Last Friday RBR was First to report Missouri Governor Matt Blunt signed legislation (in House Bill #487) allowing broadcasters to use an #800 number or Internet site to provide the required disclosure information for automotive advertising (7-8 TVBR #133).

Since Missouri is so far the only state so far to do so, we asked the man greatly responsible for getting the job done, Missouri Broadcasters Association President/CEO Don Hicks, more about how other state broadcasters/associations could get this legislation done in their states from a grass-roots perspective:

"I'm always reluctant to give advice to other states on how to get things done in their states. Every state is different, with a unique set of variables. This is particularly true when it comes to the dynamics of each state's General Assembly. But, I do think, with regards to this particular issue, it is extremely important to get the state automobile dealers association involved early. They typically will have a lot of experience in dealing with consumer issues at a state level.

Next, find a good sponsor. We had two great people, Senator Larry Taylor and Representative Bryan Pratt. They were both very skillful in getting this legislation through the Senate and House. We were deeply saddened by the untimely death of Senator Taylor. He was a good Senator and a good friend. He passed away the day before this legislation was signed by Governor Blunt. Finally, I would be remiss if I didn't mention the invaluable contribution of our lobbying firm, Gallagher Consultants. Harry and Sean Gallagher were our strategic strike force in making certain that this legislation stayed on track. Things happen very quickly in the General Assembly and a good lobbying firm is essential to a successful outcome. It is important to remember the primary goal here is to find a more effective and efficient method of getting the required regulatory information to the consumer. This benefits everyone. No one is served by having an announcer read the disclaimer at 90 miles/hour or by having three type-written pages of information crammed into the lower one-third of the screen in type face so small you need a microscope to read it. The consumer is not getting the required information in a comprehendible way, the purpose of the regulations are not being met and the ad looses its effectiveness."

RBR observation:
First this is a local victory not a national one since leaders at the association level of NAB, RAB, 4A's, TVB etc. have not been able to move anything inside the DC beltway and they probably won't just because there is too much on the plate of anyone to get anything completed. Plus, in all honesty this is a much better victory for local broadcasters and especially radio. Now the key will be to have other grass root state movements spin from Missouri and now take the mega bucks from your local newspaper. Just look at any Sunday auto section of any newspapers and count the opportunities.

(More from where the money is, the agency buyers, scroll down to AdBiz.)