Spackler you are very much correct. When I left Forever as a yes a former general sales manager and moved back here to Michigan I started my own ad agency. But, even in a large market I can have a TV spot produced (either us writing the story board or the tv station) and it cost between $400 and $600. That's including the on-site shoot, voice work, editing time, etc. I tend to have my audio for the tv spots usable for the radio spots. It just makes the campaign much more effective for a client when they heard/saw the tv spot and then hear the exact audio while driving down the road. Here is the kicker, I can request from the tv station the audio for FREE. Oh, that investment of the production costs are usually given back in spot time (and no, not rotators, but placed program spots).
Now, do I agree with Forever charging other stations for dubs...heck no! Again, in major markets it is not done, unless you have a local production company do the work and going to multiple stations and only then does the client be charged. The reason why they are doing this is because they had started an in-house production company and I am sure they do not want to try to pay them directly, but the way they are going about it is totally wrong. My recommendation for someone in State College is to create a website, marketing material and blanket every client that advertisers in radio and tv down there. Utilize the "other" voices in State College since Forever seems to have a "no-go" committment to their jocks (f'n ridiculous by the way) and this website would allow radio clients to use any voice they want from the market either for free or charge some really ridiculous amount. It's the old AARP idea "charge very low, get a huge base" then slowly go up from there or just live off of it.
Makes me want to move back there and really work with you guys to show these radio clients that the old "benefit to the client" is not even a factor anymore when a radio group charges for production. I could ONLY see and that is a very minimal charge if the station group was creating a different spot for the other station, but then again that's where the talent bank website comes in and the clients go right through the website. BUT remember, other stations (non-Forever) your worst mistake would be to create this website, market as your station is bringing it to the S.C. area. It should sound independent so the client knows that he can use his production anywhere he/she wants. I hope this helps and it's enjoyable reading how the Forever group is continuing to kill the market down there.
