Apparently radio executives haven't read Ries and Trout's 22 Immutable Laws of Marketing. If they had, they wouldn't keep pouring money into stations that are the number 3 rock or country stations in their markets when they could be using these under-performing stations to create a new category in which they can be number one.
John Raese's West Virginia Radio Corporation handed some enterprising competitor a gift when they fired Agnello and Johnson and gave up the monopoly they had on live, call-in talk radio in the Charleston market. Perhaps other radio companies like Bristol Broadcasting and LM Communications have not yet opened the gift because they are afraid West Virginia Radio Corp's Mike Buxser isn't finished giving Mike Agnello "second chances".
I keep hoping Scott Finn at West Virginia Public Broadcasting will accept the gift of having the monopoly on live, local, call-in talk radio. I know that Secretary Kay Goodwin, who sits on WVPB's governing board, is a fan of talk radio and WV Public Radio can actually put on a statewide show. If they don't want to go head to head against Hoppy Kercheval in the morning, they can take the old Johnson-Agnello slot from 3 to 6.
But I'd be OK if the new GM at LM Communications, Dotsy Klei, did it or if Mike Robinson at Bristol Broadcasting did it.
Somebody needs to do it. Live, local, call-in talk radio. It's a category somebody gets to have all to themselves in Charleston if they'll just accept the gift given them by John Raese and Mike Buxser.
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