WVKO gives new meaning to progressive talk in first week

[SeanMGilbow]

Didn't think I would be posting here for a while. However, I am on a waiting list to get my spots on the new station. And I'm not alone.

The Fitness and Nutrition Centers is also trying to get commercials on the station.

But here's a list of advertisers you can hear on WVKO as of right now:

Open Sky Day Spa
Uncle Sam's Pawn Shop
Ross Produce
Miracle Motor Sales
Nationwide Children's Sports Medicine
This Week Community Newspapers
Chipotle
Used Kids Records
Meat-Packers Outlet

It was nearly two weeks before the first local spot aired on WTPG.

As for the technical glitches...comparable to what we dealt with on AM 1230. The difference is the General Manager, Gary Richards, is doing everything in his power to get these resolved as quickly as he can. During the early months of WTPG (yes, I said months) we were used to hearing commercials for New York businesses via Air America's flagship station at the time. So the reliance on Chicago's WCPT, particularly for Ed Schultz, is nothing we haven't experienced before. And the signal is a heck of a lot better.

If what I'm experiencing is any indication, the only negative for WVKO is at least two advertisers are waiting to spend money. And those of us who advertise early in the game as the station is "under construction" know if we get commercials on now with a ready-made audience, we get the most bang for the buck. From the resultant customers, we can reinvest in more commercials. And we'd be in a position to spend for more expensive ad time once all the pieces of the puzzle are in place.

Compare that to the gradual drop in ad rates at WTPG.

Gary Richards' predicament, and I say this in a positive light, of having advertisers ready to write out checks is the dream of the likes of JohnBoy Crenshaw and Phil Boyce. Dream on, gentlemen. ;D

By the way...the group leasing WVKO calls itself CowTown Communications. But it just might have to look into changing its name to Cash CowTown Communications.

Happy Hanukkah.

 

[JohnboyCrenshaw]

Hi Sean,

Thanks for the "shout out." I appreciate the correct spelling of my name. Please note, however, the "b" is lower case.

I can also offer this piece of advice: if you wish to avoid the waiting list to get your commercials on the air, offer to pay more money. (That strategy usually works.)

Best to you and your family this holiday season!

JbC

PS: dream realized.

 

[SeanMGilbow]

So noted. Good night, Johnboy. 8)

 

[Radioboy989]

Good night, Johnboy. 8)

I don't care who you are, that there was funny!

 

[kirkiefan]

Cow Town lol! I like that being in COWlumbus

Bring in Laylia the bellydancer shaking her stuff wearing a cow costume! ;D lol!

 

[KFodor]

OK, I'm going to attempt to take the vitriol out of this discussion and just talk radio basics here.

I can appreciate the pressures Gary Richards was under to get the station on the air. There may have been other pressures not publicized that also caused Gary to launch the station when he did. I know Gary and can appreciate what he's up against.

That having been said, I believe "you only have one chance to make a first impression." If the station is operating with cheap sounding liners, if there are technical switching issues, they need to be resolved ASAP! There has been significant local coverage of the sign on of WVKO. People know it's there. You are now being compared with the professionalism and competence of WTVN, WBNS, WMNI, etc. If you sound like a shoe-string operation, (think...Percy Squire) people will treat you as such. Act like you're a station in market 37! You will not get "pity points" for being a small local operator.

The advantage WVKO has is that they don't have to make wide, corporately dictated profit margins to survive. I know I've spoken on these boards before about a 2 share 12 plus "minimum" to survive. Actually, WVKO could make it on a mid to high 1 share or a 2. Why? The strategy would be to sell to local businesses at local rates. The local sports broadcasts they say they will do could almost support the liberal talk, if needed. (Though advertising through the dayparts is essential.) And, yes..if you get an advertiser willing to promote the quantifiable results of advertising on WVKO, pound it in promos!

Yes, marketing is essential. The ads you hear for Columbus Monthly or The Other Paper are often trade or cash plus trade advertising in return for print ads. So, there's some promotional opportunities there. In time, (once revenues stabilize), cable TV could be possible. Whatever you do: target the University area, the Short North, Bexley, German Village, etc. Do the Gallery Hops, the community festivals. Be on the street, and in people's face. How 'bout a community blog on the website? Let the arguments go on online! Sign up with Live 365 and stream online if your contracts allow! There's a campaign coming...how 'bout cheap campaign buttons that say: "Change can be a good thing. 1580/WVKO."

Be creative in your promo copy: "We're not Rush Limbaugh's favorite station...and we're proud of it." Or,
"We're not right...but neither are the other guys." Or, to quote commercial copy here, "Because sometimes...you have to make a left turn." Don't take yourselves too seriously. It's only radio.

Do I agree with the politics of this? Nope. Not all of it. But, I'm taking off my conservative hat and putting on my radio programmer's hat.

Oh yeah...on their signal: 3200 watts is better than before. But, WBNS is 5 kw...and their signal isn't what I'd call "stellar".

 

[cadkins6739]

One of the smartest most well thought posts I've read on this list, a joy to read. You are so righ on first impressions, I've mentioned that before on some posts I've written. If people get tired of waiting for you to "get it together" and it takes too long, they'll leave and you won't get them back. At least the fact the Progressive Talk is a nich does help. I don't know Gary, but would love to help him. I think first and formost, they need to clean up their audio on their STL, no doubt. There is NO I mean NO excuse for sounding like a 1960's telephone remote all the time. If you can't afford to have a even a fair sounding audio signal, you shouldn't be on the air. It's like serving McDonalds bugers only, until you make enough money to afford the fries!!!!

OK, I'm going to attempt to take the vitriol out of this discussion and just talk radio basics here.

I can appreciate the pressures Gary Richards was under to get the station on the air. There may have been other pressures not publicized that also caused Gary to launch the station when he did. I know Gary and can appreciate what he's up against.

That having been said, I believe "you only have one chance to make a first impression." If the station is operating with cheap sounding liners, if there are technical switching issues, they need to be resolved ASAP! There has been significant local coverage of the sign on of WVKO. People know it's there. You are now being compared with the professionalism and competence of WTVN, WBNS, WMNI, etc. If you sound like a shoe-string operation, (think...Percy Squire) people will treat you as such. Act like you're a station in market 37! You will not get "pity points" for being a small local operator.

The advantage WVKO has is that they don't have to make wide, corporately dictated profit margins to survive. I know I've spoken on these boards before about a 2 share 12 plus "minimum" to survive. Actually, WVKO could make it on a mid to high 1 share or a 2. Why? The strategy would be to sell to local businesses at local rates. The local sports broadcasts they say they will do could almost support the liberal talk, if needed. (Though advertising through the dayparts is essential.) And, yes..if you get an advertiser willing to promote the quantifiable results of advertising on WVKO, pound it in promos!

Yes, marketing is essential. The ads you hear for Columbus Monthly or The Other Paper are often trade or cash plus trade advertising in return for print ads. So, there's some promotional opportunities there. In time, (once revenues stabilize), cable TV could be possible. Whatever you do: target the University area, the Short North, Bexley, German Village, etc. Do the Gallery Hops, the community festivals. Be on the street, and in people's face. How 'bout a community blog on the website? Let the arguments go on online! Sign up with Live 365 and stream online if your contracts allow! There's a campaign coming...how 'bout cheap campaign buttons that say: "Change can be a good thing. 1580/WVKO."

Be creative in your promo copy: "We're not Rush Limbaugh's favorite station...and we're proud of it." Or,
"We're not right...but neither are the other guys." Or, to quote commercial copy here, "Because sometimes...you have to make a left turn." Don't take yourselves too seriously. It's only radio.

Do I agree with the politics of this? Nope. Not all of it. But, I'm taking off my conservative hat and putting on my radio programmer's hat.

Oh yeah...on their signal: 3200 watts is better than before. But, WBNS is 5 kw...and their signal isn't what I'd call "stellar".

 

[gabigley1]

WVKO-AM had good sounding audio when it signed back on the air from it's new transmitter site site in mid July.
They have had terrible audio for over two months now because of some equipment breakdown.
The audio should have been fixed before the debut of Progressive Talk 1580 because,
like people have said here, you only have one chance to make a good first impression.
Don't look for this audio issue to fixed any time soon because it has been this way for at least two months.

Personally, I hope they fix the problem because I can't stand to listen to such terrible audio on the radio and I'm a fan of the format. This can only hurt them in the long run.

 

[RF Man]

WVKO-AM had good sounding audio when it signed back on the air from it's new transmitter site site in mid July.
They have had terrible audio for over two months now because of some equipment breakdown.
The audio should have been fixed before the debut of Progressive Talk 1580 because,
like people have said here, you only have one chance to make a good first impression.
Don't look for this audio issue to fixed any time soon because it has been this way for at least two months.

Personally, I hope they fix the problem because I can't stand to listen to such terrible audio on the radio and I'm a fan of the format. This can only hurt them in the long run.

The reason the audio sounds this way is because the programming is being received via the internet. I believe that Gary Richards pointed this out himself when he mentioned they are not able to receive a signal via satellite because there are buildings in the way. Poor choice of location by the previous owners. This situation will be rectified soon as the dish is being relocated to a more suitable location.

 

[SeanMGilbow]

Meanwhile, the advertisers continue to grow:

Open Sky Day Spa
Uncle Sam's Pawn Shop
Miracle Motor Mart
Meat-Packers Outlet
Used Kids Records
CleanLeft.com (my business)
Ecole-Maison Enrichment Center
Sanfilippo Produce
Honda Marysville
Columbus Clippers
Fun-Trail

Compare that to the first two weeks of AM 1230 as a progressive talk station:

 

[xmusicmatt]

The reason the audio sounds this way is because the programming is being received via the internet. I believe that Gary Richards pointed this out himself when he mentioned they are not able to receive a signal via satellite because there are buildings in the way. Poor choice of location by the previous owners. This situation will be rectified soon as the dish is being relocated to a more suitable location.

Couldn't they put the Dish and the receiver at the Transmitter site and get a DSL line or something and use a pair of Comrex Access units to send the audio back... I would think it would even be possible with technology some how to send the queues back to the studios also some how to allow proper joins and parts from the Syndicated content.. I remember reading somewhere once about a station doing that as they could not locate a satellite dish at their studios I cant remember where I read it though.

 

[chip4]

Meanwhile, the advertisers continue to grow:

Open Sky Day Spa
Uncle Sam's Pawn Shop
Miracle Motor Mart
Meat-Packers Outlet
Used Kids Records
CleanLeft.com (my business)
Ecole-Maison Enrichment Center
Sanfilippo Produce
Honda Marysville
Columbus Clippers
Fun-Trail

Compare that to the first two weeks of AM 1230 as a progressive talk station:

I wonder what kind of schedule Uncle Sam's Pawn shop bought. Or was it trade.

 

[CBusDave]

Meanwhile, the advertisers continue to grow:

Open Sky Day Spa
Uncle Sam's Pawn Shop
Miracle Motor Mart
Meat-Packers Outlet
Used Kids Records
CleanLeft.com (my business)
Ecole-Maison Enrichment Center
Sanfilippo Produce
Honda Marysville
Columbus Clippers
Fun-Trail

Compare that to the first two weeks of AM 1230 as a progressive talk station:

I wonder what kind of schedule Uncle Sam's Pawn shop bought. Or was it trade.

LOL. I don't care who you are or what your political affiliation is... now THAT is funny.

 

[KFodor]

The reason the audio sounds this way is because the programming is being received via the internet. I believe that Gary Richards pointed this out himself when he mentioned they are not able to receive a signal via satellite because there are buildings in the way. Poor choice of location by the previous owners. This situation will be rectified soon as the dish is being relocated to a more suitable location.

Couldn't they put the Dish and the receiver at the Transmitter site and get a DSL line or something and use a pair of Comrex Access units to send the audio back... I would think it would even be possible with technology some how to send the queues back to the studios also some how to allow proper joins and parts from the Syndicated content.. I remember reading somewhere once about a station doing that as they could not locate a satellite dish at their studios I cant remember where I read it though.

Sure...but, those Access units are around $3500 per to buy...and you also have to make sure you're in an area where you can get a decent cell phone or wireless connection...then, add the cost of an ISDN and receiver. You're talking some pretty decent change for a station that's just off the ground and (apparently) on a shoestring...

 

[cadkins6739]

Wait a minute, the poor audio started before the talk format did so the poor audio and internet signal have nothing to do with each other. Also, correct me if I'm wrong but didn't the current investment group who owns them now pick the transmitter sight? I thought that was a reason for the year or more being off. The poor audio is because of the bad audio on their STL which means it will be bad no matter what they air local or otherwise!!!

WVKO-AM had good sounding audio when it signed back on the air from it's new transmitter site site in mid July.
They have had terrible audio for over two months now because of some equipment breakdown.
The audio should have been fixed before the debut of Progressive Talk 1580 because,
like people have said here, you only have one chance to make a good first impression.
Don't look for this audio issue to fixed any time soon because it has been this way for at least two months.

Personally, I hope they fix the problem because I can't stand to listen to such terrible audio on the radio and I'm a fan of the format. This can only hurt them in the long run.

The reason the audio sounds this way is because the programming is being received via the internet. I believe that Gary Richards pointed this out himself when he mentioned they are not able to receive a signal via satellite because there are buildings in the way. Poor choice of location by the previous owners. This situation will be rectified soon as the dish is being relocated to a more suitable location.

 

[SeanMGilbow]

Uh...pardon me for interrupting the debate over sound quality, but...

I JUST GOT MY FIRST SALE IN JUST ONE WEEK OF ADVERTISING.

You can also add Fitness and Nutrition Centers among the advertisers.

 

[RF Man]

Chuck,

After being in the business as long as you have you should know that you just don't pick any transmitter site and go with it. It has to be suitable for the licensed power and coverage and ultimately gets approved by the FCC. The old transmitter site was at the Sunny 95 studios and the previous owners were asked to leave due to non payment of their lease. This was the reason why it had to be relocated and took so long to get back on the air.

As far as the poor audio previous to the current format my guess is they are using a codec to get the audio from place to place as there is no STL receive dish on any of the towers. If this is the case it may have to do with more bandwith needed for better audio. Just a guess though. Do the local commercials sound like bad audio quality?

Wait a minute, the poor audio started before the talk format did so the poor audio and internet signal have nothing to do with each other. Also, correct me if I'm wrong but didn't the current investment group who owns them now pick the transmitter sight? I thought that was a reason for the year or more being off. The poor audio is because of the bad audio on their STL which means it will be bad no matter what they air local or otherwise!!!

 

[cadkins6739]

Wait a minute, I think you miss-understood my last post. I was just pointing out that the current owners picked the tower sight, not the previous owner Stop River Bend. I am very much aware of the process and what happened. The investment group who took over the station from Stop Riverbend picked the sight, put it on the air, and are doing an LMA now. It was mentioned in an earlier post that the previous owner Percy and Company used poor judgment in locating the tower where it is and that's the reason the current owners D B Zwern are in a situation of poor satellite availability where they are. I assure you there are quite a few people who have been in radio much longer than I have and probably know less. I love how people on this list love to insult others intelligence.

I am all for WVKO and hope they sell more adds than they have time to run, and I suppose that people probably don't care much about AM radio quality.

Chuck,

After being in the business as long as you have you should know that you just don't pick any transmitter site and go with it. It has to be suitable for the licensed power and coverage and ultimately gets approved by the FCC. The old transmitter site was at the Sunny 95 studios and the previous owners were asked to leave due to non payment of their lease. This was the reason why it had to be relocated and took so long to get back on the air.

As far as the poor audio previous to the current format my guess is they are using a codec to get the audio from place to place as there is no STL receive dish on any of the towers. If this is the case it may have to do with more bandwith needed for better audio. Just a guess though. Do the local commercials sound like bad audio quality?

Wait a minute, the poor audio started before the talk format did so the poor audio and internet signal have nothing to do with each other. Also, correct me if I'm wrong but didn't the current investment group who owns them now pick the transmitter sight? I thought that was a reason for the year or more being off. The poor audio is because of the bad audio on their STL which means it will be bad no matter what they air local or otherwise!!!

 

[knowbetter]

Wait a minute, the poor audio started before the talk format did so the poor audio and internet signal have nothing to do with each other. Also, correct me if I'm wrong but didn't the current investment group who owns them now pick the transmitter sight? I thought that was a reason for the year or more being off. The poor audio is because of the bad audio on their STL which means it will be bad no matter what they air local or otherwise!!!

I have not bothered to listen, talks not my thing, so I shouldn't comment...but here are some general thoughts

poor audio???

1. satellite, vs internet, the quality is probably going to be better on the bird
2. sending audio thru codecs multiple times, tends to garble the audio even worse
3. satellites tend to suck downtown
4. and it looks like somebody needs a cheap solution, so

Consider getting on of the Freebee automation systems, (ie zararadio), and place a receiver and it out at the transmitter site. Also, put an ebs box out there, and use the current dsl to control everything, and also send station audio and commercials out to that box when required, either live or as data as required.

or simply get a better, but not necessarily cheaper way to move you audio. A two hop data system could bring back audio from the transmitter site, and send real audio to the transmitter.

a couple of points, a radio station is only as successful as long as the product is comfortable and attractive (easy to listen to). Nobody will listen to bad audio for any length of time, no matter how exclusive the product. Seems to me that without great to good audio, TSL isn't going to be real good, and isn't that sorta necessary for a talk format? With the money they put into that transmitter plant, it seems strange they didn't at least bother to provide a decent feed to it. It was crap during the setup, and apparently crap now, but the BE is probably the best sounding AM transmitter available today.

I guess they should just fix it

General question two...

Who or what is Sean Gilbow?

 

[gabigley1]

The Columbus Post published this article on December 21, 2007 called 'WVKO on air again'

Click here for more: http://www.columbuspost.com/news/headlines320.html

'WVKO on air again'

The new version of WVKO 1580 AM, on the air since December 3, is filled with syndicated talk programming, not talk that is generated by members of the community. Many wonder if it will return to what it used to be instead of national syndication services that fill time slots. The station broadcasts seven days a week.

"We inherited the voice of the black community. To that, I am very sensitive. I worked there for several years before the station went off the air and lived in Columbus way before that. How could I not be aware," said Gary Richards who undertook the revamping of the station when the opportunity was extended to him.