My father-in-law started and operated our radio stations for 58 years. They are operated on the fringe of a large metro area, but mainly serving a very rural community. My father in law felt "community" came first and totally catered to those in clubs, civic groups, churches, etc. with free ads and call-ins plugging their events, etc.
However, having worked for the local newspaper, I knew first hand that a church, for example, would come to the newspaper to announce a "bean supper" and the newspaper would suggest a small ad for, let's say, $100. The church member would say OK and then bring the same announcement to the radio station and, because of the nearly 60 year status quo, would expect that announcement to be read on the news for FREE.
Now I'm working with my wife to build the businesses and we are trying to overcome the FREE mentality. I don't want to gouge people, but they need to understand that if something is read on the radio, there should be a cost.
I understand there should be some things free and you can't charge for a news item and some things should be done for free, but i was thinking of making a policy that would say our station would air an announcement once on a news cast for free and after that, if that wanted it repeated we would charge a "NON-PROFIT" rate of so much per spot.
I just get tired of being used as a "tool for free" when people are spending money with a local newspaper that only publishes twice a week to about 3,000-5,000 customers and we're a radio station hitting 30 counties with over 1 million potential listeners.
Greg, I KNOW from where you come!!!! When I hosted Greensboro, North Carolinas first live call in talkshow over WBIG,I was told by management to book topics that would cause the phones to ring.I was told I could talk about anything as long as it was done in a tasteful manner.But along with booking these shows,came The American Red Cross,First Baptist Church and their spaghetti supper and on and on and on.Now you and I both know that NO ones gonna call in on topics like that even though they are worthy causes.Two ways we handled this.First,through PSAs
that were simply 1 or 2 lines we the announcers would read live off of Q cards 3" X 5" cards work great.We rotated them.Secondly and I feel the best way was to turn them over to our PR person.She then put these shortaned announcements together,picked a good music bed under them and carted them for air. Something like "Heres whats happening around town" They were 60 seconds long and she would get 2 or 3 announcements on each spot.There would usually be about 3 60s on a 3 1/2 minute cart.These were updated as needed and logged on the program log where they could be aired when we were not sold out.Now I know cart machines are no longer used but you get the idea here by me using this verbage.It worked GREAT and it's counted as PSA time you are required to air by the FCC. I WOULD NOT CHARGE for this but I would have a policy and understanding that their announcements would get as much airtime as anyone else using your "around town" program. And you and I both know we need to provide a service to our community but PSAs DO NOT pay for that transmitter to sit back there and gobble up power!!!!
