WJRB had some good ideas. The music mix not the least of them. They brokered out 6a-7p on both Saturday and Sunday and carried the Rays, Seminoles and Monday Night Football. The rate card for the brokered time and the sports was designed to completely cover the nut. That way they could operate a good-to-listen-to radio station the rest of the time. Sheer genius. The money from every single commercial that was sold outside of sports went straight to the profit column. Every single one.
They should have never gone off the air. Don Miller had a lot to do with that. When they shut down just before Christmas of '93, except for $20,000 they had enough revenue already under contract to cover all of the following year's expenses.
