Caso estación de radio

WEDR-FM RADIO STATION

INTRODUCTION

WECR-FM 15 a black radio station in Miami, Florida. In 1962,
.it was purchased for approximately $25 ,000. Its lego once was
'STAR FORCE 99." Its present logo is "99 JAMZ." In 1991, WEDR-FM became one o! the leading radio stations serving the Miami-Ft. Lauderdale are a of Florida, through excellent programming, recruitment of top-notch personnel(e.g., DJs, program director), and by replacing a 165-foot antenna in Liberty City (part et Miami) with a 926-!oot antenna much further north in North Dada, off Highway 441. This much taller antenna allowed WEDR to broadcast much more powerfully, with better transmission/reception, and to a larger geographic area than before. The station could now be picked up within a 90 mile radius of thestation on Highway 826 North (Palmetto Expressway) in Miami, which was not the case before.

The success of 'WEDR (99.1 FM) illustrated that a black-run radio station playing music by blacks for blacks could be among South Florida's top radio stations, AM or FM. This also underlined the growing importance of the black market, as the station’s success came amid intense competition for blacklisteners.

SERVICE

According to Jerry Rushin, Vice president and General Manager,
WEDR' s main service consisted of selling air time, i. e. ,
commercials. Advertisers included large and small white businesses

and black businesses. Some of the largest advertisers were Frito-Lay, Sunbank, J. Byrons clothing stores, and Calder race track.

Table 1 is a sample of the rate card, for 60-secondadvertising spots en WEDR. Note that these spots are more expensive during 5:30 A.M. - 10:00 A.M. and 3:00 PM - 8:00 P.M. than at other times or the day. Least expensive spots are during early morning hours, 1:00 A.M. - 5:30 A.M. Thirty-second rata9 are 85% or applicable 60 second rates. The grids refer to the frequency el advertising spots during a given time period. For example, during 5:30 A.M.- 10:00 A.M., each of 6 60-second advertising spots during grid VI will cost $185, against each of J 60-second spots costing $250 in grid III. WEDR sold about 12 minutes of commercial time during each hour, equivalent to roughly 12 x 24 2 288 minutes (4.8 hrs.) a! commercials for every 24 hours of operation.

  TABLE 1
Sample Rate for 60-Second Air Time en WEDR____________________________________________________________

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GRID: I II III IV V VI
HON - FRI 5:30 a.m. - 10:00 a.m. 300 275 250 225 200 185
MON - FRI 10:00 a.m. - 3:00 p.m. 240 220 200 180 160 150
MON - FRI 3:00 p.m. - 8:00 p.m. 275 250 230 200 185 175
MON – FRI 8:00 p.m. - 1:00 am. 125 125 125 125 125 125
MON - FRI 1:00 a.m. - 5:30 a.m. 40 40 40 40 40 40
SAT6:00 a.m. - 10:00 a.m. 100 100 100 100 100 100
8AT 10:00 a.m. - 3:00 p.m. 275 250 230 200 185 175
SAT 3:00 p.m. - 8:00 p.m. 240 220 200 180 160 150
SAT 8:00 p.m. - 1:00 a.m. 125 125 125 125 125 125
SUN 8:00 a.m. - 11:00 a.m. 150 140 130 120 110 100
SUN 11:00 a.m. - 3:00 p.m. 170 160 150 140 130 120
SUN3:00 p.m. - 8:00 p m. 95 95 95 95 95 95
SUN 8:00 p.m. - 1:00 a.m. 75 75 75 75 75 75
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News/Sports/Gaspel Sponsorships additional 10t.
1/3, 1/4 TAP Plans 85% e! applicable Grid average.

TAP ~ Total Audience participation. Advertisers who
buy this plan have their ads spread over the entireday.

ROS Plans Mon-Sun, 5:30 a.m.-5:30 p.m., 65% af applicable Grid.

ROS 3 Rotation of Schedule or Run e! Schedule. An advertiser with a ROS plan will have his ads played at different times during a pre-specified time period, e.g., between 5:30 a.m. and 5:30 p.m.

:30 Second Rates, 85 % of applicable :60 Second Rate.

All rates are based an availability at time al purchase and may be...