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Foundation Report 2012 Walker Broadcast Management Institute

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Foundation Report 2012 Walker Broadcast Management Institute March 2012 Chair’s Column Are You A Proud Member By Bill Hurwitz hat an exciting time to Of Your Wisconsin 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 broadcasting. 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, Milwaukee 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 (Illinois, Minnesota, Secretary and Iowa). 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 Family 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 Midwest Communications 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.
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