THE Vol. 2, No. 7, July 1995 C•J rid o) * co Oni P- MAGAZINE' 0,1 i-- 01 H ...- CD in : H It = i. L1-1 C',1 - I Lit (i) I" --: 3 rl r- Lu 1— * 0 c.) CO --: * --« H C) --: *• C-1 ti: C.)- -- : * 01 it -.: *• F--- il.e,,. L.:....,i *i.,..ic:. /11 H *on e- Ca ''' ...,-7"t.LI -1L) .: * CD it e- £ •-:: * .-1 t--- 4/1 --..: *• u'l to il. •-: i'-') - *• MH H :e 0,1 "2: •-: *• .-4 Zt. Lki e t-ki _i ••:." * U- CI 5--- LL PI LI/ The Most Profitable Format In Radio. I-800-5 AP RADIO •[80o -527 -7234] CD Market Watch: San Diego Ci_D Tips on Buying aStation • Programming Profile: AAA KSCA-FM Format Focus: Kids Radio CD The Bottom Line on the Internet Promax Promotions Profile Join the Digital Revolution Digilink by Arrakis is a or been impossible with and traffic schedules from disk 8( CD crossfade; cart digital audio workstation tape. all of the most popular rotation; Autofill: Smart- that does it all while Digilink is also easy to 3rd party programs. squeeze; Macros; and increasing your profits. schedule. You can use Features like incredible ease of use You can replace your the standard Digilink simultaneous Play, make Digilink perfect for live on air cart machines traffic 8( CD scheduling Record, 8( Network live 8( automation studios. while adding CD or system or import music transfer; hard disk to hard Call or write today for satellite automation for more information on why nights or weekends. You Digilink is #1-with more •Replace Cart machines Live On Air plus can use just one than 1000 workstations add CD, Satellite, or Tape Automation workstation or network as sold worldwide from •On Air Base Price starts under < $8,000 many as 15 and send Moscow, to Japan, to •8 Track Editor base price starts < $5,500 your spots 8( schedules in Barbados, to your own •Use just '1' Workstation or Network > 15 perfect digital between back yard. your studios. Add a Trak*Star eight track digital audio editor for under $5,500 and you can quickly and easily Digilink. Digilink is multilingual. produce spots that by Arrakis The screen shown above would have taken forever is in Japanese. Arrakis System Inc. --- 2619 Midpoint Drive, Fort Collins, CO. 80525 --- Voice (303) 224-2248. FAX (303) 493-1076. Circle (38) on Reader Service Card THE VOL. 2, NO. 7, JULY 1995 RcicJi® W rid® MAGAZINE CONTENTS Programming Profile: AAA KSC - Station to Station: from the editor .4 FM in L.A. combines Buying and Selling: An engineering, the coffeehouse roadmap for the non-technical buyer .12 demeanor of the '60s with the research Buying and Selling II: Purchasing asta- savvy of the '90s. tion can be agame of 20 questions. Find out Savor the results. which ones you should ask 15 Market Watch: San Sales & Marketing: Women have Diego. What's not to love? climbed high on the ladder at radio stations 101 9 Perfect weather, acaptive today. See how old policies are listening crowd and radio crumbling below them 18 revenues that have given Promax Promotions Profile: WIOD/ the #15 market areal WFLC/WHQT Director of charge. Marketing Kurt Steir 28 Show Coverage: Promotion and marketing leaders came to Promax '95 to Technology at Work: learn, to share and to shape your stations' Cutting through the smoke image into the next decade 32 and mirrors, RWM gives you the basics on the year's Management Journal: Our monthly biggest buzzword—the examination of how radio execs can Internet—with an alluring utilize management trends 35 incentive: There's ronto be made. CalendaRADIO 41 at Focus: It's To the Point: How will your station st a12+ world benefit from having an Internet more. Find out how Web site? 42 proponents of Kids Radio intend to Facility Spotlight: SW Networks, capture 17 percent New York 50 of your market. 1151§Iiili%Wit% "In ahigh-tech world, we're kind of touchy feely." —KSCA-FM Executive VP/GM Bill Ward on the station's AAA format See page 39. STATION TO STATION THE Vol. 2, No. 7, July 1995 Black Ties, dimWtrIcJ Dirty Underwear MAGAZINE Editor Charles Taylor And the Internet Editorial Assistant Shirley Jantz-Sullivan Correspondents Frank Beacham, • • • • OOOOOOOOOO • • • • • • • • • Page Chichester, Harry Cole, Vincent M. Ditingo, Bob Harris, by Charles Taylor Cara Jepsen, Frank Montero Publisher Stevan B. Dana ven though Ilike to think you're Memphis. Four $5,000 awards were also Associate Publisher Carmel King accustomed to acertain amount of presented, as well as apublic service Editorial Director Marlene Lane decorum on this page, Ihave to be announcement award. These winners were E Asst. Editorial Director/Audio honest. I'm down to yellow polka dot box- chosen from an astounding 983 entries. Alan Carter ers in the underwear drawer and I've given We all know that radio garners big busi- Editor-in-Chief Lucia Cobo up trying to get my hair to look like it does ness for advertisers, but it's important that in that upper corner there. we honor the creative forces that turn Sales/East Skip Tash Spell that B-U-S -Y. We're barely through products into household words and slogans. June and already things are heating up for a Finally, it was amonth of great personal Sales/West & Midwest Dale Tucker dynamic, frenetic summer for radio. In the achievement. It's taken me awhile to get Marketing Assistant Annette Deutscher early part of the month, Promax—the here, but I'm proud to introduce anew international association of promotion and nomenclature in The Radio World Market Consultant Al Leon marketing—descended upon the nation's Magazine: CHUCK [email protected]. capital, our backyard, with 5,500 hungry, That's right. While Icould have been Production Director Lisa Stafford vibrant attendees. It was an inspiring event washing underwear, Iwas busy joining the Publication Mgr/Desktop Systems Mgr. for the show's 210 radio registrants (up from realm of the Internet, cyberspace, et al. My Julianne Shannon Stone home has become alaunching pad Production Cliff Freeman & Partners lapped up the 1995 for keystroke communication with Mercury Awards grand prize of $100,000. Laurie Anne Tarkington you, which Iinvite you to take Cristina Strigel advantage of. James Cornett Meanwhile, amid these pages, computer aficionado Alan Haber Ad Traffic Coordinator Kathy Jackson takes you on a journey to the Internet this month, explaining Ad Production Coordinator how those radio station Web sites Lisa Lyons you've been hearing alot about can Classified/Showcase Coordinator help you get the word out over Vicky Baron another medium. This is what Ilike Advertising Coordinator to think of as asignature story for Simone Mullins 140 last year) and made clear the organiza- RWM, giving radio executives the quick and tion's renewed dedication to our industry. dirty on what the technology's all about, how Circulation Director Eleya Finch The Radio World Magazine was pleased you can benefit, what it'll cost you and how Circulation Manager Angela Novak to sponsor the opening night Radio you might reap revenues. Reception at the in-vogue new Canadian You'll also want to check out Vincent M. Circulation Assistant Steven Bowman Embassy, as well as radio-oriented sessions Ditingo's Management Journal, which PC Programmer Jean Alley and speakers throughout the show. explores other feasible sources of alterna- Accounts Receivable Steve Berta A week later, radio's most glamorous tive revenue in the radio environment of annual event, The Mercury Awards, hon- the mid-1990s. Accounts Payable Enid Palazzolo ored the industry's best local and national Summer's here and it's prime time to The Radio World Magazine (ISSN: spots at a black-tie ceremony at the remind your beaching, vacationing, dri- 1078-2184) is published monthly, by Waldorf-Astoria in New York. Ad agency ving, radio-listening audience just how Industrial Marketing Advisory Services, ic 5827 Columbia Pike, Third Floor, Falls Cliff Freeman & Partners took away the brightly you shine. Enjoy! Church, VA 22041. Phone: 703-998- $100,000 grand prize for its comical 7600. FAX 703-998-2966. Second-class "Teacher" spot for Staples Office Products, postage paid at Falls Church VA 22046 .4 and additional mailing offices. while $20,000 Gold Awards were presented POSTMASTER. Send 3579 forms and to the creators of spots for "The Simpsons," Adress changes to The Radio World Mager ne, P.O Box 1214, Falls Church, VA 22041. Copyright 1995 by IMAS Massachusetts Department of Public All rights reserved. For reprints contact. The Radio World Health, Nickelodeon and WGKX in Magazine 4 The Radio World Magazine July 1995 ad weather. 311 Finicky LAYER III p, players. Losing streaks. •Both the superior audio of Layer Ill and compatibility with installed Layer II- When it comes to only codecs. í.ephyr sports, you can't costs about the same as control everything. Layer II-only equipment. But with Zephyr, •Only Layer Ill permits mono you can guarantee 15kHz operation on asingle that every game ISDN "B" chc nnel or one you broadcast will Switched 56 line. This can greatly reduce your trans- sound great. mission costs. Combining the most •Clean, unclu tered front advanced digital panel for simple operation. Full metering, call-duration audio techniques timer, headphone jack, and and the most mic/line inputs. practical features, •Split channc Imode allows individual mono signals to Zephyr is the be transmitted to separate easiest way sites. to use ISDN e or Switched It's full •RS-232 bi-directional data at 9600 baud for 56 for sports duplex, to place a standard communications and control.