THE Vol. 2, No. 12, December 1995 Rcicii® WrId MAGAZINE
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Circle (33) On Reader Service Card VOL. 2, NO. 12, DECEMBER 1995 uÊ • RcicJi®W rid MAGAZINE
Looking Ahead: CONTENTS George Nadel Rivin examines the basics, and Station to Station: from the editor 4 specifics, to consider when predicting growth for Letters: 6 the coming year.
calendaRADIO: 13
Format Focus: Public radio struggles 41111111L to define its mission, retain listener support ,mmilimmmumn. BIZ ••••WAU Market Watch: Cleveland. and replace eroding federal funds MI« III IMP «I 17 Zan CM/7'M I» It's no joke: The home of FM 111111 IMIM /WM the Rock and Roll Hall High Profile: Lucille Luongo of of Fame is enjoying a Katz Radio Group discusses her role as revitalization that president of AWRT, and what changes benefits radio. in the industry mean for both radio and rep firms 32
Promax Management Journal: Vincent M. Ditingo's Promotions Profile: monthly examination of how radio execs Paul Miraldi, Marketing can utilize management trends 39 rector at KSAN/ Finance: Avoid getting caught up in NEW in San red tape; check astation's renewal ncisco, urges promo ectors to embrace schedule before buying or selling 42 new technology.
Facility Spotlight: Country WSOC-FM and '70s WSSS-FM, Charlotte, N.C. 50 Programming Profile: WPNA serves up a KSIIN BAY AR OUN mix of polka, news and talk for Chicagoland's underserved Polish KeeiN community. UN •
Enlifil&We "Out of the 18 stations that are vying for the real revenue in Cleveland, probably 12 of them are profitable." — Dennis Best, VULTFAVVVVVE See page 10. 4 - II
STATION TO STATION
THE Vol. 2, No. 12, Dec. 1995 Panning for Rack Werld Gold On the Net MAGAZINE
Editor in Chief Lucia Cobo • • • • • • • • • • • • • • • • • • • • • • Managing Editor Whitney Pinion by Lucia Cobo Associate Editor Angela Novak Etlitorial Assistant Shirley Jantz-Sullivan Contributing Editor Vincent M. Ditingo s1995 comes to aclose, I'd like to thank you for your support of and interest in The Radio World Magazine. It has been abanner year for the magazine, and Iam Publisher Stevan B. Dana Alooking forward to working with you covering this great business of ours in 1996. Without giving too much away, I'd like to mention that we have taken to heart all of your Associate Publisher Carmel King comments and suggestions as well as ideas of our own to improve the magazine for 1996. Editorial Director Marlene Lane It will have the same heart — but bigger and better. The look will be sharper, faster and Asst. Editorial Director/Audio totally new. Stay tuned... Alan Carter As the year draws to an end, Iknow most of you have already planned for next year as far as budgets and operating plans. The groups that report on the state of the radio business have all tallied up the numbers and business was good again in 1995. Sales/East Skip Tash But what about the year 2000? How does business look then? What sort of plans have Sales/West & Midwest Dale Tucker you made to enhance your business opportunities? Iask this because Iwas perusing the Veronis Suhler & Associates Communications Industry Report (the five-year historical Market Consultant Al Leon report). And yes, as usual, its outlook for radio is one of growth through at least 1999. VS&A Production Director Lisa Stafford projects "radio station advertising to rise at 7.2 percent compound annual rate, growing Publication Mgr/Desktop Systems Mgr. from $9.8 billion in 1994 to $13.9 billion in 1999." Julianne Shannon Stone The report goes on to predict: "Radio advertising as awhole will total an estimated $14.5 billion by 1999, growing at a7.1 percent compound annual rate from $10.3 billion Production James Cornett, in 1994." Madhavi Pethe, Trina Masters Great news. But listen to this. The same report tells you that over the last five years, com- puter household penetration rose from 19.9 percent to 32 percent, and by 1999, VS&A Ad Traffic Coordinator expects that figure to be 44.3 percent. Kathy Jackson The number of households that will have modems and CD-ROM drives, enabling con- Ad Production Coordinator sumers to participate in interactive digital media services, will also rise dramatically. Lisa Lyons Growing interest in the Internet will "spur spending on on-line and Internet access ser- aessified/Showcase Coordinator vices." VS&A expects spending for all these services to increase at 33.4 percent com- Vicky Baron pound annual rate, totaling $6.1 billion by 1999, from $1.4 billion in 1994. That is alot of money and alot of interest — from ageneration of people that is not Advertising Coordinator afraid of technology, but which might not be as heavy aconsumer of radio as its parent Simone Mullins generation. A presence on the Web would go along way toward endearing your station with these people. And think of the countless possible services and information your sta- tion could provide (funded by advertisers, of course) that are anatural tie-in to your for- Circulation Director mat. What those services or opportunities are are yours for the ideating. The time to get Eleya Finch in is now, while the frontier is still accessible. Circulation Manager Happy hyperlinking! Steven Bowman
Accounts Receivable Steve Berta
The Radio World Magazine (ISSN: 1078- h»f•td 2184) is published monthly, by Industrial Marketing Advisory Services, Inc. 5827 Columbia Pike, Third floor Falls Church, VA 22041. Phone: 703-998.7600 FAX: 703- 998-2966. Second-class postage paid at Falls Church VA 22046 and additional 4 mailing offices. POSTMASTER: Send 3579 forme and address changes to The Radio World Magazine, P.O Box 1214, Fells Church, VA 22041. Copyright 1995 by IMAS Inc. All nghts reserved. For reprints contact The Radio World Magazine.
4 The Radio World Magazine December 1995 on the CUTTINGEDGE
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A Magazine for Us Radio Folks music. With alimited number of listeners, matching service called Cupid. Our service Just want to drop you aline and let you our goal is to attract and interest students also provides radio programmers with vital know that Ienjoy reading each month's edi- on campus. access to their core listeners so they can tion of The Radio World Magazine. There Ienjoy reading your magazine, as it pro- research the likes and dislikes of their radio aren't too many magazines out there for us vides information and entertainment for station, as well as their competitors. radio folks. Heaven knows that Broadcasting everyone involved in radio. Iespecially Maynard Grossman &. Cable should be renamed Television 84. appreciated Scott Slaven's interview with Director/Sales & Marketing Cable. Cyber Media, LLC Thanks, and keep up the good work! PR•MAX Bob Long Bonnie Hoffman (Promax Promotions Rep Report General Manager Profile, June '95), in which Bonnie detailed Ifirst want to say how nice it was to see a WSTB-FM the area of radio promotions. Our station's profile of the radio reps in the November Streetsboro, Ohio promotions definitely need work. Letting issue of The Radio World Magazine. Given people on campus and in Forest City know the integral role reps play in the day-to-day what KZOW is all about has been achal- success of our industry, the coverage was Promotions on aCollege Level lenge for us. Iagreed with Bonnie's state- greatly appreciated. Iam currently attending Waldorf College ment that to identify with your audience, However, Iwas disappointed Katz Hispanic as afreshman. Iam actively involved with you have to design your marketing and pro- Media, our Spanish-language sales division, our college's radio staiton, KZOW. The motional campaign with the listener in was not profiled as a separate entity from station is rapidly changing and growing mind. the Katz Radio Group, the way Caballero with the leadership and involvement of Ialso appreciated seeing Bonnie's educa- Spanish Media was featured apart from the students. tion and extensive experience, which encour- Interep Radio Store. This was an oversight As Waldorf College is a Christian ages me to further pursue my interest in in light of the fact that Katz Hispanic has College, we play only Christian alternative communications. nearly a 50 percent share of all national Jenny Hanson Hispanic spot dollars. KZOW In addition, several of the people inter- COMING NEXT M ONTH! Waldorf College viewed for the article inadvertently passed Forest City, Iowa on to the reporter some inaccuracies I believe need correcting. It's the For one, the Katz Radio Group's new-busi- Dateline Leads ness development efforts are anything but Second Generation to Cupid new. In fact, Katz formed its new-business Congratulations on a development department, Katz Radio Group of the very well done article on Marketing, in 1987, before anyone else in the emerging technology the industry. What Katz did do recently is Radio World Magazine of radio station datelines incorporate Katz Radio Group Marketing (Oct. '95)! There is, how- into our new Dimensions division, another ever, one typo in your ground-breaking move. But the marketing Featuring a article relative to WGCI- unit's mission to develop new radio dollars FM, Chicago. It only took pre-dates that by nearly adecade. Fresh New Look WGCI four days, not 45, In addition, readers were led to believe one to develop an effective of Katz Hispanic Media's competitors has and a database for matching. twice as many salespeople as Katz Hispanic. As a result of the The truth is that earlier this year, Katz New Name tremendous success I Hispanic actually had the biggest sales staff in enjoyed marketing the the Hispanic rep business. However, through WGCI Dateline, Ihave abatch of hirings later this year, one competi- Stay started a new company, tor now has 17 sales managers and account Cyber Media, with two very talented entrepre- -"Mg neurs. We have devel- CORRECTION oped asophisticated soft- The November issue incorrectly reported ware program that ,that WGST-AM-FM Atlanta had 1provides broadcasters bopped the Wall Street Journal Report. with a custom date
6 The Radio World Magazine December 1995 executives compared to Katz Hispanic's 14 — hardly significant and clearly not, as was Sound Greet And implied, twice as many salespeople. Readers of the article may also have been led to believe that Katz Hispanic has no look Great On computerized reach-and-frequency system. Nothing could be further from the truth. Katz was the first rep — TV or radio — to have a computerized reach-and-frequency The Bottom Lint and media-mix system, dating back to 1987. The fact that Katz developed this first should be no surprise considering we are the only Wilk Jsti rep with an in-house department for devel- oping computerized sales applications. Katz's in-house system allows us to pull Jones Satellite Networks Hispanic ratings for all 55 markets where Arbitron measures Hispanic listenership, so STACKS UP! that Katz Hispanic can get market-specific The best selection of numbers, instead of a number based on national averages. successful, proven formats. As much as Ienjoyed The Radio World Magazine's rep profile, Ifelt these inaccura- Major Market Sound cies needed correcting. But please keep up the good work. A Continuously Researched Music Mix Stu Olds President Katz Radio Group Dependable, Consistent On-Air Talent with Experience in Markets of All Sizes Station Opens Doors for Students Ample Opportunities for Localization Regarding your recent article "Education You Control Your Local Market vs. Experience" (Aug. '95) and the follow-up Presence, Sound & Impact letters, Iam encouraged to see students so interested and enthusiastic to learn this pro- fession. Iunderstand their frustration in a The Market's Most Reliable, lack of suitable facilities in which to learn; Affordable Delivery System however, Ithink Ican offer asolution. Iworked this summer with ahigh school As aJSN affiliate, you have more time to focus on in Maine to start a radio program. This sales, promotions and community visibility. school has no radio facility, but an FM sta- There's aJSN format to match your individual tion in the same town, WMSJ, agreed to market needs. Call us. Discover how JSN make its studios available for the students. advantages stack up in your favor. And the operations director at the station will serve as instructor. What does the school get out of this? Its students get an early start in the fast-explod- ryWiteli metittkute ing field of mass communication, making them more marketable and employable. What does WMSJ get out of this? Interns, rri ferie future employees already trained, positive Good Time Oldies PR with the community. Everyone wins. Iprovided the curriculum for the school, motif making it easy for the instructor to teach his classes. For those students in schools without radio facilities, Iencourage you to look to local stations such as WMSJ. Perhaps you can work out asimilar arrangement. If Ican help, let me know. JONES SATELLITE NETWORKS Jeff Dunn Call Gene Ferry, National Affiliate Sales Manager at 303 -784-8700 General Manager/Instructor WC WT-FM Jones Satellite Networks is a subsidiary of Jones Intercobie, Inc. Centerville, Ohio Circle 124 On Reader Service Card
December 1995 The Radio World Magazine 7 • g'eed
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da• ft Who's Laughing Now?
Long the Butt of Jokes, Cleveland Now Boasts One of the Fastest-growing Radio Markets in the Country
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • by David Sowd
leveland likes to call itself the "Rock and Roll Capital of the World," and not for nothing. CWhile that honorific title came courtesy of WMMS-FM, which created it as apositioning statement back in the late 1970s when the rockin' "Buzzards" were ruling aradio roost of more than two dozen stations with virtually untouchable double-digit shares, it's clearly more than just hype. The Lake Erie port city, after all, is where Alan Freed first uttered the words "rock and roll" into the ether. It's the radio market that broke Elvis Presley and David Bowie, among dozens of other future rock stars, and gave such syndicated personalities as Casey Kasem, Norm N. Nite and Don Imus their start in big-time broadcasting. And, of course, it's now the home of the music industry's $94 million glass-and-tile temple to itself, the Rock and Roll Hall of Fame and Museum. The futuristic I.M. Pei-designed structure, which finally opened over Labor Day weekend after aseries of setbacks had made naysayers out of more than afew locals, is the most visible symbol of the recent resurgence of this "rust- belt city that can't even claim the epic dysfunctionality of Detroit," as former New York Times drama critic Frank Rich put it recently, in aglowing op-ed piece. The "Mistake on the Lake" is what they once called Cleveland, aplace that provided punchlines for alegion of comedians and late-night TV hosts after its Cuyahoga River had somehow managed to catch fire and an intran- sigent "boy mayor" had let the city slide into default. But now — what with the Rock Hall, the venerable e
December 1995 The Radio World Magazine 9 Cleveland Orchestra's being named "best "And it's also the car dealers, who've been mix that has proved popular in other cities. band in the land" last year by Time magazine spending money like crazy." And the only spots on the dial where critic Michael Walsh, and the astonishing While Miller Kaplan declined to provide Clevelanders can turn for traditional AOR comeback of the Indians (who won their first dollar figures, most general managers in the fare or mainstream Top 40 are signals emanat- American League pennant in 41 years) — market say they expect revenues to top $78 ing from nearby Akron: WONE(AM) and nobody is laughing. million this year — and $80 million in 1996. WKDD-FM, respectively. Revenue estimates for 1994 tag The most glaring irony, though, is that for The numbers OmniAmerica oldies outlet WMJI-FM as top the better part of the past four years, the rat- The revitalization that Cleveland is currently biller with $9.3 million. This figure puts ings leader in this self-styled "Rock Capital" enjoying has been agodsend for radio opera- WMJI well out in front of the six stations that has been acountry station: 50 kW WGAR, tors in the nation's number 22 market, accord- made ahorse race of the intense competition which is so good at what it does that the ing to George Nadel Rivin of Los Angeles- for Cleveland radio dollars: Secret Country Music Association crowned it best based Miller, Kaplan, Arase & Co. "Cleveland Communications' AC WLTF-FM with $8 mil- station (major market) in the nation for 1995. is among the 10 fastest-growing markets in the lion; Nationwide's country music WGAR-FM country in terms of local revenues for the first with $7.2 million; Zapis Communications' On aroll nine months of the year," says Rivin, Miller UC WZAK-FM and Independent Group's "We've been on an incredible roll," gushes Kaplan's partner in charge of broadcast ser- AC WDOK-FM with $6.7 million each; general manager John Blassingame, who sees vices, who estimates that local buys are up OmniAmerica's modern rock WMMS-FM three reasons for WGAR's meteoric rise about 16 percent — about 6 percent higher with $6.6 million, and Clear Channel's classic from the 10th-place slot it occupied when he than the industry as awhole — over the same rock WNCX-FM with $6.0 million. came aboard in 1987 to an all-time high period last year. Factoring in a 3.2 percent Rounding out the market's top nine were 10.9 share five years later: "First of all, I increase in national revenues, the overall Merrill Lynch Media Partners' AC WQAL- think we really created a great product. increase averages out to about 12 percent. FM with $4.3 million, and Secret's news/talk Second, country music got hot again, with "A lot of it has to do with all the new busi- WWWE(AM) at $3.7 million. the advent of all these new young stars. And ness that's come in, especially the 'super- To crunch the numbers adifferent way, more third, there just wasn't any good rock prod- store' chains like Target and Best Buy," says than 80 percent of the total revenue is generat- uct out there." Pat Barbato, media supervisor at the W.B. ed by only half of the market's 18 principal But some longtime fans of the genre com- Doner & Co. agency, who's been buying stations (out of the 27 listed in Arbitron's five- plain that the station's success has come by radio in Cleveland for the past 30 years. narrowing its focus to the instant stars who county metro survey). populate the huge "hot country" corner on And about 60 percent goes the market at the expense of the George Seven Highest-billing Stations Prepered by Delaworki into the coffers of four Joneses and Merle Haggards, whose airplay in Cleveland meet for 1994 for Grade Bcontours (current) The Radio World Magazine major group players: is largely confined to a single "Memory OmniAmerica, Secret, Lane" show on Sunday nights. 40 Clear Channel and And with WGAR's fall to third (behind LIke Nationwide. WMJI and WZAK) in the summer "Interestingly, out of 18 Arbitrons, there are rumblings that country stations that are vying for may have used up its 15 minutes of fame in the real revenue in this Cleveland. city, probably 12 of them "Country really took the entire nation by are profitable," says storm," allows John Gorman, vice president Dennis Best, general man- and director of operations for WMJI owner ager of both WLTF and OmniAmerica. "And part of the reason is its AM sister, WWWE. that it became fresh and exciting by develop- ing new talent. But one of the complaints Country is king about country is that if you're over 30 you That profitability, some don't get played, and Ithink we're reaching observers feel, has come at apoint now where the dominance of the for- the expense of creative mat is leveling off." programming. Cleveland Nobody in town is more tuned in to pro- radio operators are basical- gramming trends than Gorman, a Boston ly aconservative bunch, native who spent 13 years building rocker more interested in protect- WMMS into the market's dominant station ing their hard-won rev- before leaving in 1986 to launch rival enues than taking a WNCX. He landed at WMJI when chance on adventuresome Cleveland-born radio magnate Carl Hirsch, formats. afellow ex-Buzzard exec, bought the oldies Though the market can station from Jacor in 1991. boast two stations — It's Gorman's WMJI, known locally as Majic, WMMS and WENZ-FM that has beaten WGAR each of the past two 1 0 2 4 6 8 W 12 m=imi=m=1 *It Cake — vying for the 18-34 mod- summers and, since 1991, has virtually owned miles RK )801111 em rock audience, no one WAYNE tinie 1 A the advertiser-favored 25-54 demo with double- Cepynght (e) 1995. Deemed& Inc. is serving up the Triple-A digit shares. And it's the irreverant morning-
10 The Radio World Magazine December 1995 drive talk team of John Lanigan and his two charge of last year when Hirsch's chain sidekicks, John Webster and Jimmy Malone, bought the venerable AOR station (a move SOLD! that drives the station's numbers and com- that established the market's only true duop- mands its premium ad rates. oly) and turned it into amodern rocker. The With the exception of aloss to WNCX's idea was to steal audience from WENZ (The syndicated Howard Stern in the Winter End), an Ardman-owned outlet long plagued 1994 Arbitron book, Lanigan & Co. have with signal problems that is operated under consistently come out on top in both 25-54 ajoint sales agreement with Clear Channel's WPAT-FM, New York, NY, and 12+. They took awhopping 16.5 share WNCX-FM/WERE(AM). from Park Radio of Greater of the "money demo" audience this past The veteran programmer's second tenure summer (more than three points ahead of at the Buzzard helm got off to abang when New York, Inc., Dr. Gary B. New York-based "King of All Media"), and Stern came to town in June 1994 to cele- Knapp and Donald R. Tomlin, posted ahealthy 12.0 share overall. brate his short-lived top dog status and a Jr., Co-Chairmen of Park "The uniqueness of WMJI is that we have WMMS engineer managed to momentarily Acquisitions, Inc., to Spanish atalk show in the morning and then oldies pull the plug on the nationwide broadcast by the rest of the day," says Gorman. "But it's cutting a cable. A month later, Gorman Broadcasting System, Inc., very personality-oriented oldies, and our per- hired away WENZ's popular morning team Raul Alarcon, Jr., President for sonalities break the rules with nonmusical of Brian (Fowler) and Joe (Cronauer). $83,500,000. features like the Biz to Biz Trivia game at But while the reborn WMMS was recently middays. We're afull-service station where named medium-market "Rock Station of the the only thing old is the music." Year" in the annual Billboard/Airplay Still, the music has been good to Gorman's Monitor Radio Awards, and Gorman voted Brian E. Cobb station, which milked its slogan - "The best program/operations director, it has yet to and music that brought the Rock and Roll Hall make much of adent in the ratings. The sta- Charles E. Giddens of Fame to Cleveland" - for all it was worth tion tied for fifth in the summer Arbitrons during the summer's Rock Hall hoopla. with a5.4 share, down from both the 7.7 of Brokers Gorman has had less success - so far, at ayear earlier and the 6.7 it posted during its least - with WMMS, which he was put in last quarter under the old AOR format. e
CLEVELAN BRIAN E. COBB CI1ARLES E. GIDDENS Radio Market Overview 703-827-2727
RANDALL E. JEFFERY 1994 Est. Arbitron 12+ RANDALL E. JEFFERY, JR. tion Freq. Format Rev. in Owner Summer '95 407-295-2572 $Mil. ELLIOT B. EVERS WMJI-FM 105.7 Oldies 9.3 OmniAmerica Communications 8.4 415-391-4877 WZAK-FM 93.1 Urban 6.7 Zapis Communications Corp. 8.2 GEORGE I. OTWELL WGAR-FM 99.5 Country 7.2 Nationwide Communications 7.6 513-769-4477 WDOK-FM 102.1 Soft AC 6.7 Independent Group LP 1 7.2 WNCX-FM 98.5 Classic Rock 6.0 Clear Channel Communications 6.2 RADIO and TELEVISION BROKERAGE •APPRAISALS WRMR(AM) 850 Big Band 1.6 Independent Group LP 5.8 WMMS-FM 100.7 Alternative 6.6 OmniAmerica Communications 5.4 WOAL-FM 104.1 Hot AC 4.3 WIN Communications 5.4 WKNR(AM) 1220 Sports 2.0 C.V. Radio Associates LP 4.8 WLTF-FM 106.5 AC 8.0 Secret Communications 4.7 WNWV-FM 107.3 Jazz 1.8 Elyria-Lorain Broadcasting 3.9 WWWE(AM) 1100 News/Talk 3.7 Secret Communications 3.7 WZJM-FM 92.3 CHR 1.8 Zebra Communications 3.4 WENZ-FM 107.9 Alternative 2.0 Ardman Broadcasting Corp. 3.2 MEDIA VENTURE WCLV-FM 95.5 Classical 1.7 Radio Seaway Inc. 2.9 PARTNERS
WASHINGTON, DC Stations are ranked in order of Arbitron Summer 1995 12+ / ///\ ORLANDO •CINCINNATI PUBL/CAT/CWS ratings. Information provided by BIA Publications Inc. through SAN FRANCISCO its MasterAccess Radio analyzer Database Software. JL// \ Subject w F.C.C. approval • 7
Circle 177 On Reader Service Card
December 1995 The Radio World Magazine 11 The End, on the other hand, had one of its owned and operated by Independent Group, best books since switching to modern rock, a limited partnership made up of local jumping from a2.0 last spring to a 3.2 — broadcast veterans Tom Embrescia, Tom lev with ex-Buzzard Ric "Rocco" Bennett in the Wilson and Larry Pollock. The pair com- tidal Snáps morning-drive slot (and now in the PD chair, mand the lion's share of 25-54 women and as well). And what's worse, WMMS came in seniors, respectively, and consistently finish third in its target demo, 18-34, with a 10 among the top 10: WDOK was fourth in Market Rank: 22 share — behind UC WZAK (13.2) and classic the summer Arbitrons with a7.2 share, and Revenue Rank: 20 . rocker WNCX (11.5). WRMR sixth with a5.8. Number of AMs: 15 But Gorman remains confident that he's But two of the metro's lower-rated, niche-for- Number of F./As: 15 on the right track. mat stations — classical music WCLV-FM and "You have an entire generation that's been contemporary jazz WNWV-FM — are also sol- Revenue 1991: $57.4 mil. waiting to hear its own music on the radio," id operations, and each picked up aMarconi Revenue 1992: $60 mil. he says. "So this is acase where radio once Award at September's NAB Radio Show. Revenue 1993: $64.8 mil. again is catching up to the audience. But Revenue 1994: $72.8 mil. •_ with advertisers, there's always that appre- Less talk Revenue 1995: $77.9 mil. hension. They may call Missouri the `show- Talk, though, is another story. me state,' but Cleveland is the `show-me Curiously, in this market that gave the world Revenue Growth city' when it comes to ad revenues." such loudmouths as Gary Dee and Morton '88-'93: 6.3% Still, Gorman suggests: "If you add up our Downey Jr., most of the hot air on the local '94-'98: 6.9% numbers and WENZ's, modern rock has the airwaves these days comes from syndicated highest share of any format in the market." gabmeisters like Stern, Rush Limbaugh — who Local Revenue: 76. (The highest, that is, next to AC, whose has actually been losing audience for ational. Revenue.: .24 three purveyors — WDOK, WQAL and WWWE now that the Republicans are in WLTF — account for acombined 17.3 share.) power — and G. Gordon Liddy over low-pow- ered WERE. The sole bright spot in this sea Well-oiled operations of sameness is "LovePhones," the hilarious That isn't to say that Cleveland lacks for late-night advice show hosted by sex therapist well-programmed and smoothly run stations "Dr. Judy" Kuriansky, which Gorman got share of 7-midnight last summer dropped in anumber of other formats. New York's K-Rock to share with WMMS away to apitiful 1.9 during morning drive. Zapis Communications, a small, locally when he took over last year. based family chain, has had alock on the Still, nobody can accuse 3WE of not try- The downside city's sizable black audience ever since last ing. The 50 kW clear-channel boomer, As Cleveland-based consultant Mike year, when it parlayed ownership of UC which claims to reach "38 states and half of McVay sees it, the only losers in the "Rock WZAK into an LMA with acombo opera- Canada" on agood night, reinvented itself Capital" radio equation are the listeners. tion that it helped two of its longtime under new owner Secret last year as "The "Cleveland is awonderfully under-radioed staffers — morning man/operations manager Monster on the Lake" — ahandle that sug- market compared to other markets around Lynn Tolliver and evening jock/PD Bobby gests the level of discourse delivered by such the country," he says. "If you're a station Rush — purchase from United Broadcasting: boorish talk hosts as Jeff Kinzbach and Ed owner you can get abig chunk of the adver- CHR WZJM and its AM sister, WJMO. "Flash" Ferenc (the former WMMS tising dollars and it's not real competitive: The resultant move of WZJM away from "Morning Zoo" team) on afternoon drive, everybody's making money. And the fact rap and dance toward amore mainstream and malaprop-prone sports babbler Mike that it's under-radioed is actually good for CHR mix has meant increased audience for "Mr. Know-It-All" Trivisonno at night. the programmers in the market, as well. WZAK, which has won the last two "It might be amonster, but it's toothless," "But if you're alistener in Cleveland, you AccuRatings books with 10 shares and quips Gorman, noting WWWE's mediocre lose out on some formats that are available boasts the highest "power ratio" — the rat- 3.7 share in the summer Arbitrons — down in other cities around the country." ings-to-revenue conversion index — of any from the 4's and 5's it had been pulling McVay sees that lack of format diversity, urban station in the country. before last fall's format change. though, as aplus for broadcasters willing to "If you're in business, Idon't see how anyone Argues GM Best: "It takes awhile for peo- step up to the plate and fill any of several in this market could ignore the black commu- ple to change their listening habits." And, he voids. "There are still opportunities in this nity and expect to survive," says Lee Zapis, the adds, if it weren't for the slippage in market for somebody to do '70s oldies or adult chain's vice president in charge of operations. Limbaugh's listenership share, the station Top 40, or to do country up against WGAR — "When you look at the city of Cleveland, half would be "about 96 percent of the way to perhaps taking a more adult, less Top 40 the population is black and in the metro it's what we had projected." approach," he points out. "And Triple-A nearly 20 percent. If you take the raw num- Both WKNR(AM), the 50 kW Indians flag- would be aformat to consider, too." bers, it's like there are more blacks in the ship, and OmniAmerica's low-powered metro than there are people in Wheeling, WHK(AM) do round-the-clock sports talk, David Sowd is a former DJ who covers W.Va. So our sales position has always been but neither station has made much of adent Cleveland radio for the suburban Sun that the black market is acity within acity." in the ratings. WKNR's performance is par- Newspapers chain. From 1987 to 1991, he The other stellar performer in the ticularly disappointing in that the was radio reporter at the Cleveland Plain Cleveland market is its strongest combo, soft Cablevision outlet has been unable to con- Dealer, where he helped break the story of AC WDOK and its nostalgia ("Music of vert the strong nighttime numbers it gets WMMS's ballot-stuffing in the annual Rolling Your Life") AM sister, WRMR, which are from baseball games to other dayparts: its 16 Stone magazine Readers' Poll.
12 The Radio World Magazine December 1995 catendaRADIO
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December 1995 The Radio World Magazine 13 LOOKING AHEAD
HUM MiiÉà« IMIZZIIIII »Ina MINIM IMPUBIll IMIMormamumum Mt! !Minna lIZIMEM Forecasting Your Future
by George Nadel Rivin, CPA
Analyze Market Indicators to Best Predict Realistic Growth Goals for 1996
orecasting revenues is never an easy side of any station's operations is far more al efforts as well as all-important listenership. task and one that is particularly chal- volatile than the expense side. Because some When forecasting 1996 revenues, your first Flenging when looking ahead to 1996. expenses — royalties, for example — are tied concern should be the market. If the market Following what will likely be three consecu- to revenues, the revenue forecast is crucial in is healthy economically, it is reasonable to tive years of double-digit or near double-digit arriving at asolid projection of operations. plan on further growth in radio revenues. growth, aprudent approach does not call for Several factors impact the revenue forecast As consolidation has swept through the the forecasting of acontinuation of such They include competition, format perfor- industry over the past two years, sales staffs lofty revenue growth. mance, climate, geography and economic have had greater resources available and Setting realistic goals establishes the foun- diversity. Each of these factors influences become more professional in their approach dation for astation's success. The revenue sales management techniques and promotion- to selling. In my opinion, this has helped drive the industry to its highest level of sus- tained growth in recent memory. General economic trends such as unem- ployment rates, inflation levels and con- GIVE US SOME TIME. sumer confidence ratings provide abackdrop for your analysis. If there is concern, deter- mine how diversified the local economy is. MIL GIVE YOU THE EXPERTS. Which industries are related and likely to suffer if other areas of the economy fail? If Join our barter network. Use your there is a military presence in your area, how safe are those bases in this era of base ratings to help develop more. Our expert dosings? Once you have evaluated the mar- Programmer-Consultants have helped ket's economy you have taken care of an all- important incontrollable factor. hundreds of locally-programmed stations get to the top of their markets Past revenue cycles Past revenue cycles have seen radio revenue and stay there. You get national quality growth rates approximately 3 percent below programming services and keep your the peak quarter sustained for aperiod of up to two or three years. First quarter 1995 was local identity. And, with the Broadcast the peak quarter for radio revenue growth in Programming Barter Option, you can excess of 11 percent. keep more of your cash, too. Therefore, it is not unreasonable to expect J.J. Cook nationwide radio revenues to grow by 8per- CHR/Hot AC cent through 1996. A more conservative approach would rely on agrowth rate of THE BROADCAST PROGRAMMING about 7percent Using this as abenchmark BARTER OPTION and applying the local economic conditions will allow you to determine a reasonable growth rate to anticipate for your market. GIVE USA (ALL. (800) 426-9082. A two-tiered approach may be used to pre- dict station revenues. The market share 1995 Broadcast Programming method relies on applying the station's pro- jected market share to total market revenues. Circle 87 On Reader Service Card
14 The Radio World Magazine December 1995 When projecting market revenues based on ration for your forecast. After falling for seven change and near certainties replace educated audience share, remember the lag period. consecutive quarters from Second Quarter guesses. Therefore, be sure to step back The fall book arrives during January and 1991 through Fourth Quarter 1992, national from your initial forecast draft. This allows begins affecting buys from February for- revenues have increased more steeply than you to rethink your assumptions and fine- ward. local revenues, with double-digit national tune the forecast. If abreakthrough occurs in the fall book, growth present from Fourth Quarter 1993 buyers will likely wish to see asecond book through First Quarter 1995. George Nadel Rivin is apartner with Miller, confirming the audience growth before buying. Now that national business has recovered, Kaplan, Arase & Co., Certified Public Power ratios addressing the conversion of it is unlikely that national will continue to Accountants, which specializes in broadcast audience share to revenue share will factor grow at aconsiderably faster pace than local. properties. into your analysis. Those formats that typi- Since any forecast is based on assumptions, The article was written exclusively for The cally target the highly desirable 25-54 demo revisions will be appropriate as conditions Radio World Magazine. enjoy the highest power ratios.
Expected contributions The second approach to predicting astation's revenues is looking at each individual product code and advertiser to determine their expect- ed contributions to the following year's rev- NORTHEAST enues. This relies on historical analysis. In most markets, automotive is the leading advertiser category. It often accounts for $1 out of every $8 spent on radio. Most mar- BROADCAST kets have seen the percentage of total rev- • enues contributed by the automotive sector increase significantly over the past year or Practical sofutions _for _your broadcasting needs... two as auto sales have increased. Ask whether this trend will continue and apply it across different product codes. An We can design a system for your changing Digital Audio operation, LMA, Duopoly, group or single analysis of each individual advertiser's Consoles station, we can meet your programming expected buys for the upcoming year is a and budgetary requirements. Digital Audio time-consuming task. However, it is often •()n Air or Production Storage the best indicator of expected revenue •Complete Digital •Complete Project Management Services *Cart Machine growth levels. Mixing • Turnkey Systems Installation Available Replacement Your format determines much of the poten- •Digital Inputs and • Digital System Training -On Staff *Music on Outputs To Take • On Staff Engineering Consultants make tial that exists. While afringe format such Hard Drive Advantage Of needs, as New Adult Contemporary or all-sports sure your system meets your •Satellite Your Other Digital THE FIRST TIME... has a limited audience share potential, it Gear Automation may provide opportunities for considerable •Multiple Sample *Live Assist With over 30 years in broadcasting, •Automation activity beyond typical transactional buys. Rates more than 200 product lines, and the •Unattended Broadcasters in mainstream formats such as •Built In Effects Processors most experienced staff in the business, Operation adult contemporary and country have greater •Automated Faders we have the resources to provide you *Multiple Station Operation audience share potential. It is more likely that •RS232 Control with the most practical solution. anew competitor will challenge an established •Familiar "Console" format than aniche format. If anew competi- Worksurface tor has signed on recently, ask yourself how •Save Money Using High Quality Audio Over Digital Phone Lines Around The World long it will take them to ramp up and become •Fraction Of the Cost Of Satellite For Remotes •LocaVNational afactor. What percentage of their listenership ea» Networks is likely to come from your listeners despite Digital Codecs *Small & Portable •Share Programming/Production In Doupoly/Group Stations your efforts to hold onto them? *Full Bi -Directional Audio 'Backup STL Systems Formats such as soft/lite adult contempo- •Works On A Dial-Up Basis. rary have grown rapidly in revenues over the You Pay Only For What You Use past three years while those facing heavy new format competition such as news/talk •Multi-track Capability •Non Destructive Editing lieopo have not grown as rapidly. •Fast, Improved Efficiency 'CD Quality Audio Based Systems •Improved Creativity *Affordably Priced Seasonal variations Digital Editing It your station accounts for revenues based on a standard broadcast month, be fore- New York Phili./Balt./Wash. Dallas Pittsburgh warned that all 12 months in 1996 contain a (518) 793-2181 (301) 497-1925 (214) 612-2053 (412) 942-4054 different number of weeks than 1995 through Fax Fax Fax Fax October with the exception of February and (518) 793-7423 (301) 497-1926 (214) 612-2145 (412) 942-4839 August. Be sure to consider this in the prepa- Circle 140 On Reader Service Card
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READER SERVICE 194 FORMAT FOCUS
The Trade-offs of Public Radio
by Jacqueline Conciatore
True, Public Stations Aren't Made or Broken by Ratings, But Securing Funds and Pleasing Listeners Are Daunting Tasks
rom acertain perspective, it's possible environment — you're constantly writing In fact, it's likely few public radio broad- to view the public radio world as grants and making presentations to founda- casters would say their jobs are easy. FEasy Street. After all, noncommercial tions. Then you wait for months before you Especially not after the year they've just stations don't live and die by the ratings. In see the money if you ever do. If you're at a been through. alot of markets, stations are happy — some university, you may be working with a It was a year that began with House would be ecstatic — with a two or three bureaucracy that doesn't quite understand Speaker Newt Gingrich vowing to zero out audience share. Plus, there's the federal you ... And there's also the federal funding the Corporation for Public Broadcasting subsidy, and for many stations, state fund- crisis." (CPB) and Sen. Larry Pressler's ing as well. The outlets licensed to universities usually get to turn their rent bills over to their institu- tions, which also act as cushions during bud- ATTENTION P.D.s get crunches. And, public stations have had access to government grants when they need- Schedule the best in "OLD-TIME RADIO" with ed to replace failing or obsolete equipment. On top of all that, public radio stations in major markets have jaw-dropping audience demographics. At a recent conference, Arbitron President Stephen Morns repeat- • • edly called Boston station WBUR's audi- Hosted by STAN FREBERG, the man who drained ence data "staggering." One example he Lake Michigan and filled it with hot chocolate offered: almost 42 percent of Boston-area listeners who earn more than $250,000 per year listen to WBUR. Flip the lens, however, and adifferent pic- ture emerges: angry congressional budget- cutters deriding the need for public broad- casting and complaining about liberal bias on the air; states cutting back on their con- tributions; university licensees following suit while sometimes demanding greater on- and off-air identification with their station. coe LIGifFS Not to mention 9-, 12- or even 15-day pledge weeks, or the Sisyphean task of net- áuele Five shows per week-54 minutes each. ting underwriting support. BARTER, NO CASH PAYMENTS! Many people "don't realize how difficult it is to keep astation afloat depending on lis- teners' support," says Steve Palmer, program For afree demo CD contact David West director at WAMU, Washington, D.C. "You DICK BRESCIA ASSOCIATES (201) 385-6566 don't know year to year if people will contin- ue to support you, if your licensee or state 14144% ket1;4, Wei celebrates its 6th year on 300 stations will cut your funds, [or if] you'll have to start laying off people. It's amore paper-intensive Circle 203 On Reader Service Card
December 1995 The Radio World Magazine 17 A cast of performers.
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Circle (43) On Reader Service Card sending CPB a 16-page questionnaire that real eye-opener for alot of people who had lishing atrust fund for public radio and TV, some called an Inquisition. It requested been looking at the whole enterprise to be capitalized with approximately $4 bil- information about all aspects of public through anarrow Capitol Hill lens." lion. Proposals call for that money to be broadcasting, from program funding and In August, the House voted against an ancillary product revenue to editorial deci- amendment to zero out CPB's $240 million ongTess sion-making and employees' political con- Fiscal Year 1998 allocation. And majority pulled out tributions (the last later withdrawn). leaders signaled they would give the system its budget CPB responded within about three weeks, several years to zero — enough time to shears claiming its 150-page reply and three boxes establish an alternative funding mechanism in 1995« of supporting material had cost $92,000 in and base. staff time and other costs. The system is receiving about $275 million Meanwhile, Republican leaders were vow- in this fiscal year, a 12-percent drop from ing that CPB would be off the federal dole the initial appropriation (pre-rescission) of by 1998. $312 million. (Public radio receives 25 per- CPB grants generally make up between 13 cent of the CPB allocation. The rest goes to and 17 percent of stations' income, depend- TV.) For FY 1997 (traditionally, Congress ing on station size. Nevertheless, many sta- forward-funds public broadcasting for two tion managers were worried about the years) the system is slated to get $260 mil- cumulative effects of aquick drop to zero lion, a17.5 percent reduction. For FY98 the funding. If the repercussions of adecline in House of Representatives has recommended grant money affected the quality of NPR's a$240 million allocation, while the Senate programming, for example, listener contri- is considering a proposed $260 million butions would decline. Since stations' "non- FY98 appropriation. federal financial support" is used to calcu- This is not to say that the system is free of concern about even the When they are unhappy, next two years' federal funding. There is still a public radio listeners "significant minority" that would like to see an raised through lease or auction of public end to CPB's allocation, television's share of the unallocated mobilize — writing letters, and "as far as they're advanced television spectrum. concerned, probably the starting campaigns. sooner the better," says Passion for localism Thomas. "The downside The public radio system also faces significant of public broadcasting's challenges when it comes to consensus-build- late NPR dues levels, this would in most advanced year appropriations is that ing. Earlier this year, for example, station cases cut into their dues and contributions Congress gets a couple of years to come managers were sorely divided over aproposed to NPR, thus escalating the detrimental back and change its mind ... Ihave no con- overhaul of CPB's grant-making formula that effects of the federal subsidy loss. fidence the dollar figure on the books for would require them to meet certain audience For other smaller stations, many in rural '97 will be the size check written at the standards to be eligible for grants. In response areas, a loss of federal funds could be a start of the next fiscal year." to their complaints, the CPB-appointed task more damaging direct hit, because the The ongoing debates about public broad- force formulating the new grant-making mod- annual CPB allocation accounts for as casting as agovernment-funded entity pre- el is now proposing that stations be required to much as 40 percent of their total budgets. sent the system its greatest challenge, says meet audience standards or have acertain lev- But over the course of the year — amid Roger Sarow, general manager of WFAE in el of financial support from the community to myriad strategizing sessions, Congressional Charlotte, N.C. "One of the hardest aspects be eligible. (Minority stations have aunique hearings and closed-door meetings between of the whole industry is there is no consen- set of criteria.) Congressmen and public broadcasting lead- sus on how we should fund ourselves," he More divisive currently is aCPB-approved ers — constituents sent letters, phoned and says. "We are defined as being noncommer- plan to set aside asmall portion of stations' visited their elected reps. The message that cial, but nobody says how it should be grant money for acompetitive fund designed stuck: alot of people who vote like their done. Universities are trying to limit their to position the public radio system for a Big Bird, Barney and Bob Edwards. financial exposure in public broadcasting. future with less or no federal support. "There was a conservative inside-the- The U.S. government says it's going to get Consensus-building is made difficult by Beltway reading of what public broadcast- out by 2002. Listeners don't like fund dri- the system's diversity, says Thomas. There ing was all about," says public radio con- ves. Underwriting has severe restrictions. are more than 400 CPB-sponsored stations sultant Tom Thomas, "that it was aliberal, So what are we supposed to do? with different programming missions, Great Society, hip pocket of the Democratic "We have to have some national consen- scales of operation, communities served Party, athing we could do without. And a sus. We need a rational debate on how and institutional structures. The fact that whole lot of Americans of all varieties of we're going to fund this. It's clear there is a public radio has a "passionate commit- political persuasion said, 'This is a whole national will to fund this programming that ment" to localism further complicates mat- lot more. It's violence-free programming people want. That's what's got to come out ters. "No matter how much you're trying to for my kids, it's acompanion for my aunt, of it and we're not there yet." work together on funding issues or it's my window on the world.' That was a Right now Congress is considering estab- Congress or national programming
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Circle (53) On Reeder Service Card grass program whose books showed audi- hard to take. Iwas being called every name A lot of p opte ences were turning away. Its cume audience in the book. People were saying, 'Public who vote tike heir reached 35,000 at its peak; more typically it broadcasting should be different, you don't Bob Edw rds. ranged between 25,000 and 30,000, he make those kinds of decisions." says. During pledge weeks, it generally He took hundreds of phone calls and letters, raised $3,000 in its best hour. saw the controversy written up in the The replacement program, "The Derek Washington Post and eventually met with the McGinty Show," a call-in talk show that angry folk fans, along with his station man- airs from noon to 2p.m., has a95,000-high ager Kim Hodgson. "To have people call you cume and raises $10,000-$11,000 in its best devil incarnate; they attributed all sorts of hour, he says. motives to what Iwas doing and were calling "We took abeating," Palmer says. "It was for my and Kim's heads on aplatter.
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questions, most (station) dollars come from the local level, most of the programming originates at the local level, and their cen- tral mission is community service. "It means people take their cues from where they live, and then step into the national arena to build consensus. It makes adifference."
'Now I've discovered hell' Where public radio broadcasters live is oftentimes a place where listeners are absolutely dedicated to their station or one or two or three of its programs. It's aloyal- ty that stations try to nurture and translate o into membership dollars, but it can have a rough nap on the underside. "If you're successful, really successful at building that bond with your audience, it comes back to bite you if you need to make change," says WAMU's Palmer. More and more stations are making changes to win larger audiences, in response to both the uncertain funding future and If the Beatles had a cDQPrima in advances in audience research. But nobody likes change. And when they are unhappy, 1968! public radio listeners will mobilize. They write letters to the editor, start Internet cam- "CDQPriMa Solutions!" paigns, urge fellow listeners to ask for their pledge dollars back, demand meetings with station managers and show up en masse. One group of disgruntled fans reportedly burned an effigy of astation manager after CD6Peima Tm he canceled aprogram — or tried to. MUSICAM USA Palmer recalls as some of his most diffi- cult hours the 1992 furor over his removing For information and your nearest dealer call three hours of bluegrass music from Tel: 908-739-5600 or Fax on Demand: 908-935-2777 WAMU's afternoon schedule. He decided to cancel anoon-3 p.m. folk/acoustic/ blue- Circle 5 On Reader Service Card
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Circle (155) On Reader Service Card Ileft that meeting and my stomach was in tribulations, the freedom to operate astation — "it's a dog-eat-dog world. They go to knots, and Ithought, Now I've discovered that doesn't require a huge market share work every day, their job is on the line. what hell would be, having to sit in ameeting may seem enviable. "The risk (in commer- They're sweating it, they've got to produce where you have all sorts of people calling cial) is much greater," Palmer admits. "We a certain profit and audience, and if they you names and you can't say anything." don't have that. When the Washington Post can't, they walk. Is it better on this side? WAMU still airs what Palmer calls "hard- calls and says 'Hey, you got great ratings Sure. In that regard. On the other hand, the core bluegrass" from 3 to 6 p.m. "It had a this time,' Isay, 'Yeah? Great.' Or when payoff isn't that great. You don't see many good audience. And it continues to be sol- they've fallen a whole share, Isay, 'Well, I people in public broadcasting driving big id," he says. "It's mission-driven. We're didn't get araise when they went up, Idon't cars and living the high life." serving alarge enough audience that Ican't lose my job when they go down.' say it's not working. If it was purely abusi- But from the perspective of commercial Jacqueline Conciatore is awriter living in ness decision, Icould go with news and broadcasters — and Palmer used to be one Washington, D.C. talk, and maximize our profits. And it's a little quirky."
Amorphous standard Mission is an amorphous standard., impos- sible to quantify, a nebulousness that can frustrate programmers. "In terms of decid- ing what programs to do in commercial [technology] radio," says Jim Russell, executive producer of the daily business program "Market- enhanced algorithm place" and VP of national productions at KUSC, Los Angeles, "you simply ask, what's going to make me money? I'm not suggesting that's easy, but if it's not your sole criteria, it's ahell of alot more compli- cated. (In public radio) you're balancing the needs of different listener groups with your own sense of mission. There are questions like, are we supposed to lead or follow an audience?" Plus, says Palmer, "With apublic service mission, how do you know if you're suc- cessful? On the one hand without an audi- ence you have no mission; they go hand in hand. But how much (audience) is enough?" And then there are considerations such as how much underwriting and audience sup- port aprogram can win, as well as ratings.
Complex criteria In addition, producers are continually knocking at the door, trying to convince programmers their shows deserve space in the schedule — and often they do but there's no room. "It's amuch more complex set of criteria to go through when you're try- IF Elvis had a cDQPrima in ing to make a decision about whether to take a program off or not," says Palmer. "I 1959! go home at night with my head spinning." Adding to the difficulty is the fact that pub- "CDQPriMa Solutions!" lic radio stations generally have along-term payback on successful programming changes. Though ratings improvements show up sooner, it can take a year or two before audiences feel attached enough to a CD6PJ$IMA TM program to start supporting it with pledge MUSICAM USA' dollars. "You can't make abrupt changes, and once you've built audience loyalty, you For information and your nearest dealer call have to be very careful about messing with Tel: 908-739-5600 or Fax on Demand: 908-935-2777 it," Palmer says. Despite public radio broadcasters' various Circle 216 On Reeder Service Card
December 1995 The Radio World Magazine 23 PROGRAMMING PROFILE
WPNA: Chicago's Specialized Radio Buy
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
by Bob Rusk
24-hour AM Taps the Windy City's Enormous, And Largely Untouched, Polish Population
\ XI 07 ith. 104 local signals serving including CDs and records, and even trans- interviews on WPNA. He recently aired a Chicago, the Windy City has fers songs from eight-track tape to cart. conversation with the son of Cuban leader more radio stations than any oth- Brokers can bring in music from their own Fidel Castro that was recorded in 1958. er market in the country. On the AM band alone, a half-dozen 50 kilowatters blanket the area. A handful of stations dominate the ratings, leaving the others scrambling to attract lis- teners. To successfully do that they must identify asegment of the population that is not being served and then fill the niche. WPNA (AM 1490), a 1 kW station licensed to suburban Oak Park, Ill., has found its niche with a 24-hour-a-day ethnic format. WPNA is primarily Polish, with pol- ka music, news and features of interest to the 1 million Poles who live on Chicago's West Side and in the near west suburbs. It is the largest urban Polish population in the world outside of Warsaw. Another suburban station, daytimer WNVR (AM 1030), also programs to the Poles, but concentrates on Polish pop music instead of the traditional polkas.
Brokered programming WPNA is owned and operated by the Chicago-based Polish National Alliance, the largest ethnic fraternal organization in the Jerry Obrecki and news man Bob Suwalski United States. With the exception of morn- collections as well. (seated) with Polka Drive listeners ing drive and an overnight show, most pro- One of the brokers, Sig Sakowicz, gramming is brokered. WPNA sells blocks has been on the station for more than a Entertainers including Roy Clark, Debbie of time (priced from $100 to $175 per hour) year, hosting acelebrity interview show that Reynolds and actor Sherman Hemsley have to people in the community who want to airs in English three afternoons aweek. A sat at the microphone with Sackowicz in host their own show. The hosts in turn sell legend in Chicagoland, he has been in recent months. time to advertisers and develop their own broadcasting for more than 50 years, 13 of There are 62 brokers at WPNA. In abusi- formats within guidelines set by the station. them at powerhouse WON. ness known for high turnover, the entire WPNA has an extensive music library, Sakowicz broadcasts current and classic full-time staff of 10 has been with the e
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Editor 10 sVoice Insert Stevie Wonder _ end 00 oo ocu begin 00 0'4 960 voice att O dB bckgd att 9 dB doo attack time 1000 rns 000 release time 300 rri KKND Kerry Fink, GM, Mix 106 :O ; 0 before intro Tucson, Arizona Gainesville (Atlanta), Georgia 0 top xfade [21 0 fade/talk/start "We have been using the Dalet System since June 1993. We have been so pleased with its performance and development that we are implementing the system in our network studios for the "Music Of Your Life" satellite network that we are currently developing." Kerry Fink
o O SAT1 Dalet Digital Media Systems 285 West Broadway, Suite 605 •New York, NY 10013 SAT2 Phone: 1(212) 370 0665 Circle (151) On Reader Service Card Switcher DAT 1 Dalet Express Fax Line: 1(800) 257 1223 DAT 2 Individually, TAPSCAN's unique and innovative systems for broad- That's Why You Need how to target and reach avery casters provide asolid foundation specific audience with unparalleled for sales and marketing. The Complete efficiency.
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TAPSCAN, INCORPORATED 3000 RIVERCHASE GALLERIA • EIGHTH FLOOR • BIRMINGHAM, ALABAMA 35244 205- 987-7456 Circle (92) on Reeder Service Card station since the inception of the current for- chance for listeners to sing asong on the air, businesses — the Polish delis, nightclubs and mat, in 1987. report amissing dog or advertise acar for flower shops," says Obrecki. "We also air General Manager Margaret Sas had no pre- sale. But they also have heated discussions commercials for some national accounts, par- vious radio experience before coming to on politics, immigration and homosexuality, ticularly AT&T and MCI. That's very WPNA and says "it was wonderful to sit by among other topics. important, because our listeners frequently the microphone. Ibegan by doing some WPNA has no illusions of attracting an make long-distance calls to Poland. office clerical work and commercials. Iwas audience the size of a top-ranked station working for the Polish National Alliance and such as WON (which averages about 90,000 More commercials was sent here for acouple of weeks to help listeners per quarter hour). Still, Obrecki "It would he nice, though, if some of the out." She was named manager in 1992. says the station has alarge enough share to other major advertisers, especially the gro- interest sponsors. cery chains in the Chicagoland area, would Polka In your car "Most of our advertisers are ma-and-pa run commercials on the station. Our BF Sales Manager Jerry Obrecki, who was born in Poland and has lived in the U.S. since age five, hosts the weekday "Drive Time Polka Show" from 7:00 -10:00 a.m. "It's like an American drive-time show," he , explains. "We have news at the top of the hour, sports at the 15-minute mark, and Illinois news at the bottom of the hour. The only difference between us and the other sta- tions is that we play polka music." Some of the music is in Polish, some is in English. Obrecki speaks primarily in English
WPNA has no illusions of attracting an audience the size of a top-ranked station.
-- on the air. "Sometimes asponsor wants me to do acommercial in both languages," he adds. "The show is geared to the senior citizen population. They have lived here along time and although they know both languages, UNIVERSAL CONNECTIVITY their primary language is English." in audio management systems Obrecki has been at the station for 20 years (under previous ownership) and also •Custom Systems —Designed, configured for YOUR operation. hosts the taped "Mr. Nighttime" program. •Intelligent Interfaces —Traffic, Music, Accounting, Production, Scheduling, Editors, etc. Except for his polka show and the celebrity •Choices —ITC's Partners Program brings you the best in quality supporting products. interviews, the majority of the weekday schedule is broadcast in Polish. With its spe- •Your total audio management system supplier —consulting, engineering, manufacturing, cialized format and low power, Obrecki installation and service. acknowledges that it is hard to estimate how •Call ITC today —Discover the benefits of asystem tailored to YOUR needs. many listeners the station has. "Obviously we're not catching the entire (309) 828 -1381 Polish population at one time," he says. "But during morning and afternoon drive they lis- International Tapetronics Corporation ten, especially if there's abig news story 2425 S. Main Street, Bloomington, IL 61702 ib such as an election in Poland." "Open Microphone," a two-hour after- noon-drive Polish-language talk show, is a Circle 96 On Reader Service Card
December 1995 The Radio World Magazine 29 listeners buy and buy. The stores will advertise "The PNA felt the Polish population wasn't Murphy is a broadcasting veteran with on the Spanish stations, but won't make aspe- being served," says engineer Dave Murphy. extensive experience in ethnic radio, includ- cial commercial just for the Poles. It's true that "There were acouple of PNA-sponsored pro- ing German, Italian, Spanish and Irish. As alot of our listeners do understand English, grams. It worked out so well that people WPNA has found its niche serving the eth- but there are alot who don't — especially if were beating apath to our door. We are sold nic community, Murphy has found his niche they've been here for only afew years." out weekdays from 5:00 a.m. -2:00 a.m. and at WPNA. When brokers buy an hour of time at WPNA, from 6:00 a.m. -midnight "This is the best place to they get 58 minutes. The station reserves the be," he says. "It's nice having last two minutes for its own spots. people of various nationali- ties working together. For a 1 kW AM station, we're doing all right." As radio celebrates its 75th anniversary this year, WPNA is ashining exam- ple of innovative pro- gramming. It's awin-win combination that attracts advertisers and reaches more on weekends." listeners than ever. o Adds GM Sas, "The programs are unique. Every hour you'll hear something Bob Rusk spent 20 years in radio. He now different, but all the programs have news." writes about the entertainment idustry and is a "We make most of our money selling time Show hosts translate UPI wire copy into regular contributor to The Hollywood Reporter to the brokers," adds Sas. "We don't run as Polish. One broker runs the news from arid sister publication Radio World newspaper. many of our own commercials as we might Radio Bialystok in like, but then we'd be in competition with Poland. He telephones the brokers. They have to get sponsors in Poland a few minutes order to pay for their broadcasts." before airtime and patch- WPNA While nearly 80 percent of WPNA's pro- es through a newscast Weekday Program Schedule gramming is in Polish, there are Ukrainian, that runs simultaneously Slovenian, Arabian and Irish broadcasts on on WPNA and Radio 5:00 a.m. Radio Fama (Morning Radio) the weekend. Some of the Irish hosts have Bialystok. Local news in been been buying time on the station since the Chicago area of inter- 6:00 a.m. Dzien Dobry, Chicago it signed as abrokered ethnic outlet in 1950. est to Poles is gathered (Good Morning, Chicago) Except for a polka show 7:00 a.m. Drive Time Polka Show 10:00 a.m. Rytrn i Aktualnosci (Rhythm and News) and celebrity interviews, the 12:30 p.m. Obiezyswiat (The World Over) majority of the weekday schedule 2:00 p.m. O Nas, Dla Nas (From Us, For Us)
is broadcast in Polish. 4:00 p.m. Slowo i Piesn (Words and Music)
5:00 p.m. Otwarty Milcrofon (Open Microphone)
Sunday is Religion Day, with morning and and reported by the bro- 7:00 p.m. Pol Zartem Pol Serio (Tongue in Cheek) evening services from black gospel churches, kers. 7:30 p.m. Polish Variety and Father Justin's Rosary Hour. Rounding WPNA employs six full- out the weekend is a Sunday night blues time engineers who oper- 8:00 p.m. Polish and Ukrainian Variety show. ate the board for the bro- The station's original call letters were kers. When he isn't 9:00 p.m. Obiezyswiat (The World Over) WOPA (which stood for Oak Park Arms, a engineering, Murphy is a once-elegant hotel that attracted the likes of substitute host on the 10:00 p.m. Program Na Serio (Our Serious Program) gangster Al Capone in the 1930s). Studios "Drive Time Polka Show." were in the sixth-floor penthouse. Today the "I'm part Polish," he 11:00 p.m. (Mr.) Valdemar Kocon building is aretirement home, with WPNA says. "Murphy is not my in the penthouse. real last name. Inever use Midnight Bow Sie Razem ZNami (Come Play With Us) The Polish National Alliance purchased the (my real name), because 1:00 a.m. Nocne Muzykowanie (Music for the Nighttime) station from the original owner, who was nobody can pronounce it. advancing in years and wanted to sell to a So Iuse Murphy — which 2:00 a.m. Nocny Pan (Mr. Nighttime) company that would maintain an ethnic for- is kind of funny for a mat. Polka program."
30 The Radio World Magazine December 1995 InBox
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Circle (16) On Reader Service Card HIGH PROFILE PINPOINT YOUR LISTENERS
daltGWIDPId® Has the Answers The Next Step
+ Audience Statistics Age/Sex/Race Data Buying Trends (BPI),(CEX) Business Profiles Lucille Luongo Looks to '96 Housing Occupational (SOC) As aTime for Change
+ Business Statistics Retail Sales by Product Luongo, senior vice president of Katz Media decade. Any individuals you'd like to cite Store Counts Group Inc. and president of AWRT, recent- as examples of leadership you personally Industry Types ly spoke with The Radio World Magazine admire? about women in media, the future of radio and rep firms, and her not-so-private battle + Geographic Boundaries Lucie Salhany Iadmire tremendously. She's with cancer. been president of two networks, Fox and Retrieval Options: United Paramount, and Ithink that's phe- Coverage Areas MSA • First, congratulations on your new nomenal. She's made some tremendous Zip Codes DMA Q•role as president of the American inroads. Diane Sutter, president of Block Group ADI Women in Radio and Television. For Shamrock Television and apast president of Census Tract State those who may not be completely familiar AWRT. Iam very proud of her accomplish- with its mission, won't you explain its ments. Also, Grace Gilcrest, general manag- County accomplishments? er, WXYZ-TV in Detroit; Nancy Widman, president of CBS Radio; and Erica Farber, + Loyalty Database Services The mission of AWRT, which was founded COO, Radio & Records, to name afew. Listener Geo-coding in 1951, is to promote progress and create I would also like to mention FCC Age/Sex/Race Data change through the media by educating, Commissioner (Rachelle) Chong because at advocating and acting as a resource for its our last convention she offered achallenge Hot Zip Profiles members and promoting the advancement of to AWRT to form acoalition of women to women in the electronic medium and allied bring women's issues to the FCC. I've since Maps Mean Sales! fields. had two meetings with the coalition and several meetings with Commissioner • How many members? Chong. • Commissioner (Susan) Ness is behind the Q project, too. Commissioner (Andrew) About 2,000. Barrett is also extremely supportive of women, but Rachelle started it, and what we • What are your primary goals for have now is awomen's media industry coali- Q•the next year? tion of American Women in Radio and datawople Television, Women of Wireless, Women in I'm concentrating on the new and emerging Communications, Women in Cable and technologies arena, access to capital, research Telecommunications ... We went from one on ownership and management for women, group of acouple thousand women to about and acting as aresource for members. At our 12,000 women because of the challenge at a Established 1971 convention last year, we had anew technolo- luncheon where (Rachelle) said, 'Wouldn't it gies pavilion with hands-on demonstrations be great if AWRT got this room together?' from vendors like MCI, Worldwide Web Minutes later I had a task force. 800-368-5754 and CBS Multimedia. This year we'll devote Commissioner Chong was adriving force FAX: 301-656-5341 an entire day to "Access to Capital." behind that.
o Women have made some important • Obviously the FCC has, through- •inroads in broadcasting in the last •out the last decade, made a point Circle 206 On Reader Service Card Q Q 32 The Radio World Magazine December 1995 of representing women on the old, and again I'm not Commission. Tell me why that is so sure if the numbers have important. gone up or down. We don't really know if the Women have special problems, special women who own the sta- issues, and as amatter of fact, one of the tions on paper really own goals of my year is to strengthen our role and operate the stations. as avoice for women's issues of the FCC. Just last month Ispent two days at the •Obviously, this FCC. One of the important women's •ties in with re- issues is ownership. We're grossly under- centQ moves in Congress represented in the ownership category. For to do away with Affirm- example, the last study that was done ative Action, which showed that women owned 1.9 percent of would have a great all television stations and 3 percent of all impact on women in radio stations. Now, those are not stagger- business. ing numbers unless you're shocked that they're so low. In fact, we can't even quan- Our take on Affirmative tify real ownership from ownership that Action is that there shows up on paper. needs to be alot of edu- cation about what it actu- •What needs to be accomplished to ally is. People confuse the •raise that figure? spirit of Affirmative Q Action with the enforce- This FCC is going to be making policy that ment of Affirmative will affect today's women and those Action. Affirmative women's daughters and their daughters' based on current data. The most current Action is not quotas. Quotas are an enforce- daughters. What I'm trying to do is get new data that Ijust quoted you is from 1987 and ment tool. Affirmative Action in media, in research done so that policy can be made it was done on a 1980 census. It's 20 years our thinking, is for the benefit of the e- nTu1TnuTI LEE MIRABAL: 10a-12n ET SUSAN LOGGANS: 12n-2p ET LEFT TO RIGHT: 2p-3p ET ALAN COLMES: 3p-5p ET BARRY FARBER: 5p-7p ET MICHAEL REAGAN: 9p-mid ET HOME IMPROVEMENT USA: Sat am To be aMAJOR player in your market call us at 800-714-7200
Circle 195 On Reader Service Card
December 1995 The Radio World Magazine 33 WHY SETTLE FOR A FEW TOOLS WHEN YOU CAN HAVE THEM ALL?
Most digital audio systems provide the basic DAD486x is the ultimate Master Toolchest for tools to accomplish specific functions, but only broadcast professionals. Your staff may not use DAD486x gives you all of the tools you'll ever all of the tools at first, but as proficiency is need to perform virtually any task imaginable: achieved, they'll come to apply them in more and On-Air, Production, Library Management, better ways to improve your entire product: Interface with Scheduling & Billing -and for any DAD doesn't dictate an operational structure. format; Live Assist or For any given task there Automated -small or are multiple tools and solu- major market. It offers tions. It runs on standard, the ultimate in flexibility non-proprietary computer without stifling creativity. hardware, easily interfaces with Any digital audio system is other professional expected to provide imme- equipment and diate operating efficiencies systems, and can imple- and improve the bottom ment various levels of line. But systems are redundancy and fault often selected without tolerance. Featuring giving proper credit to a completely open the role as a platform architecture, it for future capabilities maximizes future and expansion. adaptability, is easily maintained, and can Can the system adapt readily be configured when you decide to as anything from a change formats or auto- stand-alone worksta- mate overnights via tion to any number of satellite.., or accept and networked worksta- delay more external tions, each optimized feeds? What if you do for specific tasks. your own in-house automation? Can it han- Best of all, DAD486x dle an LMA or duopoly, costs about the integrate a new station, same as systems with maybe even simulcast with far less features. the present one? How Software upgrades and flexible will it be for the new improvements are free for PD, or that hot morning the first year, plus there are no jock... both of whom will likely hidden monthly fees. Call ENCO and have strong opinions on how to find out why so many stations and groups best utilize the system? Most digital throughout the world have standardized on audio products just don't adapt very easily, and DAD486x, the Ultimate Broadcast Audio Too'chest! you will most certainly be faced with additional software and/or hardware expenses for any changes... not with DAD. ENCO CSYSTEMS, INC. 24403 Halsted Road, Farmington Hills, MI 48335 USA • Tel: 800-ENCOSYS (800-362-6797); 810-476-5711; Fax: 810-476-5712
Circle (61) On Reader Service Card public. The media must offer enriching, and all people of color and the rest of the valuable, in-depth editorial, entertainment, population. SOLD! advertising and public service information. Diversity in media helps prepare and • Any other priority issues that are inform citizens about living in apluralistic •on AWRT's agenda for this year? society. Q Access to capital. We feel that part of the WINE-AM!WRKI-FM, • The way it is currently written, reason that women cannot compete in the Brookfield, CT, WPUT-AM •has Affirmative Action been effec- ownership arena — and we believe that own- tiveQ for women? ership is key — is that women don't have the Brewster, NY, WMJU-FM, access to capital that men have. We were Mount Kisko, NY, and It has been somewhat effective. Unfor- experiencing some minor successes with the WMJV-FM, Patterson, NY, from Danbury Broadcasting, Media entities should view the Inc. and Hudson Valley Growth, L.P., Gary Starr and BCI presence of women in the workplace Growth III, L.P., Principals to Commodore Media, Inc., Bruce as criteria for success Friedman, President and CEO and competitiveness. for $15,000,000.
Randall E. Jeffery tunately, what's happened is that when it tax credits. Then they went away. There was initiated the transaction. comes to Affirmative Action, we end up some money left with Affirmative Action, fighting to be considered a minority. It's which is now going away. But women don't always minorities and women, women being have that access to capital. That's a major the afterthought. issue for us.
• So aside from the studies and the •The hottest issue going in the RANDALL E. JEFFERY •current figures you're talking •industry is the deregulation of RANDALL E. JEFFERY, JR. about,Q what else needs to be done? Qownership caps. Obviously, this would 407-295-2572 impact every facet of radio, including the ELLIOT B. EVERS We think that hiring and advancing business of repping groups of stations. If 415-391-4877 women and minorities is good business. caps are removed as expected, how will Media entities should view the presence of the national advertising landscape GEORGE I. OTWELL women in the workplace as criteria for suc- change? 513-769-4477 cess and competitiveness; Affirmative BRIAN E. COBB Action helps to guarantee fairness in The national advertising landscape will only CHARLES E. GIDDENS media employment and, therefore, the change for the better. Putting more stations 703-827-2727 quality of programming. in the hands of better broadcasters will But what we're really looking for is not for improve radio's product and make it an even RADIO and TELEVISION people to say "OK, we're going to hire 30 more effective advertising vehicle. BROKERAGE •APPRAISALS women." What we need them to say is, "We have 30 spots open, and we're going to give • Opponents of the legislation claim women a competitive shot." That's what •it will homogenize radio across the we're looking for — competitive opportunity, Qcountry, creating market after market of not the Golden Gate. We know we can do cookie-cutter radio stations, primarily in the job — if we can get in there. regard to programming.
• What is AWRT's official stance on Don't believe it. Radio is the most localized, •this issue? personalized broadcast medium. While good Q programming will find a niche in almost MEDIA VENTURE We have a resolution that will be sent every market given an acceptable technical PARTNERS soon to Congress, to the President, to facility, it will not replace the desire of audi- members of the U.S. Senate and House of ences to have local news, weather, sports, WASHINGTON, DC Representatives and all governors. We talk issues or musical tastes. Because of the ORLANDO •CINCINNATI have completed and approved a multifac- financial and quality advantages of syndicat- SAN FRANCISCO eted resolution, because there are things ed programs like Limbaugh and Stern, you'll &Ilea to F.C.C. appreuat that still need to be done. The wage gap, continue to see those programs succeed, but for example, still remains between women there are not enough nationally Circle 10 On Reader Service Card
December 1995 The Radio World Magazine 35 •••• Products & Services ••••
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. If major market radio stations Q•eventually become elements of mega-groups, will this simplify your NOW THAT I HAVE A efforts or make them more complex? SMAR-rcAsyeR, As radio groups continue to grow, we enjoy MY PEOPLE ARE FREE the opportunity to represent more stations. As we rep more stations, we can meet more TO DO NEW, SALES marketing, demographic, promotional and SPORTS, PRODUCTION packaging needs in individual markets. While the sell is more complex, the flexibili- AND ETC., ETC., ETC,... ty of that sell becomes more sensitive to the advertiser's needs. SelPRTCAYI"ER
• Katz has carved its place in the 000c, co co el» •industry as one of the two leading ra9 io •rep firms. You've been in the busi- ness for 18 years and have seen the num-
Putting more
stations in the hands
of better broadcasters
will improve radio's _A11111._ ber of such companies pare down consid- - erably. How about a quick "state of the U industry" regarding rep firms?
The KRG is the most successful rep group in the industry. KRG's four traditional reps rank 1, 3, 4 and 5 in revenue billed. Katz To hear a demonstration of the complete line of Hispanic is the number one billing Hispanic rep, and KRG Dimensions is the SMARTCASTER products leading group sales organization in the Call 800-747-6278 Ext. 700 business. That didn't happen by accident. Our five Please send me more information. rep companies are operated separately; they compete with one another. Because of the critical mass that we have, we are Station Calls: Contact: able to give to our markets premier ser- Address: City State vices — sales research and all the other things that go with it — something we Phone: Fax: would not be able to do if we didn't have Fax To: 800-398-8149 critical mass. Iremember when there were many leading rep firms, big rep firms, but the dynamic of SMARTS Broadcast Systems the marketplace changed. When radio PO BOX 284, 2102 MAIN STREET, ERMETSBURG, IA 50536 became secondary to television — television 4» was the glamourous new media — radio kind 800-747-6278 of went through atransitional stage and came out stronger than ever. The rep Circle 168 On Reader Service Card
December 1995 The Radio World Magazine 37 business is labor-intensive, it's capital-inten- sible to your clients. It's all about clients. develop asales organization to cater to any sive, and the consolidations strengthened Without them there are no reps. It's about new media. If the distribution of the the rep community. servicing your clients and satisfying your advertising is viable, believe me, we will The rep business has never been better. Our customers. And the reps do it in avery develop the sales expertise that we need to consolidated strength serves our clients and effective way. This place is a well-oiled sell it. customers better through more sellers, quality machine. We are constantly looking at and educating research, developmental efforts, specialized our people in the new techs, though right sales, etc. We are well-positioned for the future. • One of the things we focus on in now, many of them just don't seem to have Q•RWM is future technologies. As enough revenue potential to make them * This is an industry where the pow- we hear it, in tomorrow's broadcast worthwhile as full-fledged businesses. Of •er of dominance, the power of hav- realm, advertising — which is obviously course, when radio first came on the scene, Qing so much under an umbrella allows the bread and butter of rep firms — will you to be more efficient. be only one component of station rev- enue. How is Katz positioning itself for Ithink I've shown Absolutely, and effective. Not just efficient the future? but effective. And offer the best service pos- Katz is a sales organization and we will women that you can 41•1•••••••••• fight (cancer), win • oo --- 'Station Services and be back.
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Thank you. You don't know how glad Iam to be sitting in this chair today. In retro- FINALLY! spect, Iam so happy that Iwent public for a BUY-OUT MUSIC — $99 couple of reasons. First, Ithink I've shown ID Jingles women in particular that you can fight it, Sixty 60 -second music beds for $99 win and be back. Second, Ihave since found 198 :30 & :60 music beds for ....$198 You Can Afford that there are alot of us out there. On my 120 production effects "Zings, Zaps Great customized ID jingles national board of 23 women, nine women and Zoodads" for $99 for A/C (hot, medium and soft), Country (hot and traditional), and are survivors — no one had ever spoken up! 122 New Lasers & Sweepers for $99 Oldies stations. Over 700 stations My going public allowed other people to For FREE DETAILS on in the US and 8other countries go public and then we were able to help each production music, sound use our jingles! Call toll-free other, and that was great. effects, call for FREE CD demo now! There are a couple of people I'd like to Ghostwriters (612) 522-6256 800-451-KENR mention — my mother, my sister Laura, who (5367) took care of me night and day, the man in my life, Phil Smith, and two friends — Circle 50 On Reader Ser \nce Card Circle 101 On Reader Service Card Chickie Bucco from Katz Television and Dr. Judy Kuriansky, who nursemaided me and ATTENTION PROVIDERS! took care of me. Ihave to laugh because people would call my apartment and Dr. Promote your services to The Radio World Magazine's 12,000+ readers. Reach group owners, station owners, GMs, sales managers, program directors and engineers with Judy would be taking my messages! I've got your message. For information on affordable advertising call Simone at 1-800-336-3045. to be the only person who's got the number one radio talk show host in New York taking phone messages.
38 The Radio World Magazine December 1995 eg MANAGEMENT JOURNAL by Vincent M. Ditingo Trends in Business Applications, Information Systems and Strategic Planning
On-line radio Ready, Set, Go: Radio's Moving from database or consumer-oriented sales and promotional vehicles, the next major step in a radio Continuing Revenue Growth Calls company's marketing strategy should take advantage of the medium's strengthening link to the Internet. As pre- For New Thinking in 1996 viously described in these pages, the interface between radio and the Internet via Web sites will take on new It's that time of year again. Most radio station owners meaning next year as an increasing number of broad- and group operators, along with network, syndication casters continue to find ways of melding the two medi- and national rep executives, are making final revisions ums to benefit those advertisers and listeners who are to next year's marketing goals, typically based upon either on-line or plan to be on-line. economic performance as well as competitive media By the turn of the century, the PC will eventually shifts and forecasts in the marketplace. When making become the consumer's all-in-one, interactive informa- last-minute changes, one should keep in mind radio's tion and entertainment center for voice/audio, video "new issues" radio as well as new areas of potential and data. The ability for radio stations and networks to business that this column has regularly addressed simultaneously send audio and format-related written throughout the year. content internationally through Home Page Web sites These issues include implementing database strate- on the Internet creates a new marketing forum for multi- gies, cultivating radio's interactive sales capabilities, national advertisers. including wireless electronic couponing through Radio One possible long-range effect of radio's participa- Broadcast Data System (RBDS) technology, and tion on the Internet is that it may gradually supplant expanding advertising bases with both infomercials and traditional international radio broadcasting, as in the other forms of tie-in media. form of shortwave radio. At the very least, these For all radio broadcasters, the end result of strategic kinds of transmissions (audio and data) over the planning should be to show advertisers and their agen- Internet will reinvent the concept of international cies and/or buying services the various kinds of market- communication. ing options available through the medium. This means radio station executives should approach both the oper- Other developments to watch ational and managerial aspects of today's commercial Here is a brief roundup of other key developments that radio environment with a new way of thinking and fresh will affect the economics of the U.S. radio industry in marketing ideas. Only then will the industry aggressive- 1996: ly advance itself within the surging telecommunications markets of the late 1990s. • Developing new ancilliary wireless data businesses Radio managers on all levels must have a more innov- and added advertiser services via RBDS technology for ative perspective on the business, particularly for both automotive and home use, including new high- increasing their revenue stream. The first step is adapt- speed FM data possibilities. ing PC-based information systems, including qualitative • Readying new satellite network services via new digi- research and listener-generated databases, to cus- tal audio broadcasting (DAB) frequencies, which could tomize selling and service. greatly impact local terrestrial radio broadcasting. These systems provide an initial framework for effec- • Emphasizing qualitative selling of listeners/con- tive multiple advertising opportunties, such as cross- sumers more acutely at both the local and national promoting with station magazines while creating inter- radio buying levels for pinpoint positioning in a rapidly active listener club promotions with local retailers. In expanding specialty retail marketplace. this way, marketers are offered different qualitative • Airing of more syndicated national shows, many of advertising vehicles to reach a highly targeted audience which originate from local stations (like WFAN New through a single station (or stations within a duopoly York's "Imus in the Morning" program), returning to with similar demographics). "personality" radio. Simply put, conducting daily transactions in the same • Broadening of specialized ethnic radio program- numbers-conscious fashion as in previous decades will ming and advertising. This is especially true of no longer yield lasting success. Although good relation- Spanish-language radio. Consider the recent merger ships between the buyers and sellers of radio broadcast of Caballero Spanish Media into The Interep Radio time remain a necessary element for maintaining sales, Store, as well as the sale of WPAT-FM in New York to radio's immediate advertising future will see business Spanish Broadcasting System and of WPAT(AM) to development strategies through multitiered, value- Heftel Broadcasting, which operates Spanish-lan- added marketing. guage stations.
December 1995 The Radio World Magazine 39 MANAGEMENT JOURNAL
Counterpoint: Do Large present pricing conditions. With soaring values being placed upon highly rated or strategically located sta- Mergers Really Work? tions in top markets, borrowing multiples have been reaching 15 to 20 times cash flow performance. This columnist noted an editorial appearing in Although radio has demonstrated its merit as a prof- BusinessWeek magazine recently (October 30, 1995), itable, sound media force during the past two years, suggesting that the new crop of mega-mergers across one that is poised for a healthy future, industry execu- all industries, including media, "may be enriching tives must not forget the debt-driven financing prac- investment bankers more than stockholders." The edito- tices of the 1980s to avoid an internal downturn (or rial states, in part, that "most companies aren't good at bank takeover). acquisitions.... Successful mergers are made after the Today, acquisition-minded broadcasters must seek deal is signed by combining corporate cultures and more equity financing/investing solutions including, as bureaucracies — an art form mastered only by a few. several station groups have already successfully Many companies simply pay too much for an acquisi- attempted, turning to the public market for funding tion. Others have misplaced notions about the chimera, through initial public offerings (IP0s). synergy." The article goes on to say that, "Many mergers are driven by management emotion — trying to be the biggest, wanting to be the best." In conclusion, the Trendformation: Employee BusinessWeek editorial says, "Done correctly, mergers and acquisitions are good for companies, stockholders Training Turns Academic and the economy. But too many are being done for the wrong reasons." Employee (in-house) sales training has always played When comparing the relationship of radio's new flurry of a critical role in the economic success of any service- major group deals with BusinessWeek's analysis, which oriented industry like radio broadcasting, especially makes some valid points regarding the long-term feasabil- given today's increasingly competitive marketplace. A ity of the corporate merger landscape, mergers within the number of companies, including some in radio, send aural medium hold several distinct advantages over other sales and marketing executives to noted business larger-scale and/or cross-industry acquisitions, including: schools for professional or certified training. However, • proper strategic and managerial synergy due to the many other companies are now looking to embellish same basic sales and marketing culture inherent to the their own training programs through college accredita- radio station industry. tion and/or corporate university degrees. • large measure of fixed operating costs, which can "This is certainly a trend in the '90s," observes translate into financial savings for many same-market, Jeanne Meister of Quality Dynamics, a New York City- duopoly situations. based human resources consultancy. These college • generally, better margins of profit based upon cash programs are customized or highly defined degree flow (excluding the recession of the early '90s) in com- offerings drawn from basic corporate management parison to many other service businesses. training courses. They can take several forms. •virtually continuous annual revenue growth (with only "Companies usually start the process by developing a couple of economic downturn periods) during the partnerships with local universities," says Meister. As an past 35 years. example, Meister points to American Express and Rio • more experienced radio dealmakers in the process Salado Community College in Phoenix who jointly today than in the industry's last major merger and developed a two-year Associate of Science degree in acquisition phase during the mid- to late-'80s. Customer Service Management. The program contains Meanwhile, the resulting consolidation from new radio 64 credits, 14 of which come directly from the American group marriages continues to level the field between Express training curriculum. It can be designed to meet the industry and advertising agencies, the latter of the needs of either general students or American which have fallen mostly under conglomerate owner- Express employees. ship during the past 10 years. And, due to a rebirth in A corporate university degree approach to sales train- syndicated/network personality radio that is attracting ing, particularly one involving ajoint arrangement with a new listeners to the medium, particularly to AM talk and local college noted for business, would give any radio FM rock outlets, the ratings for many stations have work force a comprehensive education in all facets of been in a significant upswing. The bottom line: marketing. It would produce a pool of more highly skilled Advertising rates for radio properties that are strong and dedicated (not to mention well-rounded) personnel. demographically are rising accordingly. Finally, Congress' new proposed provision for further Vincent M. Ditingo is a business writer and media con- lifting radio ownership restrictions in the Tele- sultant, as well as an adjunct assistant professor of communications Act of 1995 (still pending as of press communications at St. John's University in New York. He time) should be beneficial for radio markets of all sizes, authored the recently published Focal Press book, The generating more ownership opportunities and stronger Remaking Of Radio, which addresses the restructuring positioning against other media. of the radio business during the 1980s and early 1990s. If there is any potential threat to the immediate finan- Management Journal appears monthly in The Radio cial stability of radio's new structure, it is related to World Magazine.
40 The Radio World Magazine December 1995 tin] GZ/L2560 'hr ase :StereoGu -tar
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11( .View ANY invoice on-screen, no matter how old. When Buying or Selling aStation during 1( Combo buys entered on just one :order. This Pivotal Period, Timing Is Everything :Client billing histories limited only by -V •disk space (i.e., go back as far as Iyou like for any client). Custom log face scheduler "pope in your custom log faces automatically es, folks, it's that time again: time to This article, however, will discuss what to 11( on the days and hours scheduled ... renew your FCC radio license. For look out for if you are buying or selling asta- 'great for handling sports events, remotes, etc. ythose of you who have had your radio tion during the renewal process, and how to station since the last renewal cycle, it proba- avoid an unforeseen catastrophe when con- :Invoices, statements, amounts bly seems like just yesterday that you faced ducting adeal. receivable, billing histories, credit this process. But, believe it or not, seven histories, sales projections &avails, -i log reports, copy tear sheets and years have passed. For those of you who Upcoming renewal ,more...all viewable within scrollable bought your stations since the last renewal, These days, when adient comes to me to 1windows on-screen...all optionally do we have atreat in store for you! help buy or sell aradio station, the first thing •printed (way cool...save paper). . Generally, station owners must apply to Ido is check the FCC calendar to see when -- - 'Built-in compatibility with most major the FCC to renew their radio station licens- that station's license renewal is scheduled. 11( digital audio systems at no extra es every seven years. The commission stag- If the renewal is set to occur within the _1 charge. gers the renewal process by dividing the next 12 months, my alarm goes off. That is Built-in LAN support at no extra country and its territories into 18 separate not to say you should avoid doing adeal dur- If. charge. groups. Your state or territory will deter- ing that period, but there are important mine what group you are in, and that will issues to consider. Eight-station capability at no extra determine when you have to apply to renew The most obvious concern for abuyer is that 11( charge. your license. there may be something terribly wrong with No mandatory monthly fees. The renewal "cyde," as it is referred to in the station's license, or that the current own- 1/ Washington, lasts for about three years and er's record is so bad that it might prevent or is already underway. Stations in many mid- delay atimely renewal. Many clients respond CALI TODAY FOR YOUR FREE Atlantic and southeastern states, as well as by saying, "Hey, if Ibuy the station before the INFOPAK AND DEMO DISK! Puerto Rico and the Virgin Islands, have renewal, who cares if the last guy screwed up? already begun the process. The cycle will Iknow I'll be aresponsible station owner, and then slowly, over the next few years, wind its there's no way the FCC will penalize me for (800) 898.2545 way westward, and then in late 1997, will somebody else's screw-up." Wrong. circle back to New England, New York, New In fact, the FCC will look at the station's Jersey and finish off with Delaware and total record over the entire past seven years Pennsylvania in mid-1998. to determine the qualifications for renewal, There is much involved in preparing for regardless of the fact that the station may the license renewal process. Over the next have had several different owners during DOTOSTOR several months you will get an ear-full of that time. Therefore, it is essential that a INCORPORATED license renewal seminars, articles, checklists prospective buyer conduct athorough review and advisories from the NAB, state broad- of the station's public file and operating .1 casters' associations, the FCC and others. record before buying.
42 The Radio World Magazine December 1995 The Legend, Continues.
The Old Standard. The New Features. The M267 Mixer is more than the best selling mixer Without increasing the size, Shure was able to pack of the last ten years. It's the most versatile, the most in dozens of new features and improvements. The M367 durable, and the best performing. You trust it in your has all the features of the M267, plus: rack --- You trust it on the road. And while production •Input peak LEDs environments have changed, your mixer remained the •Detachable power teed same. Until now. •Two XLR outputs •Easy-access side battery compartment The New Standard •Headphone monitor circuit The new M367 Portable Mixer gives you all the •Output peak/limiter LED reliability and durability of the M267, plus alist of new •Balanced, 2-position mic buss features and improvements. Shure made it over 25 dB •Adjustable limiter threshold quieter with alow noise circuit -ideal for digital formats. •Battery/AC VU meter illumination They added two more mic/line inputs, bringing the total •Monitor input sensitivity selector to six. They added peak LEDs, and gave it 12 and 48-volt •Program/monitor input selector phantom power for your condenser mics. With the Shure M367 mixer, the standard has just What hasn't changed is its toughness. It's still made been raised. It's time you raised yours. with arugged all-metal chassis and manufactured in the USA with legendary Shure durability. Call BSW Today For Pricing And Additional Information
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Phone 800 •426 •8434 7012 27th Street West Tacoma, WA 98466 USA Fax 800 •231 •7055 Circle (207) On Reeder Service Card Another thing to watch out for is whether of obtaining arenewal expectancy, or else you were looking for if someone challenges there are any potential "troublemakers" who wait until after the renewal is granted to buy your license renewal. Also, check with your might challenge the license renewal. Under the station. Depending on the circum- bank before you sign adeal so close to current law, from the time the renewal appli- stances, the decision may be made by your renewal. Timing is everything. cation is filed, interested parties will have lender, who may insist that the license is three months in which to file achallenge, renewed before he or she cuts the check. Contract terms induding the right to file acompeting appli- Finally, when drafting acontract to buy or cation to actually steal away the license. It always amazes me how many broadcast- sell astation with an impending renewal, Moreover, the station will have to inform the ers out there do not know that the FCC will keep some of these problems and pitfalls in public of the pending renewal over the air, not allow alicense assignment or transfer mind. This column does not allow me the both before and after the application is filed. while the station's renewal application is space to offer aclinic on contract drafting, This notice will alert the public of its right to pending. Yes, you heard me right: will not but look out for the following. If you are review and challenge the application. allow! buying, make sure the seller's warranties dis- If the threat of achallenge does exist, you That means that if you plan to sign apur- close any problems that may affect the should carefully evaluate the risks to deter- chase agreement to buy or sell astation with- renewal. If you plan to close after the renew- mine whether there is any aspect of the sta- in, roughly, six weeks of the license renewal al, make agrant of the renewal application tion's past performance that would expose application filing date, and anticipate closing (without conditions and for afull term) a you to acredible license renewal challenge. on the deal within acouple of months, condition to closing. And make sure the sell- think again. On the average, Itell my er is required to do everything necessary to Renewal expectancy clients that it takes the FCC six to get the renewal granted. One defensive advantage that an incum- eight weeks to process along- Consider adding aprovision that bent licensee has over achallenger is an form assignment or transfer allows either party to terminate FCC license "renewal expectancy." Many of application, assuming no the contract if acompeting appli- you will hear this term thrown about and problems or challenges to cation is filed. This way the wonder what it means. Some people think the application. fight will be between the seller it's some kind of a certificate the FCC Given that time frame, if with arenewal expectancy and awards you, or astamp that goes on your you sign apurchase agreement the competing applicant. renewal application. In fact, it is neither of within six weeks of the renew- If you are aseller, check the these things. al deadline and immediately contract's expiration date. A renewal expectancy is an amorphous file your long-form assign- Don't guarantee aclosing in concept. It merely means that the FCC will ment application, there is a four months when you know it presume that an incumbent licensee with a better than even chance that will take at least three to get the clean record deserves to have his license the assignment will still be renewal granted. renewed. Such an expectancy is critical if the pending when it comes time Finally, whether you are a renewal application is challenged, because it for the station to file its renew- buyer or aseller, make sure the gives the application aleg up in acompara- al. If that happens, either the grant financing won't crumble if every- tive proceeding against arenewal challenger. of the assignment will be frozen in one has to wait for the renewal By and large, we only know if and when a time or the FCC will prohibit consumma- to be granted. licensee receives an expectancy when the tion of the transfer or assignment until after Stations are bought and sold during FCC issues awritten opinion granting that the FCC grants the renewal application, the renewal cycle with no less frequency renewal over the objection of another. As which will take at least four months, assum- than other times. An educated seller or buy- such, these written decisions are the only ing no challenges or problems. er will know the risks and structure the source of guidance for determining the Then, if there is aproblem with the renew- transaction, as well as draft the documents FCC's criteria for awarding an expectancy. al application that delays the grant, the in such away as to be protected and allow This we do know. Buyers who purchase a assignment will remain in limbo for as long the process to go smoothly. Still, you should station immediately before the license renewal as it takes to get the renewal application be careful when doing deals during the process run the risk of not receiving arenew- granted. renewal cycle. al expectancy. How long do you have to own During that time, sellers can't get their Also, bear in mind that we may have anew the license in order to acquire an expectancy? money, lenders get impatient, ratings plum- telecommunications law by the end of the This is unclear. As ageneral rule, we recom- met and contracts expire. It's anightmare. year that will dramatically change the rules, mend at least 12 months to be safe. Obviously, how you deal with this problem including aspects of the radio license renew- Remember that the renewal expectancy is will depend on whether you are buying, sell- al process. You have amoving target to keep valuable when your renewal application is ing or lending. Still, rule number one is: an eye on. Still, with the right preparation, challenged. Hopefully, even if you buy your check the renewal schedule. you should do just fine. station one week before the renewal applica- tion is filed, you'll sail through the renewal Check renewal schedule Frank Montero is acommunications attorney process without challenge and without ever If you are abuyer and you think you might and partner with the Washington, D.C., law knowing, or needing to know, if you would have just enough time to barely get your firm Fisher Wayland Cooper Leader and have earned an expectancy. assignment granted and close right before Zaragoza, L.L.P. He is aregular correspon- Still, if you think the license for that sta- the renewal date, don't forget your renewal dent for The Radio World Magazine. tion you are about to buy could face achal- expectancy. Being able to slip into the dri- Contact the firm regarding finance and FCC- lenge at renewal time, you may want to close ver's seat afew days before you file the related matters at 202-775-5662; fax: 202- as early as possible to improve your chances renewal application may not be the break 296-6518; or e-mail: [email protected]
44 The Radio World Magazine December 1995 The new Gary Burbank show syndication studios now equipped with Radio Systems' DDS Digital Delivery System.
The "Broadbank Burbcasting Corp." allow instant access and new syndicated program. is now in syndication with 17 stations transfer of the comedy Mr. Kenyon was receiving the Jacor Communications' cuts and liners that keep similarly impressed satellite distributed Gary Burbank this fast-paced show when he saw the Show live from its new studios exciting and unique. system asecond
eu rreimer.- equipped with the DDS Digital Chief Engineer, I: o time at last year's ^^ . Delivery System from Radio Systems Al Kenyon, chose World Media and Harris Allied. DDS when he saw Expo where The digital system utilizes eight the system at a Gary Burbank also Cart Machine emulators and three demo at the facilities of Harris Allied, saw and approved the system. Sound Slate 176-key, direct access Richmond, Indiana, where it worked Call Harris Allied toll-free for keypads. Spread across three studios "right out of the box." That's the de- complete details on aDDS Digital and two floors of the WLW facility in pendability and performance that the Delivery System for your station. Cincinnati, the system components show will rely on every day for the 1-800-622-0022 FAX 317-966-0623
HARRIS ALLIED
©1995 HARRIS CORP. Circle (BO) On Reader Service Card P R O MA X PROMOTIONS PROFILE
KSAN/KNEW Marketing Director Paul Miraldi: 'We Need to Find New Ways to Reach Listeners'
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
by Scott Slaven
The Promce Promotions Profile offers alook want to turn nickels, we can't spend as music more. Ilike country music but it was at the experiences and points of view of the freely, so we have to be alot more creative just where the opportunity presented itself. nation's top radio promotion professionals. with the money that we do get. Radio pro- This month: Paul Miraldi, promotions direc- motion used to be about how many bill- • Is a country format easier or tor for Shamrock Broadcasting's country outlets boards you could buy or how many bus Q•more difficult to promote than KSAN-FM and KNEW-AM in San Francisco. sides you could cover. But with decreased Top 40? budgets you have to spend more wisely. It's not easier, there are just different chal- • How have promotions changed since More stations are getting into one-on-one lenges. One thing Ireally enjoy about Q•you've been involved with them? marketing like direct mailings and faxes — country over Top 40 is that the country It has evolved alot in the last 10 years as all to create that one-on-one relationship radio artists really try to get close to the lis- abusiness. When Ibegan my college radio with the listener. teners — more than any other format that internship in 1985, budgets were never a I've worked in. There really is aspecial concern. Now, like any other business, we • Why did you move bond between listeners and the artists. Q•from the Top 40 for- mat to country? • Why do you think that is? Idid Top 40 for eight years Q• and got into country about Ijust think the country artists really two years ago. Iwas looking know what's important to the listeners for a new challenge. To grow that buy their records and go to their con- professionally, Iwanted to certs. Every single concert performer, experience new formats; it's from Garth Brooks to the newest act, is Sn not a matter of liking the always willing to meet the listeners. That's OUN PAUL MIRALDI
Title Marketing Director, IAN/KNEW San Francisco
Up the Ladder Marketing Director for country KSAN-FM/KNEW-AM, San Francisco, Feb. 1995-now. N Marketing Director for New Country 102, KEEY-FM, Minneapolis, Feb. 1994-Feb. 1995. UN Promotion Director at Top 40 KDWB-FM, Minneapolis, Aug. 1991-Feb. 1994. Manager of Entertainment Programming for ABC Radio Networks, New York, Oct 1989-Aug. 1991. Promotion Assistant, Advertising &Promotion Coordinator and Advertising & Promotion Administrator for WPI.J414, Capital Cities/ABC flagship station in New York, Oct 1986-Oct. 1989. Promotion Coordinator for MJI Broadcasting, New York, Jan. 1986-Oct 1986,
Choice Morsels Member of the the Country Radio Broadcaster's Agenda Oxnretee. Radio Committee member of PROMAX
Honors/Awards 1992 and 1994 Billboard Magazine Top 40 Promotions Director of the Year nominee. Selected as Billboard Magazine's Broadcaster of the Week, June 1994 —the first time in the column's history that aradio marketing and promotion professional had been profiled. 1995 Billboard Magazine Country Promotions Director of the Year nominee.
Education St John's University in New York, ELS. in Communications.
46 The Radio World Magazine December 1995 le Math for IGITAL
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Circle (158) On Reader Service Card not the case in other formats — occasional- even though I'm in acountry format, I'm Promotion on the Net ly, but not on aconsistent level. Country going to do a"Friends" promotion. It's listeners get to spend time with Alan identifying those top-of-mind things going "The promotion I'm most excited Jackson, Reba Maclntire, etc. From the on in the world right now. You have to be a about at the moment is our Web site, artist to management to the label, country good communicator, you have to be able to which has been up and running for music people just realize how important work with people and hold your ground. about two months now. It gives agreat radio and the listeners are, and they don't overview of the radio station and has take either for granted. • What new challenges will pro- more country music links than proba- Q•motion directors be facing in the bly any other site on the WWW — • Who's the best artist you ever coming years? more than 35. It also has up-to-date Q•did apromotion with? A constant challenge is managing the information on the Raiders and is That's tough to say, Iwas amazed at demands of sales promotion at radio sta- linked to the Raider's site. We're pro- Garth Brooks. He was one of the most gen- tions. Radio has gotten so good at doing moting it heavily on the air and are uine and real people Ihave ever met. He's sales promotions that deliver results for starting to get alot of e-mail feedback. the king of country, but he's areal guy and clients that unfortunately we've become On-line applicants can join the KSAN spent one-on-one time with the listeners. inundated. That's always achallenge and Club where they can get special discounts And he actually reached into his own wal- one Idon't see ever going away. and benefits. They can join on the spot — let and reimbursed our listeners for some T- Promotion directors also need to embrace their KSAN membership card is mailed shirts they had bought in the lobby! He new technology like the Internet It's anew back to them in aday; their membership was just so polite, almost bashful. way to create an interactive relationship with kit is mailed in acouple of weeks. your listeners. If people are spending time on "We read some of the e-mail on the air, • What does it take to be a good their computer, that means they are spending which gives us the opportunity to plug Q•promotion director? less time in front of the TV or out doing the site. And any outside ads will fea- A sense of humor. And being able to stop stuff. So we need to find new ways to reach ture our URL The site will be evolving on adime. So much of our job is related to them. If you haven't thought about this for every month as we get more insight current events. Doug Harris once said, your station, you're already behind. from listeners and people who visit the "Promotion is the exploitation of opportu- site from all over the world. You need to nity." You gotta take what you can. There's Scott Slaven is director of communications for , give people reasons for coming back." abig buzz about "Friends" right now so Prcrmax.
UNITED STATES Statement of Ownership, Management, and Circulation 11 Iseleetten Ittle hi ewe Oete for Orambon Den Beer POSTLIL SERVICE.. (Require by 39 USC 3685) The Radio World Magazine September 1995 CAA 2. Pubeaeon term 15• talent and wee. of Cleoutnem tror.:g" r• ". •?frnPd.1.2Ire= " ereez„.:::::,%..bear The Radio World Magazine o 7 2 _8 10101/95 5.4.755,8 lessem PA... meaty .enree Butecriplen Number of Cop« (Meese net 4. /elm %even' ..,.., 15,742 15,950 Monthly 12 free (1) SW" Thrown we«. sod GM., 5treel Vend., 7. Caren Meng berm of Kneen 00u of Publealen (Nel eve (ere« Pp counts Ma re ZIP44) Came Pence S. Fee ere. and Chum Se. (A.m.) Race.. Steven lenenven CO... (2) Ped or Remated MI Subecnotene 40- (lee* ...el. peel coped dexI ...eve cope«) 9,310 10,662 5827 Columbia Pike 0310 Falle Church, VA 22041 (703)998-7605
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48 The Radio World Magazine December 1995 • • • •• Classified Marketplace ••••• HELP WANTED PROGRAM SERVICES PROFESSIONAL CARDS
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December '1995 The Radio World Magazine 49 Facility Spotlight
WSOC-FM/WSSS-FM, Charlotte, N.C. Owner: EZ Communications Format WSOC: Country Format WSSS: '70s
Senior Vice President/General Manager: Gary Brobst Chief Engineer: Gary Morgan Production Director: Greg Moore Program Director WSOC: Paul Johnson Program Director WSSS: Don Schaeffer
Futuristic yet practical, the new state-of-the-art facility for WSOC-FM and WSSS-FM, the market's first radio duopoly, is equipped with cutting-edge broadcast technology. "EZ Communications continues its commitment to WSOC FM-103 and WSSS FM (STAR 104.7) by providing us with the newest and most advanced technology," says Senior Vice President and General Manager Gary Brobst. The $3.5 million facility, visible to the more than 115,000 cars that travel daily on 1-77, caters to the needs of on-air talent with many high-tech features. Both air studios are computer-driven studio information systems that provide air personalities with artistic information, current station pro- motional information and direct access to AP news. Three Denon 950 FA CD players and six cart machines are strategically placed to accom- modate the air staff's work space. The 480-square-foot studios are also equipped with four Marti receiver positions on the board. The studios were designed with individual comfort-controlled temperature gauges, 15-foot windows and full track lighting with dimmer switches. Four live microphones allow for group interviews and impromptu 'unplugged' sessions with visiting artists. Acoustical glass windows separate the studios and the two-person fully equipped news studio. Weather radar, security cameras, top-of-the- tower cameras and regular cable are all accessible on one of the four video screens in each studio. Three fully digital broadcast production studios house Eventide Harmonizer vocal effects processors and aDigital Generation System termi- nal enables the stations to download, via phone lines, commercials from national advertising agencies as well as just-released album cuts from record labels. The production studios feature two Macintosh-driven Pacific Recorders ADX workstations, which have digital editing and recording capabil- ities. Two Panasonic DAT decks are used to archive and store commercials. Each production studio also features Denon CD players as well as apair of two-track reel-to-reel decks. "As EZ moves WSOC FM-103 and STAR 104.7 into the future, we continue to break new ground to serve today's audience and the chang- ing needs of our listeners," Brobst says.
Facility Spotlight offers alook at innovative radio facilities. Share your cutting edge with us. Call Whitney Pinion at 703-998-7600. advertiser index
Page reader page reader Page reader number advertiser service number advertiser service number advertiser service
20 360 Systems 53 16 Essential Radio 41 35 Media Venture Partners 10 51 A-Ware Software 70 38 Ghostwriters 50 16 Motor Racing Network 132 1 ABC Radio 16 Group W Satellite 34 21 Musicam USA 5 2 Arrakis Systems 33 45 Harris Allied 80 23 Musicam USA 216 47 Audio Broadcast Group 158 16 Health News Feed Network 194 25 Musicam USA 212 43 BSW 207 36 Health Radio Network 214 22 National Public Radio 155 14 Broadcast Programming 87 36 Henry Engineering 72 15 Northeast Broadcast Labs 140 36 Broadcast Systems 4 29 ITC 96 17 Radio Spirits 203 5 Cutting Edge 12 18 lnovonics 43 41 Roland Corporation 129 42 DATASTAR, Inc. 7 Jones Satellite Network 124 37 Smarts Broadcast Systems 168 26,27 Galet Digital Media Systems 151 38 Ken R 101 28 Tapscan 92 32 Datawcrld 206 38 La Palma Broadcasting 13 The NASDAQ Stock Market 185 31 Digital Courier International 16 33 Major Broadcasting Network 195 49 Transcom Corp. 25 34 Enco 61 11 Media Venture Partners 177 52 Wheatstone Corp. 169
50 The Radio World Magazine December 1995 C
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