Allow me a moment to remember. We purchased a station that was outside of the “big market.” Similar to having a station located in Caldwell with the “big market” being Boise. We had no money, a payroll to meet, and a note to pay, and we had to react FAST.

The only thing we could do was get LOCAL real fast. We broadcast parades live from the street in the LOCAL COMMUNITY. We broadcast LOCAL SPORTS, live. We got involved and broadcast the local Lions Club fund raiser LIVE. If there was something happening LOCALLY, we broadcast it and sold advertising for the broadcast. We also sold the livestock report and made it LOCAL. Did it sound hokey? Well the rumors I heard through the grapevine was the “big market” stations were all having a laugh at what we were doing. You know they were the ones who lived in homes that had the “snob” appeal because of the address. They were the ones who had the fancy studios in the “most desirable” business locations….ours was located at the tower and was beyond being simply old.

We cajoled, screamed, kicked, swore, and sometimes took the reticent salespersons in our car and drug them up and down the street asking for the buy. Oh sure, some of the salespersons quit, some caught the vision, and some never did anything, because you know they had a certain “image” to uphold. Those also lost.

End result, we made payroll, we made the note payment, and paid all of our bills. So who won in the end…we did.

elchupacabras…this next statement is not directed at you. Some of you who spend great amounts of time pontificating about your vast knowledge of how to run a broadcasting property, really don’t have a clue what it takes to make a payroll, pay a note, and pay the bills. Some of you who like to splash your vast knowledge of how to program a radio station, really should find another career path.

This next statement should really blow up the board, but here goes…..In my 25 plus years of operating Radio Stations, I have never seen an “excellent programed” radio station be a financial success without a GREAT SALES FORCE. I have however seen many “poorly programed” radio stations be wildly succesful financially because they had a great LOCAL SALES FORCE.

It is my opinion that you have encapsulated the underlying philosophy that has driven “local Radio” to the state it now finds itself. If a Radio Station motivates its audience to walk into a business, I submit to you, that is a GOOD return on investment. Lets say, for sake of argument, that Station A, comes to a business and makes a presentation to persuade that business to advertise with them. They tell the business owner that they reach X amount of thousands of listeners. They show Mr./Ms Business Person how their advertisement on their station only costs a few dollars to reach “potential customers.” Mr./Ms. Business person buys the sales pitch hook line and sinker. They invest maybe $5.000 on Station A…..and because they believe that Advertising is an investment they track results closely. End result, no return on investment.

Now then the local yokel ad salesperson from the local yokel radio station, comes through the door of Ma & Pa business. Local yokel, and Ma & Pa both love the community they live and work in. The pitch to Ma & Pa is the Billy Bupkus and all the team will be playing a game and your ad could be placed on our Radio Station during the live broadcast. Because those few “hundred persons” who will be listening to the live broadcast, are a very motivated audience, Ma & Pa invest a few hundred dollars. Results? Because of their advertising, which is an investment, out of that “few hundred persons” they get 30 buyers through their door.

Now tell me who is the winner in all of that? Where would you put your advertising dollars? Would you then tell me it is a poor return on any investment? I submit to you that the largest pop for any ad dollar. The largest pop for any business is to get INVOLVED in your local community, right up to your eyeballs.

Oh yes, and for all you ad salespersons…..you might get to know your LOCAL YOKEL BUSINESSPERSON, once again. I know, it is cute and makes you a hero in your sales meetings and with other sales persons to make fun of that “dirt farmer kid” who is now a business person. However, it certainly MIGHT just make you some money, if you would spend the time to get involved in your community AND YOUR BUSINESS.

Your theory might have credence for middle and large sized markets, but in the smaller markets, it needs to be assessed on a case by case basis. In some of the small markets, if you DON’T air games on AM or FM, you pretty much write your own financial obituary. Speaking of obituaries, I recall when I moved from a mid-sized market to a small one a while back. I thought airing local obituaries was ridiculous and the epitome of bad radio. I pulled the plug and was nearly crucified. It may not be “good radio” according to what you and I might have a taste for, but in certain micro markets, it serves the public and offers a product to use as a vehicle for obtaining ads! Isn’t that what radio is all about? And if you really want to get technical about it, have you seen how slim the number of listeners is getting post 7pm on ANY station? That’s the time when most games are aired. Why not take advantage of air time for sports?

I reiterate, I don’t necessarily disagree with you. There are cases where you could loose your shirt and your listeners by programming to a particular segment (especially if there are a number of high schools and rivalries who would use such promotion AGAINST you). But for pete’s sake, please don’t make a blanket statement about it!

Anyone know if there have been any Treasure Valley radio stations dropping or reducing their coverage?

The news that KGEM and KCID will go religious has sparked questions as to the future of those teams that are currently being covered….

Just so you know, the Post Register website requires a subscription, but our sports blog http://www.postregister.com/blogs/sports/ does not.

Our story on the possibility KUPI will drop Idaho Falls and Skyline games can be found at http://www.postregister.com/blogs/sports/?p=4966

As an update, KUPI hasn’t made a decision yet.