News & Observer | newsobserver.com | Radio spots will accentuate the positive

North Carolina

Published: May 14, 2008 12:30 AM
Modified: May 14, 2008 02:45 AM

Radio spots will accentuate the positive

Story Tools

Advertisements
The economy's tanking, the mortgage market is a mess, and the cost of gas is rapidly approaching the once-unthinkable price of $4 a gallon.

But if that's a little too much reality for your morning commute, you can now tune into 850 The Buzz (WRBZ) or 620 The Bull (WDNC) for a little pick-me-up.

Those two stations started airing "Good News Newscast" spots this week, aimed at promoting some of the area's positive news.

"A lot of our listeners and clients are business owners and business managers," said general manager Brian Maloney. "There seems to be an underlying tone that while things may be a little bit challenging right now, the media isn't helping things."

The one-minute spots began running Monday and will play at least 800 times over the next three months. In all, the stations are donating $75,000 in air time to area chambers of commerce.

Despite the word "newscast" in the title, the first spot didn't contain much news.

Instead, Greater Raleigh Chamber of Commerce President Harvey Schmitt touted the area's accolades and honors. He said he welcomed the chance to talk about the positives.

"Bottom line is, I think our market is doing better than most," he said. "There's a lot of news nationally that may not adequately reflect on the vitality of our market. It may have a suppressing impact on people's buying habits."

Schmitt's spot goes right for the stations' target demographic: business professionals. It begins with an announcer saying, "Hey, Mr. Businessman, quit complaining about the economy. 620 The Bull ESPN Radio has plenty of great news about business right here in the Triangle."

That same spot ends with, "There you have it. Great news from your chamber president. Now, go out and buy something. This positive message is from your economy-busting friends at 620 The Bull, ESPN radio."

The Greater Durham Chamber of Commerce will tape its spots later this week and boast of Durham's revitalization efforts, downtown developments and business opportunities.

But don't expect a 100 percent hiatus from doom and gloom on The Buzz or The Bull.

Maloney said they will still offer traditional news updates -- both the good and the bad.

"You can't ignore earthquakes in China and things like that," he said.

All rights reserved. This copyrighted material may not be published, broadcast or redistributed in any manner.
No comments have been posted for this story. Log in to be the first to comment.


The News & Observer is pleased to be able to offer its users the opportunity to make comments and hold conversations online. However, the interactive nature of the internet makes it impracticable for our staff to monitor each and every posting.

Since The News & Observer does not control user submitted statements, we cannot promise that readers will not occasionally find offensive or inaccurate comments posted on our website. In addition, we remind anyone interested in making an online comment that responsibility for statements posted lies with the person submitting the comment, not The News and Observer.

If you find a comment offensive, clicking on the exclamation icon will flag the comment for review by the administrators, we are counting on the good judgment of all our readers to help us.

Hosting Partners of
newsobserver.com

Member of the
Real Cities Network

A subsidiary of The McClatchy Company