[BC] Selective advertising

[Steve]

I've been following this and the religious programming thread for awhile.
I noticed it got a little tepid in here for a fair amount of time. I replied to one
of the many emails Willie got but sent it to his personal email address
as opposed to the group. So, a little cutting and pasting later here is
what I said.

For what it's worth, some thoughts. Agree or disagree, they're born
out of my experience.

I've turned down MANY a spot but more because of the way it was
produced and would clash with the sound of the format (Classical). And yes, I would
turn down a spot for the local hip-hop joint. Since I've worked in the
Top 25 markets the local hip-hop place wouldn't even know we existed. So, I
really didn't have to deal with that one. However, if the local hip-hop
joint's manager wanted to advertise with us because he's a closet Classical
music listener and loves us I would tell him where to better spend his dollars and point
him to the right station(s) in the market. I've done it. I'm sure there are
some in this group who remember when WFMT (one of two commercial Classical
stations in Chicago at the time) did only live commercials. It was a hoot
hearing them do a McDonald's commercial live. They also used the "stuffy"
approach to classical music announcing which I abhor. I use a more contemporary
approach. I talk to the listener as opposed to talking down to them.
I love Classical music but these compositions are not relics!
That music was just the rock 'n roll of its time. I won't go any further with this one
because it will only bring up the "What is Classical music?" question. 

I believe that special or niche formats (FROM A SOUND AND CONTENT BASIS) deserve
specialized treatment. I honestly believe that's why we blasted through
the roof with the ratings when I was P.D. and one Anthony McSpadden (now
P.D. for WorldSpace) was my M.D. This was at WRR-FM in Dallas. He handled content.
I handled presentation. We were consistent. We adhered to the basic tenants of good programming and 
kept a watchful eye on commercial content. So we only grossed 4.2 mil a year instead of
30 like some of the more "mass appeal" stations. Still turned a profit. All the ingredients must be in the mix.
That's the difference between a good radio station and a great one! 
BTW, the Classical channel on WorldSpace (for whom I now track from my home) comes in, most of the time,
2nd amongst their other offerings. Not bad for the 3 B's.

Finally, at the risk of sounding too dramatic, I believe one should follow the
basic tenants of their beliefs whether they be religious or programmatic.
When you ponder it a bit, that is exactly what you should do and you'll win!....
On Earth and in Heaven!

Steve Walker
Steve Walker Productions