tl Morris New Arbitron President INSIDE: 20 -year vet Aurichio in surprise retirement In an an- "Rick Aurichio has helped es- NOBLE BEGINS nouncement tablish an exceptio: tally strong RESTRUCTURING that seemed franchise in Arbitron's mar- to take most kets," noted Lawrence Perl- Noble's Tuesday (12/1) sale of industry ob- man, Chairman./President of parent Ceridian Corp. WBAB -AM & FM /Long Island to servers by Arbitron surprise, Ar- "Under Rick's leadership, Arbi- Liberty is the '`first in a series bitron Presi- tron has developed inique prod- of moves" designed to eliminate dent Rick Au- uct offerings and important richio has re- strategic alliances to offer a of corporate debt. $100 million tired and is broad range of marketing infor- Page 4 being suc- mation and media research ser- ceeded by Aurichio vices to broadcast mnarkets. Stephen Morris, an Arbitron "Steve is an important addi- outsider who has a background tion to the management of Ceri- RULES OF THE in consumer goods and infor- dian, and a strong, able leader RATINGS GAME mation services. ARBITRON /See Page 22 How have the dramatic Local, Spot Radio Revenues developments of the '90s See Second Straight Bump affected the way stations play How Listeners Find O the numbers game? Rob Balon October increase another sign of recovery About New Stations reviews ratings strategies in light Radio execs are seeing more "Our combined, year-to-date of today's post -duopoly evidence that the industry's two- revenue levels have already hit By Accident 41% year economic slump might be the 2% increase we predicted as environment. coming to an end. The RAB a year -end gain for [the indus- Them 36% Page 15 says total national and local ad try]. And there's no reason to Friend /RelativeTold revenues gained 5% during Oc- believe we won't see continued tober 1992 compared to the modest growth through the end Other 11% HOW TO MAKE CHR same month last year. This of the year," remarked RAB marks the second consecutive President Gary Fries. "The hol- TV Ad 8% MORE PROFITABLE monthly rise in billings. iday retail season is shaping up to be better than many had an- What can be done to help The news regarding national Billboard /Bus Card 4% revenues was particularly good ticipated. That's a good sign for advertisers better understand considering they've been stalled local revenues, which make up CHR's potential? One way, in red ink this year. Spot busi- three quarters of radio's ad by 3% in Octo- dollars." according to Garry Wall, is to ness expanded Paragon Probes `New' Listening ber, following a 2% climb in From a regional standpoint, performed best form a "Youth Sales Coaltion" September. Local revenues the Southwest AParagon Research study of 402 adults has determined ra- with a 12% local and 10% na- a nationwide network of rose 6% in October. Local year- dio consumers don't spend much time with a new station be- - tional gain in business during to-date revenues increased 4% fore deciding whether or not to continue listening. CHRs to "lobby, educate, and RADIO REVENUES /See Page 22 over the same period last year. When the survey was completed, 77% of the respondents were sell the benefits of the youth still listening - after as much as four months - to whichever new audience." station they'd discovered. Of the "non- listeners," 78% had given up a month of listening. Fully 87% of that group had Page 30 after less than Infinity Asks Commission stopped listening after just "a few times." Of the group still listening to the new station, two -thirds said the To Review $6000 Stern Penalty new station was "new to them," while 28% said the new station was XMAS STRATEGIES "new to the area" (6% didn't know). The FCC's decision to fine In- nificant problems encountered Perhaps most surprisingly, 41% of the group that continued to Just in the time for the holidays, finity Broadcasting $6000 for by licensees in trying to com- listen said they'd discovered the station "by accident." Just 12% Lon Helton presents a timely segments of Howard Stern's prehend and implement Corn- said they'd found the station because of a TV ad, a billboard, or a has fur- mission rulings in the indecency bus card. compendium of Christmas 1988 Christmas show ther muddled the agency's al- area." Infinity made that con- Paragon researchers came to these conclusions: along with proven in a recently filed peti- songs, ready murky indecency rules, tention The majority of listeners don't give a station much time to asks the Commission programming strategies to help according to the embattled tion that prove itself; the levy, which broadcast group. to reconsider A station has to be good all the time to ensure that new you make the most of them in was imposed in late October. "[The ruling]," Infinity said, listeners particularly those tuning in by accident - hear the fine was prompted by a - your music mix. "exacerbates the already sig- The best product; complaint against WXRK /New Page 36 Based on how these results match a particular market, York. However, the FCC ex- some adjustments in on -air promotions and external advertising to include In- panded the charge and promotion could potentially attract more listeners. FCC Mega -Fine finity's other O&0 Stern outlets, IN THE NEWS... WYSP /Philadelphia and WJFK/ Due This Week? Washington, and tripled the fine Dirkx named PD Mike The FCC may decide this from $2000 to $6000. Why Listeners Tune at WCKG /Chicago week whether and how Among the cited segments: Out New Stations: Chuck Field upped to OM to move against Infinity (Choir singing) "I'm Broadcasting for airing the dreaming of some light torture, at KSFM /Sacramento same allegedly indecen- seg- some bruises just to make me Didn't Like Music /Format 43% Dr. George Butler promoted ments of the Howard Stern moan ... Masturbate. Humil- show that netted Greater Me- iate. Gay sex is fun in the city." at Columbia Other 22% dia's KLSXILos Angeles a "Here's the guy who plays Page 3 $105,000 fine. Infinity's the piano with his penis." Liked Other Stations Better -19% WXRK /New York, WYSPtPhila- "Oh, my God. Diane [ a nak- Billy Shears takes PD post delphia, and WJFK/Washing- ed woman] is whipping Bo. The at WLAC -FM /Nashville ton also broadcast those seg- big black lesbian is out of her Didn't Like The DJs 11% ments. mind with lust." Bill May new PD The decision could have a "Howard, I'd better go in Too Many Commercials 5% at WRNO /New Orleans major impact on Infinity's pend- the other room and get it ready. Kelly Carls Prog. Mgr. ing $100 million deal to acquire I'll come strolling in swinging it. Source: Paragor, Research FCC /See Page 22 at WGY -AM & FM /Albany STERN FINE /See Page 22 Page 8 Newsstand Price $6.00 Coming Next Week: '92 Year-End Charts www.americanradiohistory.com "ONE OF THE WARMEST \ ) MOST PERSONAL RECORDIN(,s OF HIS CAREER. ****."--Los TIMES "****. .FHE TITLE ECHOES HARVEST .... AND THE MUSIC RECALLS ITS GENTLE FLAVOR."RoLLim,ST0NE "11; RAGGED...GLORY WAS ,A SONIC Ft-NN EL CLOUD, I I \ RVEST NI 00 N IS THE CA LNI A FT KR THE S'FORM."-Cmc "HARVEST MOON" TH E PREMIERE 1: ROM 'I H N E % .A J 11 NEIL YOUNG. E XI RING TH E ST R AY ; ' ) NEIL Y(:UN6 IS A rEATT RED AkTi- PRODUCED BY NEIL YOI.:NG ,AND BEN KEll ): www.americanradiohistory.com Dirkx Exits KEX Industry Responds To AIDS For WCKG PD Post Mike Dirkx, PD at Full- Service DECEMBER 4, 1992 AC KEX /Portland, has been nam- ed to a similar job at Cox Classic Rock WCKG /Chicago, effective WINNING IN THE WINDY CITY December 14. He replaces Dave Pioneering Black AC WVAZ (V103)/Chicago Lange, who exited in September. remains the hybrid format's WCKG VP /GM Mike Disney told standard of R&R, "Mike's got an extensive success. OM Tony Kidd and PD Steve background in programming and Harris reveal their secrets for success. research. I didn't want to confine Page 34 myself to candidates in the AOR arena. He's not only great with people, he has some very aggres- sive marketing ideas." FEATURES Prior to joining KEX in 1988, Dirkx spent two years at KIXI & KLTX /Seattle, where he left an OM RADIO BUSINESS: Noble restructures 4 post. On World AIDS Day (12/1), industry execs joined NARAS President Mi- NEWSBREAKERS 8 chael Greene for a national satellite teleconference to launch the Business OVERVIEW Responds To AIDS (BRTA) program. The interactive conference linked MANAGEMENT: Five forbidden phrases 12 representatives from Atlanta's Centers for Disease Control to various re- 14 motes around the nation. Attending the event at L.A.'s Beverly Hilton Hotel MEDIA: Top Ten Talk Topics Butler Upped To were (l -r) Motown Records President Jheryl Busby, Capitol Records Presi- RATINGS & RESEARCH: Rules of the game 15 dent/CEO Hale Milgrim, Greene, and Pierre Cossette Productions' Pierre STREET TALK: Phoenix fourplex 16 Columbia Sr. VP Cossette. TIMELINE 20 Dr. George MUSIC Butler has been MUSIC DA TEBOOK 23 promoted to Sr. VP /Executive COMPACT DATA 23 24 Producer, Jazz & LETTERS POLLSTAR Progressive A &R MARKETPLACE 38 for Columbia OPPORTUNITIES 39 Records. R &R FCC Stance Draws Response "George's in- The following letters were received in response to R &R's recent edi- stinctive sense of torial (11/20) that called for a change in FCC attitudes and policies PROMOTIONAL SHOWCASE 7 musical trends that have led to the selective persecutions of controversial air per- has served him Butler sonalities such as Howard Stern.