5/13/1994
Somehow, it all made sense. The Las Vegas Strip…Siegfried And Roy…$4.95 steak and lobster buffet…Tony Orlando in concert…the Chicken Ranch…white tiers in a glass cage…the Hitmakers Convention. Las Vegas lost Wayne Newton, but it gained Barry Fiedel…if only for a weekend.
Actually, Las Vegas, with or without Barry or any convention, is a perfect place for the radio and record communities to gather. The hype is turned way up, millions are spent promoting meaningless images, sleaze is evident everywhere, billboards boast slogans, there are hundreds of great restaurants, thousands of games are available, American Express is honored everywhere and cash plays. But best of all, there a re lots of places to hide.
Any visit to Las Vegas starts with a plane trip. And the flights themselves tell all. On the way over, the plane is filled with excitement. Laughter is prevalent, people are quick to share their winning philosophy, the guy beside you willingly offers his “can’t miss†roulette system, the pleasing aroma of cologne and perfume fills the air, clothes are pressed, fresh and often brand new toasts are offered, conquests are promised and, more often than not, the passengers break into applause when the wheels touch down on the runway. The return flight is quite different. There is little talk…only grunts and grumbles. The atmosphere is more like a funeral. Most passengers are asleep or in states of depression. Drinks are gulped quickly. And the air is full of sweat and thick with the smell of defeat.
But in between those flights, the world is yours…and all that’s in it. If you consistently hit 14 and get a 7. Or roll 6 the hard way three times straight.
The actual Hitmakers convention was secondary to all of the other things going on in Las Vegas. And maybe that was the way it should be. It was a good place to be if you were a radio programmer from a smaller market. With at least a 15-to-1 ratio of record folds to those in radio, if you could actually add a record somewhere, the odds were good that you might be treated with some modicum of respect.
The panel exhibiting the most fireworks was the “Face To Face†gathering Saturday afternoon. Those in the audience got “up close and personal†with several programmers and a couple of members of the trade press. Many questions were asked (including at least two disjointed seemingly drug-induced ramblings) and none were adequately answered, although a consensus could have been mustered that more cash could stimulate more airplay.
The main point, if there was one, was that now more than ever before, each radio station in each market looks to individual statistics to determine whether or not to add a record. “Top 10†and “Most Added†seem to play a significantly smaller part than ever before when adding records. How a record fits the particular station’s format and how well the record is selling in the local market are the important criteria. The audience missed what I believe was a significant point. More and more radio programmers are using their own criteria and “gut†instincts in formulating their playlists. For years, those in the record community abhorred research and computer facts when used by radio station to make record decisions.
Now, with PPWs, BDS and SoundScan, the record community is using research and computer facts to convince radio programmers to add records. Those arguments are falling on deaf ears.
Record promoters cannot depend on generalized research to convince radio programmers to add their records. Specific knowledge of individual stations and markets are the keys…if indeed, there are any real keys.
On the flip side of the coin, radio programmers must view a single’s track record nationally. It stands to reason that if a record is selling and performing extremely well across the country, at least it bears consideration for play on your station. When I was programming, I always kept an eye on national charts, not to decide my playlist, but to make sure I wasn’t missing something viable. National airplay and sales are particularly important because your audience is exposed to product (through music videos, syndicated shows and other outlets) that wasn’t available in years past. Although you might make decisions on what is best for your radio station and your audience, don’t believe that you are their only source of service. Consider all factors when making a decision.
Random thoughts and observations: Daniel Glass was picked up at the airport by some long-haired guys in a Four-By-Four; Todd Cavanah needs to work on his golf swing, but he’s got the cursing part down pat; Burt Baumgartner is a class act; Ken Benson will laugh if the jokes are funny; Marc Benesch has perfected his “Houdini†routine; Bruce Tenenbaum is getting there; Barb Seltzer works the big rooms better than anyone and Dale Cannone works the alleys; Tony Novia could be one of the smartest people in radio; Mark Bolke wasn’t serious; Jerry Blair “you no plan;†Bob Greenberg had a birthday; Jeffrey Blalock stands tall, but Bruce Reiner slouches taller; Bill Pfordresher can’t throw dice (neither could anyone else); Dave Robbins has quietly turned WNCI around; Dave Ferguson is the best kept programming secret in the country; Chuck Field is second; Charlie Walk looks good in cowboy boots; Greg Thompson and Valerie DeLong work radio; Rick Stacy didn’t want to talk about trades; Joel didn’t either; Mark Gorlick and Bruce Schoen were separated at birth; Hilary needs a new last name; Michael Marti has a new hair stylist; Laure Holder is Seattle’s shining star; Louis Caplan knows exactly what he’s doing; Marc Rather bets the don’t pass line; Dave Shakes gave good advice to a questioner who didn’t listen; Ron Geslin can stay up past midnight; Justin Fontaine can also; Craig Coburn actually won money; David Leach hit ‘em long; Joe Riccitelli spent Friday night downtown; Steve Richards had a great “thinner†story; Billy Brill is a story himself and Hix still hits ‘em dead right under pressure.
Questions that weren’t asked: What did Barry do with his white shoes? Where was Bobby Poe?
Questions that weren’t answered: Are there any radio people at this table? Who’s picking up the tab? Is that guy eating the lobster with a station? Why are we here?
And the only question I care about: Was I funny or what?