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When I think about the word “local” I think about
broadcaster Jim Phillips from El Paso. He gave a me lesson
as to the definition of the L word when I consulted his
stations in that Texas city.
El Paso is A LOT larger than just the US population because
on the other side of the Rio Grande River in Mexico is the
city of Juarez. I would guess that the population of the
American and Mexican sides combined must be a million and a
half people (Citizens of El Paso will tell you that is a low
population figure……but who is counting.)
I guess that Jim just had “local” in his soul because his
professional history was more “big city” (born in Dallas)
and “national”.
For example it is very interesting that Jim was a CPA
working with the LBJ people in Texas. The story goes that
Jim compared the 50 percent profits of radio stations to 2
per cent of ball bearing companies. He immediately decided
to move into broadcasting, and hooked on as NATIONAL sales
manager for KFJZ in Fort Worth. He was in New York City a
lot working with his NATIONAL reps thinking in a NATIONAL
way.
Eventually he decided to buy a radio station in McAllen (the
only station in town) sold it for a profit, and bought a
station in the more lucrative market of El Paso (which had a
lot of radio station competitors). He must have learned a
heck of a lot about “local” in McAllen because when he
arrived in El Paso he put some “local” magic to work. His
stations were very successful in ratings and revenue.
Jim is a very likeable guy who smiles and laughs most of the
time. You would feel good around him as his new El Paso
friends did. Because he is a nice guy certainly has not hurt
his “local” achievements. Frankly, I can’t remember all of
the LOCAL groups of which he was president, but there were a
lot of them. I recall one evening that there was a joint
party between the Chamber presidents of El Paso and Juarez.
This was a formal dinner at a County Club in El Paso. Jim
was the President of the Chamber that year and his dinner
time was “local” spectacular. He created a pep rally
atmosphere!!!! All in attendance were applauding every line
as Jim stood at the podium and smiled, and smiled, and
smiled. I know because I WAS THERE.
His secret of being “local” was being at some social
function every night. He contributed time and effort to
these social organizations and still does. Jim’s wife, Nita,
is super involved too. And BY THE WAY the members of these
social functions were most likely advertisers on his radio
stations. Jim is not a dummy for sure!!!!
Jim has owned stations in El Paso twice. He sold out, and
bought again some years later. But he never stopped his
civic duties even when he did not own stations. “Local,
local, local”.
I asked him about his “local” style one day. He looked at
me, and sort of smiled and said, “I really like people, and
I like to help if I can”. I know most broadcasters feel the
same way. It is in our blood. For the new broadcasters…you
might learn the “local” lesson from Mr. Phillips. He indeed
could be the Mayor of El Paso if he elects to run.
I am fortunate to have Jim as one of my closest friends….but
then, everyone feels that Jim is their friend as well…and he
is!!!!!
e-mail Kent
kent@kentburkhart.com
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