Dave Conant, the station's pro- that will help with cyber-literacy. If access providers such as America Online gram director, operations manager and morn- not, they at least sound impressive (AOL), CompuServe and Delphi. ing man, says his station is intent on eventu- at budget meetings: Server—A computer and the software ally generating revenue with its Web site. E-mail—Short for electronic mail, memos reserved as the host for Internet traffic. "The possibilities for income are really limit- and messages sent to individuals or groups Page—In WWW parlance, apage refers ed only by the types of people that advertise just like postal mail, except that it's faster to each new set of information. A Web with us," he says, noting that the station's and there's no need to borrow astamp. site can consist of several interlinked pages audience is extremely responsive, highly File Transfer Protocol (FTP)—Usually on asingle server, or of asingle page with aware of technology, educated and affluent. an anonymous service by which pro- hypertext links to other Web sites. The In addition to turning aprofit, you may be grams, files, graphics, etc., can be first page aperson normally links to at any inclined to set up your station as the expert retrieved from aremote site for use at a given site is called the "home page." on aparticular topic. A country station, for local PC. FTP is agood way to find and Uniform Resource Locator (URL)— example, might want to be known as an demo new software. The addresses for WWW pages. authority on its genre and include country Frequently Asked Questions (FAQ)—A Usenet—Public discussion forums or music news, bios of country artists and links basic primer file that helps new users get newsgroups where people post messages to country music Web sites on its own site. up to speed on any particular Usenet or back and forth. Some radio-related This adds credibility and provides ahelpful topic. Usenet newsgroups include alt.radio. service to listeners. Hypertext—Items, usually words, on a college, alt.radio.digital, rec.audio.pro A station can also utilize the Internet as a Web page that act as links to other and rec.radio.broadcasting. way for listeners to interact with air person- WWW sites. By selecting asection of World Wide Web (WWW)—One of the alities, who can read their e-mail on the air. hypertext, it is possible to move from most popular Internet features, the You could even set up alive "chat" session one site to another on the WWW WWW lets people post pages of infor- in which personalities "talk" directly with Internet—The infrastructure of the mation, including graphics, audio and listeners. "Information Superhighway," the Inter- text, all of which can be downloaded for "E-mail is more descriptive. People will say net is the information conduit that inter- later use, as well as hypertext links to more in e-mail than they will over the connects the various on-line services and other WWW sites. To access the phone," says Charles Whitman, chief engi- Internet-access providers, allowing peo- WWW, asoftware program called a neer of country station KRGO-FM, which ple to communicate via e-mail, IRC, browser, is needed. Common graphical covers the Salt Lake City area. FTP, Usenet and the World Wide Web. browsers include Netscape and Mosaic; Internet Relay Chat (IRC)—Real-time apopular text-only browser is Lynx. Expectations discussion "rooms," usually dedicated to CHUCICRVVM@aoLcom—How to send Although KRGO's Web site is new, asingle broad topic, that allow people amessage to your friends here at The Whitman says his expectations are flying to send private or public messages back Radio World Magazine. high. "The response that I've gotten from dforth. —T. Carter Ross people Ididn't even think had Internet

46 The Radio World Magazine July 1995 The Pro CD Player that can read your playlist.

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In broadcast circles, Denon CD Carr Players are the machines of choice. Now, broadcasters have an even greater choice—with the DN-951FA CD Cart and its Auto Track Select (ATS) system. This intelligent design reads bar- coded carts (easy-to-program ACD-5B cartridges) to lock-in, lock-out or auto-cue to aspecific track. Every Denon broadcast CD player reads Phillips Orange Book CDs. When used in conjunction with CD-R recorders, you no longer tie up your recorder for playback. Instead, record your tracks one at atime, and when your CD is full (99 tracks), write the TOC and archive spots for as little as 15c each! Most importantly, both the DN-961FA Drawer Loading model and the DN-951FA are from Denon, who for 83 years has been serving the needs of audio professionals and for 21 years has been advancing the art of digital audio.

11111111111 0111851FA CO CART PLAYER DA 98110 DRAWER LOADING CD PLAYER Circle (66) On Reader Service Card DENON Denon Amen:a. Inc .222 New Rae Paosueny. NJ 01054 (2011575- The Industry Standard. aWeb site will depend on such factors as You'll need to get aline connection to the ner, picked randomly, was from Milwaukee. the amount and complexity of graphics and Internet (not aregular telephone line; it At KRTR-FM Krater 96.3 in Honolulu, information you place on your station's won't perform well if your site gets plenty morning man Michael Qseng, who offers a site. (Incidentally, the less complex the of accesses). Go with a56 kilobit or Ti or Web site focusing on his show, says about graphics, the faster your visitors will be able higher line, instead. 10,000 people aday visit it from around the to load station information.) It could cost a Once you erect your site, you can publi- world. couple hundred dollars to set up the site cize it on the air, of course, but you can also Qseng's cost to develop and maintain the and around $100-$150 amonth to cover publicize it on the Web, in various promo- site is kept to aminimum, because he trad- programming and other services. tional resources like the popular "What's ed out with his Internet service provider New" site run by the National Center for and delivers on-air promotion for—and a Keep costs down Supercomputing Applications (NCSA). link on the site to—the provider. The cost of developing your site could You can also add your site to the searchable essentially be erased if you locate the server lists of radio stations on the Web, such as The time is ripe (the computer on which the site resides) in the one at the Massachusetts Institute of No doubt, there are any number of ways your station and use your resident computer Technology's radio station WMBR, or the to establish aradio station Web site on the guru to develop and maintain the site. granddaddy of all databases, Yahoo, which Internet. The benefits are there and the Another way to keep costs down is to trade contains more than 32,000 individual list- cost is low. And without adoubt, the time out for on-air promotion the services of a ings on avariety of subjects, including radio. is ripe for the industry to develop new ways company that develops and maintains Web Once your site is up and running, don't be to generate additional revenue, both sites, as WBAB did. surprised if it attracts visitors from far and through product or service sponsorships If you're setting up asite at your station, wide with little or no publicity. Milwaukee and promotion of station events. aim for an affordable Pentium-level com- new rocker WLUM-FM's site has been up Predicts Alan Chartock, executive direc- puter to act as the server; settle for nothing about four months; after only about 60 tor of NPR member Northeast Public less than avery fast 486 model. Make sure days, Marketing Director Dan Baus says it Radio, aregional public radio network in the computer has at least agigabyte or more was deemed to be "unbelievably popular the Northeast, "Sooner or later, all man- of hard drive storage—remember, you'll be without any advertising whatsoever." agement will be there. They won't have a adding alot of information to your site in An R.E.M. concert ticket giveaway, choice." o the future, and you don't want to get caught which was conducted solely on the site, running out of space (you could always add attracted entrants from as far away as Alan Haber is afree-lance writer who spe- asecond hard drive, if necessary). California and Kansas, although the win- cializes in radio and avariety of popular cul- ture topics. He writes regularly for sister publi- cation Radio World and profiled WDRE-FM AMERICAN MEDIA SERVICES in New York for the January RWM. 1836 Barnett You can chat with the very Net-zealous Ar. Weatherford, TX. 76087 Haber at [email protected]. IrThe foll!esources offer comprehensive, 11111 ' lists of radio stations that have Web sites. Because 1-800-345-1953 each station included in these resources is presented as ahypertext link, you won't have to write down or memorize any complicated addresses; the station's For all your audio & video needs! address is highlighted on the screen, meaning asim- ple mouse click on the address will whisk you away to LOWEST PRICES IN THE COUNTRY the station's site:

• Yahoo (http://ww.w.yahoo.com) For those of you who know what abroadcast cart is.... • Radio Stations on the Internet, located at MIT's WMBR (http://www.mitedu:8001/activities/ We reload, remanufacture, and sell new ones too.... wmbr/otherstations.html) • Radio Stations on the Web (http://american. Call and ask for acatalog recordings.corn/wwwofmusichadio.html) A Shortwave/Radio Catalog (http://itre.uncecs.eduiradion

ITS FREE AND SO IS THE CALL.. Check out the following radio station Web sites:. works of art, one and all: Your secretary or wife can dial the phone for you; afterall we know you are an engineer A KMPS AM/FM (http://fine.net:80/kmps/) A KRGO-AM (http://www.xmission.com/ -cwhitman) Give us atry before you buy. A KRTR-FM (http://hisurf.aloha.cotn/ QsengStuff/(.2seng.html) You have nothing to lose. A WAMC-FM (http://www.npr.org/ members/WAMC) We understand atight budget. • WBAB-FM (http://www.h.net/wbab/) That is why our information is A \‘/FLN -FM (http://www.netaxs.com/ people/isphere/wfin) FREE A WMBR-FM (http://web.mit.edu/afs/ athena.mitAu/user/w/m/wmbr/www/home.html) and our product virtually is. A WXKS-FM KISS 108 (http://www.kissfm.com/kiss/) —Alan Haber

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48 The Radio World Magazine July 1995 • • • I e • Classified Marketplace ••• • •

TRAINING & EDUCATIONAL OPPORTUNITIES AD PRODUCTION

Jingles.. $299. Not pleased, no fee! GMDSS / MARINE RADIO / GROL Ad Man & Associates 1-800-775-0712 ext 1466. FC Nationwide training at multiple locations is offered via COMMERCIAL LICENSE EITN. Elkins Institute is the official examiner for FCC commercial licensing as aCOLEM and has offered FCC training classes for 40 years. CONSULTANTS

HAMMETT & EDISON, INC. Also offering Fiber Optics & CONSULTING ENGINEERS Industrial Electrical Power RADIO AND TELEVISION Systems Courses CALL (800) 435-3486 Box 280068 San Francisco, CA 94128

TRANSMITTERS 707/996-5200 202/396-5200 D.C. HE 707/996-5280 Fax Member AFCCE TRANSCOM CORP. Serving the Broadcast Industry Since 1978 AC PROGRAMMING Fine Used AM & FM Transmitters IAdult Contemporary variants and Also New Equipment Lite +Hot -Rock +AC Oldies For the best deals on Celwave products, Affordable Prices For All Markets Andrew cable and Shively antennas. • LA PALMA BROADCASTING 500 W FM 1985 QEI 675 T500 71 7 8- 6 3 8 2 1 kW FM 1978 Collins 831C-2 io 1 kW FM 1975 RCA BTF 1E2 5 kW AM 1987 Continental 315-R1 2.5 kW FM 1983 Harris FM2.5K 5 kW AM 1978 Harris MW5A/R 3 kW FM 1974 Harris FM3H 5 kW AM 1981 Harris MW5B 5 kW FM 1974 Harris FM5H3 5 kW AM 1977 RCA BTA 5L HELP WANTED 5 kW FM 196? Gates FM5B 10 kW FM 1968 RCA BTF 10D 10 kW AM 1974 CSI T-10-A 20 kW FM 1974 Collins 831G-2 10 kW AM 1975 Continental 316-F SALES REPS WANTED: Earn up to ' residual commission marketing long distanc, 20 kW FM 1976 Harris FM2OH/K to the radio market. 404-932-3215. 20 kW FM 1968 RCA BTF 20E 25 kW FM 1975 Sparta 625-A

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$50,000+ IN NEW 7 GET RESULTS WITH ADVERTI SIN G REVENUE! A7TENTION ADVERTISERS! YOUR CLASSIFIED AD Peur TUESDAY PRODUCTIONS: CATEGORIES Your "Wake Up And Smell The Coffee... Compete Ad Production Program Services Line ad rates Display ad rates Or Get Beat" seminar generated $53,400.00 M w station revenue! This has been the most suc- Consultants Program Syndicators $1. 50 per word $60 per column ose promotion our station has ever executed. Equipment For Sale Situation Wanted inch Blind box rates Equipment Wanted Stations For Sale Gerry Longenbaugh $10.00 Professional 99 IVXXP Help Wanted Voiceovers Cards — $65.00 Miscellaneous 1 To find out how your station can increase bottom line profit call TUESDAY PRODUCTIONS Tel: 703-998-7600 • Fax: 703-998-2966 (800) 831-3355

July 1995 The Radio World Magazine 49 Facility Spotlight

SW Networks, New York Owner: Sony 24-Hour Formats: Classic FM, Smooth FM (NAC) Long-Form Programs: Static (alternative rock), Pure Concrete (metal), Street Heat (hip hop), Country's Most Wanted Talk Shows: Mario Cuomo, Alan Dershowitz

Susan Solomon, President/CEO Ron Schiller, VP Engineering and Technical Operations

When Sony decided to create SW, the first new radio net- work with national magnitude in years, there were two cru- cial requirements: It had to be all digital and it had to be done fast. The digital part was accomplished by marrying new hard disk gear from Arrakis with the Sony MiniDisc and satellite delivery. The speed came with the expertise of NCC, the consultant hired to take five fully floating mid -Manhattan studios from design to air in less than five months. "NCC and Ihad worked together before and we streamlined the construction process because we were on the same wavelength. NCC shaped the rooms to the equipment," says SW VP of Engineering and Technical Operations Ron Schiller. It used a modular design and unique computer modeling to keep costs and time from getting out of hand. "We were able to go directly from model to fabrication, computer to computer, with less human intervention, which helped us meet the tight schedule," says NCC President Al D'Alessio. The $1.3 million project was begun in September and completed in January. NCC designed the rooms and acoustics and provided builder Acoustic Systems modular elements. "The talent is happy with the sound," Schiller says. "The rooms are quiet, as good state-of-the-art digital studios should be; but there's a warmth, too, without that sterile sound sometimes associated with prefabricated design."

Facility Spotlight offers alook at innovative radio facilities. Share your cutting edge with us. Call Editor Charles Tay/or at 703-998-7600

advertiser index This listing is provided for the convenience of our readers. Radio World assumes no liability for inaccuracy.

Page reader page reader Page reader number advertiser service number advertiser service number advertiser service

48 American Media Services 195 14 Group W Satellite 126 15 Radio Programming E. Management 9 2 Arrakis Sistema 38 16 HaHand Broadcast Services 151 17 Radio Spirits 78 1 Associated Press 16 Health News Feed Network 176 43 Radio Systems 202 26 Audio Broadcast Group 128 14 Health Radio 201 41 Smarts Broadcast Systems 144 10 BIA Consulting 138 38 Henry Engineering 20 51 State Comm/Ad Week 23 BSVV 58 44 Homebrew Union Products 51 22 Broadcast Programming 189 25 ITC 17 38 Studio Technology 70 19 fr'S 44 40 lnovonics 117 34 Szabo Associates 209 Cellcast/Artran 76 30 Ken R. 94 5 Telos Systems 181 Collectors Radio 101 21 LPB 88 29 The Broadcast Team 130 ,l e4631 Computer Coru:epts Corp. 50 30 La Palma 49 Transcom Corp. 26 24 Detester 148 9 Media Venture Partners 122 14 USA Radio Network 120 39 Dataworld 26 13 Media Venture Partners 174 44 Universal Electronics 47 Denon 66 14 Motor Racing Network 45 95 30 Ghostwriters 100 33 Pacific Recorders 159 52 Wheatstone 169

50 The Radio World Magazine July 1995 FYOU'RE IN RADIO... HERE'S YOUR IOPPORTUNITY TO TELL YOUR STORY TO EVERY MAJOR MARKETING, ADVERTISING AND AGENCY EXECUTIVE IN AMERICA.

his special section will illustrate the incredible radio story, how for 75 years, Americas first mass medium helped shape and Tmirror American life and history. How radio made most of the products and services we know today household brands. This special radio section will illustrate each of radio's decades, its impact on America and the world. We'll take an in -depth look at the people, the music, the entertainment, the news, the research and radios critical role in the marketing mix. We'll detail how radio works for American marketers yesterday, today and explore how it will work well into the 21st Century. THE OPPORTUNITY: If you're aradio network, representative, group owner, advertising or promotion agency, research company, syndicator or have any involvement in radio...this special 75th Anniversary section will be the most comprehensive vehicle you could ever have to deliver your message to virtually every major advertiser and agency in America. THE CIRCULATION: his story is so important to American marketers there will be one Tof the biggest bonus distributions in Adweek history In addition to the Adweek /Mediaweek /Brandweek circulation of 91,000 there will be aSpecial Bonus distribution of 15,000 to:

*NAB Radio '95 Convention (Sept. 1995)

*The Association Of National Advertisers (ANA) Annual Convention (Oct.1995) *AAAA (American Association Of Advertising Agencies) Media Conference (Feb.1996)

*Ad Club Of NY-Radio 75th Birthday Luncheon (Nov. 2, 1995)

If you've been part of the radio story or are involved with radio this is an opportunity you can't afford to miss. FOR MORE DETAILS AND ADVERTISING INFORMATION CALL: Robin Haas (NY) 212-536-6532 THE Steve Crane (Chicago) 312-464-8530 Ami Brophy (LA) 213-525-2276 SPECIAL ISSUE DATE: SEPT. 4TH, 1995 RADIO 75 TH ANNIVERSARY COMMEMORATIVE SECTION We've taken all we know, all you've asked for, and the very best of today's technology to bring you our FINEST AUDIO CONSOLE

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