How many times have we heard that in the past few years? And it's an honest lament from programmers and promotion directors that grew up in the business during a flusher time when marketing budgets were plentiful. But these days, unless your name is Jack or Fresh, it may be a tougher putt to procure a whole lot of money these days.
And that's why it becomes even more important for stations to generate buzz in more organic (read: less expensive) ways. That's why the stunt pulled off recently by Greg Bergen and the Entercom KYYS staff is so impressive. KY is one of three Rock stations in a large cluster that always has to fight for its fair share.
So when they decided to go for the Guinness world record for the most number of guitarists playing the same song at the same time, it was risky. But it worked. As the great Kansas City Star news story that's linked here shows, more than 1,680 pumped up guitarists showed up to an area baseball park to strum their stuff. The story has made international news, and has been written about and covered in an amazing number of media outlets.
The takeaways - passion, Classic Rock, a station with great fans, a local promotion/event, and some imagination - it's all there, and you can see the fruits of their labors. Hats off to Greg and the KY team for making a LOT of noise and proving once again the power of local radio.