July/August 2017
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JULY/AUGUST 2017 CHAIR’S COLUMN What makes a successful station? Excellence are doomed. Not so. Some think We serve three And how to achieve it? Work hard, handing over radio/TV sales to a think hard, and pay attention to is the result machine is very clever. Not so. audiences: listeners, everything around you. of caring Without delivering ideas to a client; clients, and employees. When was the last time your sales more than without knowing a client’s needs and manager spent a day or so in-field without bringing them solutions, Each is as important others with salespeople, old and new? It’s nothing will happen. A machine can’t as the other. not fun for either the manager or the Dick Record think is do it. But some owners have been so salesperson unless the attitude is fun WBA Chair wise. distracted they think machines are to replace people, and educational. But it does produce results. And the not make people produce more which is what Mr. client gets to create a better bond with the stations. Risking more than others think Watson (IBM) told us would happen. Unfortunately You are there to solve his/her problems and he/she safe. Dreaming more than others much of what some owners are doing might produce believes you will. When was the last time your air think is practical. And expecting higher profits, but our short history teaches us that personalities had an air check? Have you ever tried more than others think is possible! doesn’t happen either. Two large groups who tried it bringing a client to a sales meeting where you have a You still need a few things - are ready for bankruptcy. bunch of experts at solving marketing problems? It’s diligence and compassion - for We serve three audiences: listeners, clients, and magic. Ever take an air personality on a sales call? employees and clients. Intelli- employees. Each is as important as the other. Good Those are the people the client listens to every day gence and some guts to do the relationships between and among these groups is and is anxious to know them. That could help sell basics as best as you can, and the paramount. Selling advertising and producing results anyone. Ever brainstorm sales problems with perseverance to keep on doing. can be tough. It has daily ups and downs. program people. They’re pretty normal people and And getting back to the basics. So, what makes a successful station? Success does. understand the problems and questions being raised. Some people think our vocations Continued on page 2> PRESIDENT’S COLUMN CONTENTS Chair’s Column. Front page President’s Column. Front page Busy summer FCC Chairman FCC Chairman Pai, Sen. Johnson . 4 Ajit Pai in Jacobs Media: Fast-moving developments for smart speakers. 5 features Pai visit, Wisconsin Summer Conference Summary . 6 You can’t bore people into upcoming events buying from you . 12 Young Professionals’ Column. 13 Michelle Awards for Excellence. 14 Vetterkind, It was great to see so many of you Educators’ Column. 28 CAE at the Blue Harbor Resort for the Science writing experts share WBA President advice for science reporters. 29 and CEO WBA Summer Conference! Students consider careers in I’m sure you’ll agree that our Conference broadcast marketing . 29 Planning Committee did a great job in planning an event that was Local Sales Recruitment Program. 30 not only educational, but a lot of fun as well. We even had GREAT WBA Broadcasters Clinic Earlybird Agenda . 31 weather, unlike the last time we were at Blue Harbor. Members in the Spotlight . 36-39 Those who were in attendance at the Business Breakfast were able FCC Chairman Ajit Pai and Sen. Ron Johnson Photojournalism: Madison Driving to hear from all the WBA Committee Chairs about the many great took time June 5 to meet with Wisconsin Short Course . 40 things your WBA Committees are working on for you, our valued broadcasters at the Hilton Milwaukee City Webinar Opportunities. 41 members. As I mentioned in my remarks that morning, I’d like to Center and Pai went on to visit other Doug Chickering WIAA broadcasters in the state. Chairman Pai and Sports Workshop. 42 take this opportunity to briefly highlight a few items that I happen Sen. Johnson also got a tour of the WBA Hall WBA Foundation. 43 to be extra proud of this year. Calendar of Events. Back page of Fame, which is on display at the hotel. Continued on page 2> Continued on page 2> PRESIDENT’S COLUMN Continued from page 1 As highlighted on page 4, your WBA was Your WBA Foundation has established a fund to thrilled to host an event with new FCC support a Rick Jowett Fellowship as means to pay Wisconsin Broadcasters Association Chairman Ajit Pai and Sen. Ron Johnson, who is tribute to Rick Jowett, beloved photographer and Officers & Board of Directors also the Chair of the Senate Homeland Security long-time member of the WBA family who died in Committee. It’s definitely an exciting time for our July 2015. The fellowship will assist aspiring OFFICERS 2017-2018 industry, which was made apparent by the professionals, dedicated career professionals of Chair of the Board Dick Record Family Radio, La Crosse number of broadcast managers from all over the our member stations as well as students of the Vice Chair - Television/Chair Elect state who made the trip to Milwaukee for a visual media with skills training and professional Steve Wexler Monday morning meeting. development. A very special thank you to those E. W. Scripps Company, Milwaukee I enjoyed being able spend a bit of time with who have already contributed to this Fellowship Vice Chair - Radio Nancy Douglass WLKG-FM, Lake Geneva Chairman Pai and Sen. Johnson before the (and for anyone else you would like to, just let us know). Treasurer meeting to show off the WBA’s new Hall of Fame, Steve Lavin WBAY-TV, Green Bay complete with our fabulous touch screen video Rick grew up in a media family. His grandfather Secretary monitor, highlighting all 140 Hall of Fame videos. was CEO of Forward Communications which Chris Bernier Radio Plus, Marinette/Fond du Lac I’ve since heard from both of them and, believe owned several television stations throughout the Immediate Past Chair Tom Allen Quincy Broadcast Group, Madison me, they were quite impressed with the country. His family was also involved in print Milwaukee meeting and our Hall of Fame. media at the Wausau Herald. Rick began his career BOARD OF DIRECTORS Speaking of the WBA’s Hall of Fame, make sure to in high school as a photographer working for the Judson Beck WLAX-TV/WEUX-TV, put next year’s Summer Conference on your Wausau Herald. La Crosse/Eau Claire calendars now, as it will take place June 20-21, Rick completed his degree in journalism at UW- Lynn Bieritz Mid-West Family Broadcasting, Eau Claire 2018 at the Hilton Milwaukee City Center. We are Madison in the late ‘70s. Following graduation, he so excited to have recently completed the video started his career in broadcasting as a still photog- Keith Bratel iHeart Media, Madison backlog; a major, multi-year project for your WBA rapher at WMTV-TV in Madison. Juli Buehler WLUK-TV, Green Bay and WBA Foundation. Next year’s conference will Dave EdwardsWUWM-FM, Rick began working with the WBA in 1985 as our Milwaukee Public Radio provide the perfect opportunity to celebrate the photographer, along with everything else he JT Koser Koser Radio Group, Rice Lake/Hayward new home for your WBA’s Hall of Fame. would help us with J. He served graciously and Lupita Montoto La Movida WLMV Radio, On page 40 you’ll note an event that’s certainly unconditionally until his passing in 2015. We hope Madison near and dear to our hearts here at your WBA. you’ll consider joining us for this special event. Mark Strachota WDJT-TV/CBS & Telemundo, While we’ve been working on it for some time Finally, make sure to join us for this year’s WBA Milwaukee now, our Rick Jowett Fellowship is finally coming Doug Chickering WIAA Sports Workshop (see Chuck Sullivan Entercom, Milwaukee to fruition. We’ve partnered with the National page 42). It will be held Aug. 3 and will feature a Don Vesely WMTV-TV, Madison Press Photographer’s Association (NPPA) to offer a game between the Brewers and St. Louis Jan Wade WISN-TV, Milwaukee Madison Driving Short Course to be held on Cardinals. Jeff Welton Nautel, Hackett’s Cove, Nova Scotia August 18-19 on the UW-Madison campus right I mean really, what’s better than a day at the Michael Wright Midwest on Lake Mendota. This year’s short course is being Communications, Wausau ballpark? held in memory of our own Rick Jowett. The event Ex Officio - NAB Board will also highlight the introduction of the Rick In the meantime, enjoy the rest of summer. Thank Tom Walker Jowett Fellowship. you, as always, for your time & support! Mid-West Family Broadcasting, Madison Staff CHAIR’S COLUMN Continued from page 1 President & CEO Michelle Vetterkind, CAE You’ll also soon see how problems between the overpriced) is not doing its job. They’re based on [email protected] departments fade away. potential not on successful results. It’s sad that Vice President - Administration we’ve drifted along all these years with half a loaf Linda Baun When did your management last do an INA [email protected] (Individual Needs Assessment) with employees? It’s and paid through the nose for it.