Another broadcaster fires back at Forbes

Another angry broadcaster has checked in, telling us he's canceling his subscription to Forbes magazine after reading its latest cover story (8/31/04 RBR Daily Epaper #170). Rick Cavagnaro, Vice President of Sales at Columbia Gorge Broadcasters in The Dalles/Hood River, OR, tell us he's not concerned about the article's critical view of radio, but rather the "ambush approach" of the article, which portrayed terrestrial broadcasters as bullies using their political clout to unfairly hold back competition from satellite radio. Here's what he had to say.

"I've never known a true broadcaster to back down from a fair fight...but this presentation was a one sided, blind attack.

Broadcasters who aren't serving their local communities are only inviting satellite to challenge their markets. This is a huge issue, not only for the major groups, but for local broadcasters. We don't live in a vacuum and the Hugh Panero's of the world are not our only competitors.

If you don't get up every morning seeking ways to further your involvement in your community, you are simply not doing your job! An old boss in the early 70's taught me that 'if you want your community to be vital to your station, you must first be vital to the community'.

So many broadcasters have done this for some many years that I'm insulted by Hugh Panero's view of radio people as 'bullies' that are stopping his growth. Come on Hugh, if you want to invest the time and money that we have, there may be a level playing field. I really don't blame Hugh for this deal...just a rookie reporter that got sucked into a compelling story. Scott Woolley is probably just a young reporter who was out of control. It's another wake up call for broadcasters to make sure we have the right objectives.

The Satellite competition is welcome...bring it on. As an operator of five local stations answering a parade of local needs daily, I would love to see a plan from XM or Sirius that will serve my market better than we do. I would doubt that XM or Sirius have a plan to serve The Dalles or Hood River.

There is yet another point to be made as satellite is being presented as 'competition' for radio. It's actually an alternative media that provides competition for the consumer's attention. This can also be said for CDs, Books on Tape, or screaming kids in the car. I will spare you with further thoughts about this issue but will if you request.

Rick Cavagnaro
VP/Sales
Columbia Gorge Broadcasters

PS: If a media that gets only 7-9% of the advertising dollar can 'push you around'...maybe you are getting bullied by the little guy."