March 2012

Chair’s Column Are You A Proud Member By Bill Hurwitz hat an exciting time to Of Your Wbe a Wisconsin Broad- caster! On February 29th we had Broadcasters Association? the Radio Sales 101 Webcast t the risk of being presumptuous, while we real- with Chris Lytle, the response Aize we cannot take on the subjective nature of back to us was sensational! On your being “proud” or not – we can certainly hope April 4th and 5th (Waukesha) that you are. and April 11th and 12th (Stevens What we DO know, however, is that over 98% of Point) Mark Levy will be doing Wisconsin’s Radio & Television stations ARE indeed a sales workshop on “Grow- members of the WBA. ing Local and Direct Skill Sets”. This is a fast paced As part of the WBA’s Long Range Plan, under interactive session you and your Account Executives the Advocacy Module, the idea was brought about won’t want to miss. If you haven’t noticed by now, a (by a member station that already does this) to put huge emphasis from your Association is directed to sales the tagline “Proud Member of the Wisconsin Broadcasters Association” at the end of a training. There has ever been a time when your return station’s Public Affairs Programming. on your investment for being a part of the Association The WBA Board loved the idea and therefore, adopted the concept to recommend this means more, we know how important sales training is. to stations, as part of the WBA’s newly adopted Long-Range Plan. Make sure you take part. Here are a few tools/ideas to get you started (of course, these suggestions are purely The 2012 Walker Broadcast Institute is May voluntary). 15,16, and 17. Sign up by April 1 to get the reduced rate! Enrollment is limited to the first 35 applicants. 1. Proud WBA Member door/window decal: It will look fantastic on your station’s front The Walker Broadcast Institute is now in its 15th year, door, your station vehicle windows, etc.! These were given out at the Winter Conference having completed its first four, three year management this past January and also as part of a recent mailing to General Managers. However, if education cycle in 2009. The 2012 Institute marks the you have not already received one (or….if you’d like another), just let us know. We’re third year of another three year cycle and is designed more than happy to send you one. for broadcast managers and those seeking of being prepared for broadcast management positions. 2. Proud WBA Member “graphic” for your website and/or any promotional materials that License renewal 2012, it doesn’t get any more im- you might have. There are two styles to choose from. You can download the graphics portant that. REMEMBER, YOUR WBA IS AT YOUR at www.wi-broadcasters.org (Under Members Only, Proud Member) SERVICE ALL THE WAY THROUGH. Don’t hesitate to call us, or Email us with your questions, we’ll help you 3. In addition, we would ask that you use the wording “Proud Member of the Wisconsin get the answers you need, and in a timely fashion. Broadcasters Association” in any public affairs programming, etc. that you offer. th th March 13 and 14 we will again be in Washington Any other ideas? Just let us know – we’re more than happy to share these ideas with D.C. lobbying on your behalf on issues that are critical other Wisconsin stations. to every radio and television operator in the state. This Please know that WE are proud to have YOU as a WBA Member. is a very important trip and if you’re not coming with us this year, now is the time, believe it or not, to plan your 2013 trip to D.C. This is a trip EVERY broadcaster should take. This March 2012 edition of the Wisconsin Broad- •• caster is full of information you can use. Please take • The Wisconsin Broadcasters Association some time to read through it. Here’s to wishing you all good luck, good health, and great . And, Cordially Requests You To remember, Michelle, her staff and your Wisconsin Save The Date: Saturday, May 5, 2012 Broadcast Association is always here to answer your questions, support your industry, and have your back. Awards for Excellence Gala 2012 WBA Sales Workshops Dinner & Reception Madison Marriott Register NOW! See Page 4 Sponsored by the Wisconsin Army National Guard Statewide Tornado Drill – April 19 Wisconsin’s First 2012-2013 OFFICERS “Live-Code” Test Chair of the Board n cooperation with Wisconsin Emergency Management, the National Weather Service will conduct BILL HURWITZ Ia test of the real Tornado Warning EAS Code on April 19, 2012 as part of Tornado Awareness WMCS-AM/WLDB-FM/WLUM-FM, Week. The State of Wisconsin has received a waiver from the FCC to use the actual EAS Tornado Warning Code for this statewide test. If there is a threat of severe weather, the test will be postponed Vice Chair - Television/Chair Elect until April 20, 2012. DEAN MAYTAG  WISN-TV, Milwaukee This drill will utilize “live activation codes”, therefore, it is critical that you know the role of Vice Chair - Radio your station in participating in this drill and how you can educate the public to minimize any possible Kelly Radandt confusion or concern, and make the test as effective as possible. Woodward Communications As this will be the first time Wisconsin has initiated a “live-code” test for Tornado Awareness Appleton/Green Bay Week, let me provide a bit of background. The Wisconsin EAS Committee, of which your WBA is a part, met on May 20, 2011. At the meeting, Wisconsin Emergency Management and National Treasurer Weather Service strongly suggested that Wisconsin use a real Tornado Warning (TOR EAS Code) Scott CHORSKI for the Tornado Awareness Week Drill in April, 2012. While not all states participate in Live Code WKBT-TV, La Crosse Testing, we did find that all of our surrounding states do a Live Code TOR test (, , Secretary and ). After much Board discussion, the WBA Board voted unanimously at their June, 2011 Jeff Tyler meeting to support Wisconsin doing a Live Code TOR Test. The FCC requires a waiver for Live Clear Channel Radio, Madison/Milwaukee Code Testing which requires a public awareness/information campaign be conducted via broadcast, cable, and print media. We have filed for and have been granted a waiver for live code testing by the Immediate Past Chair FCC, two parts remain to be accomplished; our participation in the public education program and TOM KOSER the test itself. WAQE-AM/FM & WJMC-AM/FM/  WKFX-FM, Rice Lake While the audio of this test will repeat several times in the script “This is a Test”, because the real President & CEO EAS Tornado Warning Code is being sent the crawl on TV stations and cable systems will read “A MICHELLE VETTERKIND, CAE See TORNADO DRILL on page 5 [email protected] Vice President - Administration LINDA BAUN In Fight Over Spectrum Provisions, [email protected] Broadcast Industry Picks Up Key Wins 44 E. Mifflin Street, Suite 900 By Paul Barbagallo - Wednesday, February 22, 2012 Madison, WI 53703 Phone: (608) 255-2600 ith the passage of a 10-month payroll tax cut extension, the broadcasting industry emerged Toll Free: (800) 236-1922 Wrelatively unscathed from one of its biggest political and policy battles in years. For nearly two years, the National Association of Broadcasters lobbied aggressively against leg- FAX: (608) 256-3986 islation authorizing voluntary incentive auctions, by which the Federal Communications Commission Website: www.wi-broadcasters.org would reclaim NAB members’ airwaves and auction them off to the highest bidder, sharing some of BOARD OF DIRECTORS the proceeds with the TV stations that volunteer to return their spectrum to the government. TOM ALLEN LUPITA MONTOTO In the end, Congress included a version of that legislation in its compromise deal to extend the WKOW-TV WLMV (La Movida) payroll tax holiday. Lobbyists for every conceivable interest that could be affected swarmed over the Madison Madison Capitol, but it was the broadcast industry, noted one lobbyist, that “got nearly everything it wanted.” DAVID BOOTH Mike O’Brien Industry observers and analysts credit Rep. Greg Walden (R-Ore.), chairman of the House En- WXOW-TV WCLO/WJVL ergy and Commerce Communications Subcommittee and a former broadcaster, for including several La Crosse Janesville broadcaster-friendly provisions in the bill. No Mandatary Relinquishment MALCOLM BRETT DICK RECORD Arguably the most significant concession was one the NAB had argued for from the begin- WI Public TV/Radio ning—making the giveback of spectrum purely voluntary. Although the Temporary Payroll Tax Cut Madison La Crosse Continuation Act of 2012 (H.R. 3630) stipulates that about $15 billion of the $30 billion extension in CARMELYN DALEY JON SCHWEITZER unemployment benefits will be paid for with the proceeds of the incentive auctions, nothing in the measure WFRV-TV will force TV broadcasters to relinquish their airwaves. As the bill is drafted, broadcasters can either Green Bay Sheboygan turn in their spectrum for cash compensation or vol- NANCY DOUGLASS Nancy Stillwell WLKG-FM Media Institute untarily relocate to another Lake Geneva Madison frequency. The FCC intends DON GRASSMAN STEVE WEXLER to shuffle some stations Results Broadcasting Journal Broadcast Group around in the band to cre- Shawano Milwaukee ate contiguous blocks of SCOTT LOPAS VANESSA YOUNGER spectrum, which are more wtkm am/fm WBUW-TV desirable to wireless car- Hartford Madison riers, the likely bidders in Ex Officio - NAB Board an incentive auction. To Roger Utnehmer compensate broadcasters DoorCountyDailyNews.com, Sturgeon Bay See SPECTRUM on page 5  Wisconsin Broadcaster President’s Column By Michelle Vetterkind, CAE s he announced he would at our Winter Conference in January, on AFebruary 13, Rep. Joel Kleefisch (R – Oconomowoc) put out the co-sponsorship memo for LRB 3510 (Sales & Property Tax Exemptions WBA Calendar for property used by commercial radio and television stations). This was sent to all members of the Assembly and Senate at the State Level. Of Events In addition, Senator Glenn Grothman has graciously introduced a companion bill in the Senate (SB 527). The bill has the same lan- MARCH 3, 2012 guage as the Assembly bill which should come out anytime now and WBA Student Seminar also has the same listing of 29 bi-partisan co-sponsors). In what ended up being a tremendous grassroots effort, in FIVE Madison Marriott days….only FIVE short days, YOU were able to get 29 BI-PAR- TISAN CO-SPONSORS (representing BOTH ASSEMBLY AND SENATE) to sign on in MARCH 13 & 14, 2012 support of Wisconsin’s free, over-the-air, local broadcasters! That speaks volumes about the relationships YOU have with your Elected Officials. WBA DC Trip When I went over to the Capitol last week to personally thank all of our co-sponsors, the talk was definitely about how impressive this list of bi-partisan co-sponsorship is. APRIL 4 & 5, 2012 Take a look at this list: Sales Workshop (Levy) Co-sponsors (LRB 3510/SB 527) Country Springs Hotel, Waukesha Rep. Garey Bies – R Rep. Ed Brooks – R Rep. Steve Doyle – D April 11 & 12, 2012 Rep. Mike Endsley - R Sales Workshop (Levy) Rep. Andre Jacque – R Rep. Andy Jorgensen – D Holiday Inn, Stevens Point Rep. Joel Kleefisch – R (Sponsor) Rep. Joseph Knilans – R April 19, 2012 Rep. Dale Kooyenga – R Rep. Tom Larson - R Statewide Tornado Drill Rep. Dan Meyer – R “Live-Code” Test Rep. Lee Nerison – R Rep. Jerry Petrowski – R Rep. – R MAY 5, 2012 Rep. Mark Radcliffe – D WBA Awards Gala Rep. Roger Rivard – R Rep. Richard Spanbauer – R Madison Marriott Rep. Patricia Strachota – R Rep. – R May 15-17, 2012 Rep. Robert Turner – D Rep. Josh Zepnick – D Walker Broadcast Management Institute Rep. Bob Ziegelbauer – I UW-Madison Senator Tim Cullen – D Senator Glenn Grothman – R Senator Dave Hansen – D May 16, 2012 Senator Jim Holperin – D Graduate Institute Senator Neal Kedzie – R Senator Frank Lasee – R UW-Madison Senator Dale Schultz – R JUNE 20-21, 2012 So – what happens now? The draft has been submitted to the Chief Clerk’s office with a “rush” request to have it WBA Summer Conference given an AB (Assembly Bill) number and then referred to the appropriate committee. From Radisson, La Crosse there, the Committee Chair will need to schedule a public hearing for this bill, at which point his/her office will notify Rep. Kleefisch’s office. From there, we will be given a heads up to that we can prepare to testify at the public hearing. July/August (TBA), 2012 From there, the Committee needs to hold an Executive Session to vote the bill out and WBA’s Doug Chickering have it referred to the Rules Committee, where it would then be scheduled for a floor vote. Sports Workshop While it is said that less than 25% of Bills that are introduced become law (the major- ity die in Committee), and…yes, time is running short for this Session, we do still have a chance. Just remember, when we first looked at doing this, we thought we had a 10% chance OCTOBER 9-11, 2012 of this succeeding. Quite frankly, we are already so much further than we ever thought we’d be. That is because of YOU! Broadcasters Clinic What can you do in the meantime? Madison Marriott Hotel Continue to contact your Elected Officials. While the co-sponsor list is final, there’s still room to ask for support (many have also said that while they would not sign on as a co- sponsor, they would support us in their vote in either committee and/or on the floor. When January 23, 2013 a public hearing is assigned, it will probably be with short notice. We would like as many WBA Winter Conference broadcasters as possible to be there in support! And…last but not least, don’t forget to thank Concourse Hotel, Madison those who have signed on in support! Stay tuned….. You’re the BEST!!! You should be very, very proud!!!

March 2012  2012 Sales Workshops Presented by Mark Levy Wednesday, April 4 - Thursday, April 5, 2012, Country Springs Hotel, Waukesha -OR- Wednesday, April 11 - Thursday, April 12, 2012, Holiday Inn, Stevens Point Registrations Opens at 9:00 AM - Sessions will be from 10:00 AM - 3:30 PM (Breaks and Lunch Included) WEDNESDAY TOPICS Mark Levy Bio Mark “Sparky” Levy, President and E.O.C. of I Work Here . . . But What Is It That I Do? This class answers that question by cover- Revenue Development Resources, Inc., has nearly ing key concepts behind consultant-style selling. thirty years of expertise in solving problems and making money for direct clients and broadcasters. This Is Me At Hoover Dam. And This Is Me At The Grand Canyon . . . If there Working for both the public and private sector, is anything worse than being forced to watch the neighbors’ “travel” videos, we Mark has served in capacities as diverse as top don’t want to know what that is. Unfortunately, we do the same thing when we talk billing account executive, sales manager, general about the features of our stations instead of the benefits. You’ll learn the differences manager, COO and “Emperor of Change,” a title between the two as well as how to make your story better. by which he is still known to many in the industry You Have to Kiss a Bunch of Frogs to Find a Prince. It’s the same with pros- today. pecting! We’ll help you develop an effective prospecting strategy (including social Mark’s expertise at helping broadcasters grow media) so you’ll spend more time with prospects instead of suspects (think, “telling revenue has allowed him to help thousands of broadcast sellers and managers your story to the right people”). We’ll also address selling with and against a variety alike grow their sales and management skill sets, and most importantly, their of media as we discuss, “reallocation of resources!” revenue. As past Vice President and General Sales Manager of the Radio Ad- And Behold, A Green Rider Came Forth . . . And His Name Was Gumby! Did vertising Bureau, Mark was one of the most in-demand sales and management you ever make a call and it just didn’t “feel” right? We’ll teach you how to recognize trainers. His abilities to teach, train, and motivate, while thoroughly entertain- and sell each of the many personality types! And as you master this skill set, you’ll ing his audience, have led him to be a frequent presenter at RAB, National see your clients looking at you in a whole new way. (Think, “Making sure the stories Association of Broadcasters, International Idea Bank, National Association of you are telling your clients do a better job of getting through to them). Black Owned Broadcasters and Broadcast Education Association conferences, numerous state broadcast organizations and internationally in Barbados, Canada, THURSDAY TOPICS the Cayman Islands, Guatemala, South Africa, and Trinidad. Mark’s has also consulted numerous television groups and held the position of sales manager The Job Of Management And Finding The Time to Get it Done. Yes, you work at of a newspaper. the station. But what is it that you do that really matters, and how can you get it all Because of his extensive successful experience with inventory manage- done? We’ll offer some suggestions that have helped others clarify what really needs ment, cross-platform marketing, and the daily issues of running successful to be done in an amount of time that actually allows them to have a life! media properties, Mark delivers a “been there, done that, survived it, learned Painting The Sales Department Monster. In this day and age, there’s a large focus from it and made the most of it” approach that leaves his audiences grateful for on sellers selling digital, texting and other marketing opportunities. But, sellers must his training and presentations, and wanting more as well. This has translated first know how to sell! We’ll look at topics you can train your team on to make sure into literally millions of dollars in sales for direct clients and the media entities they have their act together, and that all your clients know it! and sellers who call on them. Holding Your Sellers Accountable, Without Holding Yourself Hostage. In manage- One of a handful of Certified Radio Marketing Experts, Mark is a two-time ment, you have to get things done through others . . . and that isn’t always the easiest winner of the McVay Media “General Manager of the Year” award. Even more thing to do, especially since when they don’t do it, the reflection is on you. We’ll share importantly, Mark has seen many of his former employees rise to DOS, GM, some things others have done to successfully keep their team on the road to success and consultant positions across the country. without gaining the reputation for being some kind of “Napoleon” or “Darth Vader!” Mark has served on several volunteer industry boards, including the RAB Problem Solving For Management. Problems? In a broadcast property? Surely Small Market Advisory Committee and the St. Jude Children’s Hospital Radio you jest! Well, for those times when one or two sneak up on you, will discuss some Board. He lives in Dallas with Holly, his wife of twenty-eight years. They have systems, strategies and tactics to help you deal with them. We’ll also spend some time two grown sons, Tyler and Cody, and a black “schpoodle” named Max. A former solving some common “sample” problems. horse jockey and an avid drummer, Mark has played in and recorded with a wide variety of bands for over 35 years. He is a collector of antique drums and Open Discussion. Anything on your mind? Bring it with you and we’ll see if we can a “wishful” collector of large fish. help you address it! Country Springs Hotel, Waukesha Holiday Inn, Stevens Point Wednesday, April 4, 2012 Wednesday, April 11, 2012 Thursday, April 5, 2012 Thursday, April 12, 2012 or Both Days or Both Days WBA Member One Day $25.00 WBA Member Two Days $50.00 Non-Member One Day $90.00 Non-Member Two Days $180.00 Broadcasting Student One Day $20.00 Broadcasting Student Two Days $40.00

Registration is available online at www.wi-broadcasters.org PLEASE NOTE: Because we have to guarantee a meal count, the WBA will not refund any cancellations made after Tuesday, March 20, 2012. We will also invoice for all “no-shows”*

 Wisconsin Broadcaster LIVE CODE from page 2 RAB Webinars Tornado Warning has been issued for…”. Thus we ask that TV broadcast- ers and cable operators making the decision to air the test should display March 8, 2012 a “This is a Test” graphic behind the crawl. Accountability For Managers & The test will be originated on NOAA Weather Radio (NWR), and Salespeople will be relayed via the State Relay (SR) and Local Primary (LP) stations. The EAS “TOR” Code will be sent independently by all five NWS offices June 14, 2012 serving Wisconsin, following the schedule below. Broadcasters and cable The AE of the Future operators that monitor SR or LP stations from multiple EAS Operational Areas or directly monitor NWR from another EAS Operational Area may August 9, 2012 receive more than one Tornado Warning alert; since these alerts are sent ROR vs ROI independently from each NWS office they will not be recognized by EAS units as duplicates if alerts are received from two different EAS Operational November 8, 2012 Areas. It is also possible that some NWR stations may broadcast more Co-op and Manufacturer Funded than one TOR Code as some NWR stations serve counties from more than one NWS office. Advertising This will be the schedule for April 19, 2012 (or if there is severe RAB Webinars weather on April 19, test will be conducted on April 20, 2012) Webinars are FREE to WBA Members. 1:00PM – Tornado Watch “TOA” EAS Code issued 1:45PM – Tornado Warning “TOR” EAS Code issued by all NWS offices serving Wisconsin counties* Sales Training Originator Code: WXR EAS Code: TOR At A Glance 2012 EAS Duration: 15 minutes *This test is being coordinated with the State of Minnesota. Stations Wednesday & Thursday Sales Workshop (Levy) in the border area will receive both Wisconsin and Minnesota counties in the same coordinated TOR Tornado Warning EAS message at 1:45PM. April 4 & 5 Waukesha  Wednesday & Thursday Sales Workshop (Levy) If you have not already, please respond by e-mail to Vice President April 11 &12 Stevens Point Linda Baun at [email protected] to indicate you have received this message, have passed this information along to all relevant staff Thursday, March 8 Accountability For Managers & Sales- (including station meteorologists), and will participate in the test and people (RAB) the public notice prior to the test. NOTE: Public Notice on your end will begin one week prior to the Thursday, June 14 The AE of the Future (RAB) test (PSA’s, mention in your news stories, weather reports, etc.). ALSO: as this is the week of NAB, key staff may not be available. Thursday, August 9 ROR vs ROI (RAB) SPECTRUM from page 2 Thursday, November 8 Co-op and Manufacturer Funded for such costs, Congressional leaders have set aside roughly $1.75 bil- Advertising (RAB) lion. What is more, in lieu of accepting money from the FCC for relocating, broadcasters could seek a waiver of the agency’s service rules to “provide services other than broadcast TV services,” so long as they provide at least one TV program stream. According to the National Association of Broadcasters, between 900 and 1,200 TV stations likely will have to change channels as a result of “repacking”—squeezing remaining stations into a smaller band. Among the possible expenses are new ($750,000), new antenna and transmission lines ($200,000-$750,000), new filters ($100,000- $300,000), new combiners ($100,000-$300,000), and reinforced towers or new towers to handle a larger antenna ($200,000-$1.8 million), the NAB has said. Preserving Coverage Meanwhile, provisions in H.R. 3630 will require the FCC to make “all reasonable efforts” to preserve the coverage area and population served by each broadcast TV licensee. PCS The bill also prevents the FCC from involuntarily reassigning a Russ Prieve broadcast TV licensee from a UHF channel to a VHF channel or from a Erection Manager/ Cellular Project Manager Erection channel between the frequencies from 174 MHz to 216 MHz to a channel Mobile: (608) 575-2888 Two Way between the frequencies from 54 MHz to 88 MHz. Microwave Last, there is a broadcaster-pushed amendment in the bill offered by Reps. John Dingell (D-Mich.) and Brian Bilbray (R-Calif.), that will guar- antee continued viewer access to TV station signals along the Canadian and Mexican borders. Ultimately, the will have to engage in a treaty process with Canada and Mexico to reclaim airwaves affecting Antenna & Tower Service Since 1968 these areas. 4587 Hwy. TT “Our concern all along was that this would morph from voluntary to Sun Prairie, Wisconsin 53590 Phone: (608) 837-9050 involuntary,” Dennis Wharton, a spokesman for NAB, told Bloomberg www.wave-com.com Fax (608) 825-9050 See SPECTRUM on page 6 March 2012  Foundation Report 2012 Walker Broadcast WBA Foundation Management Institute Educational Support Sign up by April 1 to Get The Reduced Rate. Grant Program Use Enclosed Form to Register… Taking Applications Now!! n 2006, the estate of William R. Walker graciously donated funds to endow the WBA IFoundation Management Institute. The gift is the largest single contribution ever received n 2000, the Wisconsin Broadcasters Association Founda- by the Foundation. Ition Board of Directors created an Educational Support The Walker Broadcast Management Institute will be held in Madison, May 15-17, Grant Program to award up to $10,000 annually to assist 2012. Enrollment is limited to the first 35 applicants. The Institute fee is $595 for the non-profit college and technical school broadcast educa- first two persons from the same company and $400 for those over three from the same tion programs in acquiring equipment, hardware, software, company. A special fee of $525 will apply to all applications received before April 1st. and/or other teaching materials that are necessary to con- Fees include the classes and evening presentations, all materials, 3 nights lodging, daytime duct broadcast education programs and promote careers meals and two evening meals. in broadcasting. The Walker Broadcast Management Institute is now in its 15th year, having completed We would like to invite communications educators to its first four, 3-year management education cycle in 2009. The 2012 Institute marks submit grant proposals for 2012 and to spread the word about the third year of another 3-year cycle and is designed for broadcast managers and those the Foundation’s Educational Support Grant program. seeking or being prepared for broadcast management positions… The program has generated such good responses in the quality of applications, that in the first 10 years, the May 15, 2012 Foundation Board actually approved $120,300 in grants. Creativity For 2011, the WBA Foundation Board approved five grants • Explore creativity – What is it? What encourages it? What limits it? totaling $10,132. • Are you an adaptor or an innovator? Why do effective organizations need both? The following is a list of guidelines for the 2012 Edu- • Complete a self-assessment of your seven intelligences, each of which can be a creative cational Support Grant Program: asset or an opportunity for development • Apply your seven intelligences in the creation of a new broadcasting station 2012 Educational Support Presented by Robert Shaver, Executive Education, UW-Madison School of Business, is responsible for the development and delivery of training in coaching, conflict resolution, Grant Program creativity, futures, instructional skills, leadership, management of change, motivation, Grant Pool: Up To $10,000 Annually performance management, presentation skills, problem solving/decision making and Number of Grants: Variable within the $10,000 limit survey design. His clients have included: American Bar Association, American Red Cross, Grant restrictions: Grants can be used for equipment, Apogee Wausau Group, Aqua-Clem, Caterpillar, CUNA Mutual Group, P.H. Glatfelter hardware, software or other materials used in teaching in Paper, Promega, Swiss Colony, Viking Insurance and the Wisconsin Farm Agency. broadcast education programs and/or to promote careers in broadcasting. The support equipment or materials acquired May 16, 2012 can be used in either the classroom or in broadcast facilities. AM - Managing Your Stress Before It Manages You No part of any grant can be used to fund financial support • Assess your personal stress symptoms for faculty or support staff. • Develop options to minimize your significant stressors Matching & Other Participation Requirements: PM - How to Spring the Time Trap There are no requirements for matching funds under the • Analyze key time wasters program, however, the presence of matching funding or the • Review time management tricks, such as the “swiss cheese approach” to large projects integration of grant monies in a larger spending program Presented by Deborah Spring Laurel, trainer and consultant in the areas of workplace will be taken into account by the Foundation. learning and performance improvement for over thirty years. Her workshops build practi- Consideration to the Foundation: A regular annual cal skills using highly participatory activities. report for a period of at least 2 years to the Foundation May 16, 2012 (evening) Board regarding the progress of students for 2 years after Dinner with group – with speaker (previous speakers have included former Wisconsin they leave the grantee’s program is requested. Appropri- Governor Tony Earl, former Congressman Scott Klug and Shirley Abrahamson, Chief ate recognition, in an ongoing fashion, of the Foundation Justice of the Wisconsin Supreme Court) grant is requested and grant applications should include a statement indicating how this will be accomplished. May 17, 2012 2012 Deadline: Grant Applications must be received Marketing in the Foundation Office, 44 E. Mifflin Street, Suite 900, • Which should I use – the new marketing or the “tried and true” marketing? Madison, WI 53703, by Friday, April 20. (Grants will be • What does your competition look like from your customer’s perspective? awarded by June 24 and grant funds may be disbursed upon • How can you manage customer relationships? request any time after the awards are announced.). • How do you balance the price/value equation? • Where does your company’s “perceived quality” come from? SPECTRUM from page 5 Presented by Linda M. Gorchels, managing director of executive marketing seminars BNA in a phone interview about the legislation. “If not in Executive Education, the School of Business, UW-Madison, not only teaches market- enough stations volunteer, then are the [wireless carriers] ing topics, but also has profit-and-loss responsibility for a successful “product line” of going to say ‘Well, we tried voluntary. Let’s try involun- educational programs. She has provided corporate training for organizations such as tary and force them off these airwaves’? That’s why the AMOCO, Caterpillar, Cow Corning, GE Medical, Cutler-Hammer, Beckman Coulter, protections built into the legislation are so important to Trane, Kimberly-Clark, Siemans, Motorola Information Systems Group and Newell broadcasters because that mitigates the opportunity for a Corporation, as well as facilitated strategic planning sessions for several organizations forced reclamation process.” and has provided counsel in pricing and product management implementation. See SPECTRUM on page 7  Wisconsin Broadcaster Educator’s Column WBA Saves The Day! WBA Renews American Red By Sandy Ellis Journalism Chair, University of Wisconsin-River Falls Cross Partnership ecent surveys indicate Americans are critical of the news media. That’s he WBA has renewed its agreement with the American Red Rprobably not news to you, however. It seems like everyone is unhappy with Cross to help raise funds and awareness for major Red Cross the ‘news media’ these days. T disaster relief efforts in the state. The partnership, called “WBA According to the Pew Research Center, three-quarters of those surveyed Saves The Day,” was formed in 1998. It has been renewed every said the news media can’t get their facts straight. Slightly more than that (77%) year - most recently at the WBA Board Meeting in January. say news media are biased, favoring one side over another. Even more (80%) Through the “WBA Saves The Day” partnership, WBA member question the independence of journalists, indicating their belief that the news radio and television stations agree to provide one day of public media are influenced by powerful people and organizations. service programming within three days of a major state disaster RTDNA (Radio Television Digital News Association) serves the electronic to support Wisconsin Red Cross disaster relief operations that are news profession and has more than 3,000 members. The first line of its ethics code expected to exceed $50,000. states: The agreement has been activated numerous times over the Professional electronic journalists should operate as trustees of the public, years: to support Red Cross disaster relief efforts for flooding, seek the truth, report it fairly and with integrity and independence, and stand tornado damage, and windstorm damage in Wisconsin. accountable for their actions. In addition, the agreement was activated after the September So that criticism of news media as inaccurate, unfair and biased crashes 11 tragedies where WBA helped raise $12.5 million in total efforts directly into the core mission of journalists as defined by the leading organiza- in the state of Wisconsin. tion of people working in electronic news. In 2001, the WBA received the Red Cross’ Excellence Award for If this were a joke, the punch line would follow, “I have good news and In-Kind Support. This award is given at the state level and recognizes bad news. Negative opinions of the news media are at an all time low… but the outstanding work of an organization in support of the mission Americans trust news media more than they trust Congress.” of the Red Cross. Also, in 2003, the Red Cross presented the WBA Local news organizations ranked higher than national news organizations fol- with an award that was part of their Disaster Partners program as a lowed by state government, the Obama administration, federal government agencies, result of our continued commitment to the program, as well as the business corporations, Congress, and last, candidates running for office. resources we provide. When asked where they get most of their news, people surveyed last fall (by Princeton Survey Research Associates International) indicated TV as the top source (70%), followed by print (40%), online (34%), radio (22%) and social Spectrum from page 6 media (8%). The numbers don’t add up to 100% because survey participants were asked to choose two sources from the list. The broadcasters’ spectrum has been held by the wireless indus- If there’s any reassurance to be pulled from these figures, it’s that Ameri- try as “beachfront property,” suitable to solve what FCC Chairman cans look very differently on their own sources of news compared with news Julius Genachowski has termed a “looming spectrum crunch”from media in general. Their main sources of news get it right, according to 62% of increasing consumer demand for bandwidth-hungry smartphones those surveyed. Local news organizations were trusted a lot or some by 69% of and tablet computers. respondents compared with 59% trusting national news organizations. The FCC is seeking to reclaim as much 120 MHz of spectrum And here’s the important takeaway from all these statistics. People who live in from broadcasters, to increase the amount available for mobile communities across the country believe in and rely on their friends and neighbors broadband applications by about 22 percent. who work in news at the local TV stations, radio and newspapers. They not only According to industry estimates, between 300 and 400 TV sta- count on these journalists to provide the information so vital to their daily lives, tions would need to be cleared to repurpose 120 MHz. they trust the news people who work in local TV, radio and newspapers. To date, not one major TV broadcaster has publicly said it would The press has a huge responsibility as a result of the special freedom provided give back spectrum. by the First Amendment to the Constitution: Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Govern- ment for a redress of grievances. Those of us teaching journalism classes em- phasize the importance of an informed electorate and the role that journalism plays. We remind our students that the press is responsible for serving as a watchdog on government and on business, whether large or small. That’s why it’s so important for local news to cover city and town councils, school board meet- ings, planning commissions and any other division of government that’s funded by taxes. Student reporters are sometimes baffled by the structure and processes involved, but with a little practice it starts making sense. And when they graduate from college and become residents of the areas in which they report, they suddenly appreciate the responsibility the press holds even more. Broadcasters have always recognized the need to serve their communities. Local news can offer much toward meeting that goal.

March 2012  2012 Roster Of WBA Members (As of 2-29-12 when the Wisconsin Broadcaster went to print) Radio: (Duluth, MN) WJMC-FM, Rice Lake WOKY-AM, Milwaukee WSHS-FM, Sheboygan WACY-TV, Green ASCAP KDWZ-FM, Superior WECL-FM, Eau Claire WJMQ-FM, Shawano WOLX-FM, Madison WSJY-FM, Janesville Bay/Appleton Broadcast Management (Duluth, MN) WEGZ-FM, Washburn WJMR-FM, Milwaukee WOMT-AM, Manitowoc WSLD-FM, Whitewater WAOW-TV, Wausau Strategies KFIZ-AM, Fond du Lac WEKZ-AM, Monroe WJMT-AM, Merrill/ WORQ-FM, Green WSPT-AM, Stevens WBAY-TV, Green Broadcast Music Inc. KUWS-FM, Superior WEKZ-FM, Monroe Wausau Bay/Appleton Point Bay/Appleton Broadcasters General WACD-FM, Antigo WEMI-FM, Appleton/ WJOK-AM, Green Bay WORT-FM, Madison WSPT-FM, Stevens WBME-TV, Milwaukee Store WAGN-AM, Marinette Oshkosh WJQM-FM, Madison WOSH-AM, Appleton/ Point WBUW-TV, Madison Brown College WAPL-FM, Appleton WEMY-FM, Green Bay WJUB-AM, Plymouth Oshkosh WSRG-FM, Sturgeon Bay WBWT-TV, Milwaukee Brownfield WAQE-AM, Rice Lake WEQS-FM, La Crosse WJVL-FM, Janesville WOSQ-FM, Marshfield WSSP-AM, Milwaukee WCGV-TV, Milwaukee CANON U.S.A. WAQE-FM, Rice Lake WERL-AM, Eagle River WJYI-AM, Milwaukee WOTE-AM, Shawano WSSW-FM, Platteville WCWF-TV, Green Continental Electronics WATK-AM, Antigo WERN-FM, Madison WKBH-AM, La Crosse WOVM-FM, Appleton WSTM-FM, Plymouth Bay/Appleton Corporation WATQ-FM, Eau Claire WEZY-FM, Racine/ WKBH-FM, La Crosse WOWN-FM, Shawano WSUM-FM, Madison WDJT-TV, Milwaukee Criterion Broadcast WATW-AM, Ashland/Iron Kenosha WKCH-FM, Whitewater WOZZ-FM, Wausau/ WSUP-FM, Platteville WEAU-TV, Eau Claire Services River WFAW-AM, Fort Atkinson WKEB-FM, Medford Stevens Point WSUW-FM, Whitewater WEUX-TV, Eau Claire GEPCO International, WAUH-FM, Wautoma WFBZ-FM, La Crosse WKFX-FM, Rice Lake WPCA-LP-FM, Amery WTAQ-AM, Green Bay WFRV-TV, Green General Cable WAUK-AM, Milwaukee WFDL-AM, Waupun WKKV-FM, Milwaukee WPCK-FM, Green Bay WTAQ-FM, Green Bay Bay/Appleton Godfrey Kahn WAUN-FM, Green Bay WFDL-FM, Fond du Lac WKLH-FM, Milwaukee WPDR-AM, Portage WTCH-AM, Shawano WFXS-TV, Wausau Heartland Video Systems WAXX-FM, Eau Claire WFHR-AM, Wisconsin WKLJ-AM, La Crosse WPFF-FM, Sturgeon WTCH-FM, Shawano WGBA-TV, Green Holiday Vacations WAYY-AM, Eau Claire Rapids WKPO-FM, Viroqua Bay WTCX-FM, Fond du Lac Bay/Appleton Illinois Center for WFON-FM, Fond du Lac WBCR-FM, Beloit WKQH-FM, Wausau WPFP-AM, Park Falls WTDY-AM, Madison WHA-TV, Madison Broadcasting WGBW-AM, Green Bay WBCV-FM, Wausau/ WKRU-FM, Green Bay WPJP-FM, Milwaukee WTKM-AM, Hartford WHLA-TV, La Crosse Journal Radio Networks Stevens Point WGEE-AM, Superior WKSH-AM, Milwaukee WPKG-FM, Marshfield/ WTKM-FM, Hartford WHRM-TV, Wausau (Duluth, MN) WKSZ-FM, Green Bay WHWC-TV, Menomonie Lammi Sports WBDK-FM, Sturgeon Neillsville WTLX-FM, Madison Management Bay WGEZ-AM, Beloit WKTY-AM, La Crosse WPKR-FM, Appleton/ WTMB-FM, Tomah WIBU-TV, Tomah WGLB-AM, Milwaukee WLBL-AM, Auburndale Oshkosh WTMJ-AM, Milwaukee WISC-TV, Madison Leede Research WBDL-FM, Baraboo M&I Bank WBEV-AM, Beaver Dam WGLR-AM, Lancaster WLBL-FM, Wausau WPLT-FM, Spooner WTPN-FM, La Crosse WISN-TV, Milwaukee WGLR-FM, Lancaster WLDB-FM, Milwaukee WPNE-FM, Green Bay WTSO-AM, Madison WITI-TV, Milwaukee Media Institute WBFM-FM, Sheboygan Michael Best & Friedrich WBIZ-AM, Eau Claire WGLX-FM, Wausau/ WLDY-AM, Ladysmith WPRE-AM, Prairie du WTSW-LP-FM, WJFW-TV, Rhinelander Stevens Point WLFN-AM, La Crosse Chien Manitowoc WKBT-TV, La Crosse LLP WBIZ-FM, Eau Claire MSM Multimedia Sales WBJZ-FM, Oshkosh/ WGMO-FM, Shell Lake WLGE-FM, Sturgeon WPVL-AM, Platteville WTTN-AM, Madison WKOW-TV, Madison WGNV-FM, Wausau/ Bay WPVL-FM, Platteville WUEC-FM, Eau Claire WLAX-TV, La Crosse Marketing Appleton/Fond du Lac Nautel WBKV-AM, West Bend Stevens Point WLIP-AM, Kenosha WQCC-FM, La Crosse WUWM-FM, Milwaukee WLEF-TV, Park Falls WGTD-FM, Kenosha/ WLKD-AM, Minocqua WQLH-FM, Green Bay WVBO-FM, Appleton/ WLUK-TV, Green Pillsbury Winthrop Shaw WBKY-FM, Portage Pittman LLP WBOG-AM, Tomah Racine WLKG-FM, Lake WQPC-FM, Prairie du Oshkosh Bay/Appleton WHA-AM, Madison Geneva Chien WVCF-FM, Eau Claire WMLW-TV, Milwaukee Pritchard Consulting WBSD-FM, Burlington Services WBSZ-FM, Ashland/Iron WHAA-FM, Adams WLKN-FM, Sheboygan WQRB-FM, Eau Claire WVCS-FM, Owen WMOW-TV, Wausau WHAD-FM, Delafield WLMV-AM, Madison WQTC-FM, Manitowoc WVCX-FM, Tomah WMSN-TV, Madison Radio Advertising Bureau River Radio Music License WBWI-FM, West Bend WHBL-AM, Sheboygan WLMX-FM, Amery WRCO-AM, Richland WVCY-AM, Oshkosh WMTV-TV, Madison WCCN-AM, Marshfield/ WHBM-FM, Park Falls WLST-FM, Marinette Center WVCY-FM, Milwaukee WMVS-TV, Milwaukee Committee Neillsville WHBY-AM, Appleton WLSU-FM, La Crosse WRCO-FM, Richland WVFL-FM, Fond du Lac WMVT-TV, Milwaukee Radio1 Broadcast School WCCN-FM, Marshfield/ WHBZ-FM, Sheboygan WLTU-FM, Manitowoc/ Center WVRN-FM, Wausau/ WPNE-TV, Green Bay RAM Systems Neillsville WHDG-FM, Rhinelander Two Rivers WRCW-FM, Wisconsin Antigo WPXE-TV, Milwaukee Resonant Results WCCX-FM, Waukesha WHDI-FM, Sister Bay WLUM-FM, Milwaukee Rapids WVRQ-AM, Viroqua WQOW-TV, Eau Claire SESAC WCFW-FM, Chippewa WHEM-FM, Eau Claire WLWB-AM, Appleton/ WRDB-AM, Reedsburg WVRQ-FM, Viroqua WSAW-TV, Wausau Shockley Group, Inc. Falls WHFA-AM, Madison Oshkosh WRDN-AM, Durand WVSS-FM, Menomonie WTMJ-TV, Milwaukee Society of Broadcast WCHK-FM, Green Bay WHHI-FM, Highland WLWK-FM, Milwaukee WREY-AM, Hudson WWHG-FM, Janesville WTPX-TV, Wausau Engineers, Inc. WCHY-FM, Madison WHID-FM, Green Bay WLXR-FM, La Crosse WRFW-FM, River Falls WWIB-FM, Eau Claire WVCY-TV, Milwaukee Sony Broadcast & WCLB-AM, Sheboygan WHIT-AM, Madison WMAD-FM, Madison WRHN-FM, Rhinelander WWIS-AM, Black River WVTV-TV, Milwaukee Professional Systems WCLO-AM, Janesville WHJL-FM, Merrill WMAM-AM, Marinette WRIG-AM, Wausau/ Falls WXOW-TV, La Crosse Division WCOW-FM, La Crosse WHLA-FM, La Crosse WMCS-AM, Milwaukee Stevens Point WWIS-FM, Black River WYOW-TV, Wausau SPX Communication WCQM-FM, Park Falls WHND-FM, Sister Bay WMDC-FM, Mayville WRIT-FM, Milwaukee Falls WYTU-TV, Milwaukee Technology WHQG-FM, Milwaukee WMEQ-AM, Eau Claire WCSW-AM, Shell Lake WRJC-AM, Mauston WWQM-FM, Madison Retired: State Bar of Wisconsin WCUB-AM, Manitowoc/ WHRM-FM, Wausau WMEQ-FM, Eau Claire WRJC-FM, Mauston WWSP-FM, Stevens The Associated Press Two Rivers WHSA-FM, Superior WMGN-FM, Madison WRJN-AM, Racine/ Point Tom Bolger The Museum of WCYE-FM, Rhinelander WHSM-AM, Hayward WMIL-FM, Milwaukee Kenosha WWWX-FM, Appleton/ Tommy Lee Bychinski Broadcast WDDC-FM, Portage WHSM-FM, Hayward WMMA-FM, Wisconsin WRJO-FM, Eagle River Oshkosh Dale Ganske Communications WDDW-FM, Milwaukee WHTL-FM, Whitehall Rapids WRKU-FM, Sturgeon WXCE-AM, Amery Nathan Goetz Wave Communications WDEZ-FM, Wausau/ WHTQ-FM, Wausau/ WMMM-FM, Madison Bay WXCO-AM, Wausau Marty Green WeatherTime Radio Stevens Point Stevens Point WMQA-FM, Minocqua WRLO-FM, Rhinelander WXCX-FM, Siren Jack Hackman Network WDGY-AM, Hudson WHWC-FM, Eau Claire WMSE-FM, Milwaukee WRNC-LP-FM, Ashland WXER-FM, Sheboygan Dr. Ruane Hill Ed Hinshaw WIPZ-FM/UW-Parkside WDKM-FM, Adams/ WHYB-FM, Marinette WMVM-FM, Goodman/ WRLS-FM, Hayward WXMM-FM, Appleton Wisconsin Army National WIAL-FM, Eau Claire Ed Hutchings Friendship Iron Mountain WRLU-FM, Sturgeon WXPR-FM, Rhinelander Guard WDLB-AM, Marshfield WIBA-AM, Madison WMYX-FM, Milwaukee Bay WXPW-FM, Rhinelander Laurin Jorstad WIBA-FM, Madison WMZK-FM, Merrill/ Perry Kidder Wisconsin Badger Radio WDLS-AM, Wisconsin WRNC-LP-FM, Ashland WXRO-FM, Beaver Dam Network Dells WIFC-FM, Wausau/ Wausau WRNW-FM, Milwaukee WXSS-FM, Milwaukee Doug Kiel Stevens Point WNAM-AM, Appleton/ WRPN-AM, Ripon WXXM-FM, Madison Rob Krieghoff Wisconsin Center WDMP-AM, Dodgeville For Investigative WDMP-FM, Dodgeville WIGM-AM, Medford Oshkosh WRPN-FM, Ripon WXYM-FM, Tomah Jack Le Duc WIIL-FM, Kenosha WNCY-FM, Green Bay WRPQ-AM, Baraboo WYDR-FM, Appleton/ Paul LeSage Journalism WDOR-AM, Sturgeon Wisconsin Department of Bay WISM-FM, Eau Claire WNFL-AM, Green Bay WRPQ-FM, Baraboo Oshkosh Joe Loughlin WISN-AM, Milwaukee WNFM-FM, Reedsburg WRQE-FM, Appleton/ WYMS-FM, Milwaukee Jesse Mix Natural Resources WDOR-FM, Sturgeon Wisconsin Economic Bay WISS-AM, Berlin WNLI-FM, Sturgeon Bay Oshkosh WYNW-FM, Wausau Joseph Moen WIXK-AM, New WNNO-FM, Wisconsin WRQT-FM, La Crosse WYTE-FM, Wausau/ David Peschau Development WDRK-FM, Eau Claire Corporation WDSM-AM, Superior Richmond Dells WRRD-AM, Milwaukee Stevens Point David Sanks WIXX-FM, Green Bay WNWC-AM, Madison WRST-FM, Oshkosh WZBK-FM, Milwaukee James P. Schuh Wisconsin Hospital (Duluth, MN) Association WDTX-FM, Wausau WIZM-AM, La Crosse WNWC-FM, Madison WRVM-FM, Suring WZDR-FM, Green Bay Bob Southard WIZM-FM, La Crosse WNXR-FM, Ashland/Iron WSAU-AM, Wausau/ WZEE-FM, Madison Bernie Strachota Wisconsin Interscholastic WDUX-AM, Waupaca Athletic Association WDUX-FM, Waupaca WJBL-FM, Ladysmith River Stevens Point WZOR-FM, Green Bay Rod Synnes WJJH-FM, Ashland/Iron WOBT-AM, Rhinelander WSAU-FM, Wausau/ Scott M. Trentadue Wisconsin Radio Network WDUZ-AM, Green Bay Television: WisconsinEye WDUZ-FM, Green Bay River WOCO-AM, Oconto Stevens Point Associate: WisPolitics WDVM-AM, Eau Claire WJJO-FM, Madison WOCO-FM, Oconto WSBW-FM, Sturgeon KBJR-TV, Superior WJJQ-AM, Tomahawk WOCT-LP-FM, Oshkosh Bay KQEG-TV, La Crosse AAA Wisconsin WLKL-FM/Lake Land WEAQ-AM, Eau Claire Alpha Video & Audio WEBC-AM, Superior WJJQ-FM, Tomahawk WOGB-FM, Green Bay WSCO-AM, Appleton TVW, Madison College WJMC-AM, Rice Lake WOGO-AM, Eau Claire WSFQ-FM, Marinette W43BR-TV, Baraboo Arbitron, Inc.  Wisconsin Broadcaster