EXCERPTS FROM MY LAST VISIT INTO THE FT. MYERS MARKET
Fillintheblank advertised an "employment open house" at their cluster on Thursday. I got up and drove across state to attend it. Also showing up at the time was a young guy who didn't even get dressed up pushing a baby carriage, and, a kid my son's age who had a friend of his drive him.
Let's move past the absence of any streamers balloons coffee or donuts, or even a sign that said " Open House". You walk in, sign a sign-in sheet at the front desk and wait your turn. Out of the door comes a fellow that looks like he was hired from behind the counter at Mc Donald's, who takes you back to the conference room to ask you five questions off of a templated card. I remember these questions:
1) Besides your experience why should we hire you.
2) Are you good at handling rejection.
3) Do you know anything about our stations or company.
4) How did you hear about our open house.
I wasn't offended by any of that....but I was offended that this nationally known company places an ad in an Internet trade, and the market manager DOS and LSM don't even show up to greet and meet the people who came...most of whom I'm sure are unemployed people from other fields. To them, this is what Radio is.
The young fellow according to his business card, is the young man who sells the banner advertising on their web sites.
Next a meeting with WMYR.
WMYR is doing a simulcast of a format they created and are attempting to syndicate: Timeless Cool. The format which is a mix of standards and contemporary blues, needs a lot of tweaking. They have a "fill" position in the hour which I guess covers an unsold spot cluster. Two songs that were played in this slot were " Nothing from Nothing" by Billy Preston and Thank You (fallettenme be mice elf agin) by Sly. These aren't bad records by themselves or in another context, but totally blow away any listener who likes Timeless Cool.
The guy who runs the company in Chicago, set up a meeting with me and his on-site manager in Ft. Myers. The manager also owns and operates a tee-shirt screening business, and operates out of an office in an industrial park in Ft. Myers. The stations operate out of Naples. They have a station in Marco, which he tells me they are flipping to Timeless Cool in December.
I show up and the manager, who is about XX years old and looks like AJ Benza from VH1, was recording a Sunday morning show with a client. As I waited in the lobby of this tee shirt-studio place, two company employees showed up, and began conducting a conversation about their former co-workers from Fillintheblank.
WMYR is the catch-all from which fired and disgruntled ex-Fillintheblank sales people land. Bobby it was so depressing, a bunch of young punks talking like big shots. This one's an a$$*OLE, that one had every account given to him, she probably fuc%&#@ this one to get this account.
When I finally met the manager, I asked him what sort of average unit rate he was getting. he said, " we're trying to get to fifteen, but they're getting NINE.
The company is more focused on selling Timeless Cool than operating the stations profitably...they think this is the route to their success and cash flows. I'm telling you this because you're genuinely interested in what happens in Ft. Myers, and this is what I learned.
Their objective now is to place a client in every market. All the stations are AM, and the programming is available on a cash only basis, no barter. The format needs a lot of tweaking, and they have no success stories with the format. In Florida, when this manager washes out, they'll hire another failed or fired salesperson from Fillintheblank, where the last 3 managers have come from.