Tag: "General Manager"
Talk Station that “Doesn’t Need to Sell Advertising to Make Lots of Money” Looking for Ad Sales Heavyweight to Make Lots MORE Money
By Mona Lipschitz
SANTA CRUZ — Michael Zwerling, the eccentric owner of one of the nation’s leading independent local talk radio stations, KSCO AM 1080, Santa Cruz/Monterey/Salinas/Silicon Valley, is looking for a general manager/sales manager to bring his station’s monthly ad billing up from “a laughable $30,000 per month” (his words not ours) to a “more respectable and completely doable $300,000 per month.”
Asked how a station billing only $30,000 in monthly ad revenue could be considered anything even REMOTELY deserving of being described as “one of the nation’s leading independent local talk radio stations,” Zwerling retorts, “Easy — ad sales have never been our focus in the past; we have done and continue to do very well, thank you, with our ‘royalties from radio’ revenue model we have employed for nearly 18 years. Yet we continue to serve our communities FAR better than most corporate-owned stations, and far better than most other independent stations that can’t AFFORD to serve their communities.”