Radio Stations Use War for an Orgy of Flag-Waving

Some big thinker once wrote, “Patriotism is the last refuge of scoundrels and radio stations,” or something like that.

While many businesses have jumped on the red, white and blue bandwagon to one degree or another, most radio stations have viewed the war with the manners of an attorney approaching a car accident: He gives the victims his condolences, then makes sure to slip them his business card, too.

With tactics that have ranged from assembling a human flag to running over a Saddam Hussein doll with a giant truck, local stations have been embroiled in a fierce game of “my flag is bigger than your flag.”

Originality hasn’t been in great abundance. It was scary to witness a half-dozen local stations scurrying to send out press releases, within a month of each other, touting the unique tape/video/care packages they were putting together for “our brave men and women overseas.” Stations squabbled over who actually thought of the idea to have motorists display their patriotism by driving with their headlights on. Listeners at all the stations were subject to a blizzard of war related T-shirts, Valentine’s Day troop promotions and attempts at patriotic sing-a-longs.

It’s difficult to remember how the stations promoted themselves before the war.

Few would dispute that KFMB has been the big winner in the local rally-around-the-flag contest, at least on the basis of quantity and overall fervor. KFMB-AM (760) has been airing patriotic songs during the day and calling itself the station that is “standing strong with our men and women in the Middle East.” KFMB-FM (B100) went for the big enchilada, garnering nationwide publicity for its “human flag,” which officials say attracted 30,000 people--even though only 4,000 were used in the flag.

“If the efforts are to try to find creative ways to show support for the troops, I think the benefits that come back are secondary,” said KFMB General Manger Paul Palmer. He noted that the station didn’t use sponsors or involve clients in the human flag. In other words, it was all B100.

The flag was “the best kind of promotion” because it allowed the station to reap benefits indirectly, through the “side door,” Palmer said. “We’re long-term players. It’s not like we’re putting money in and expecting to immediately get a pay-back.”

Invoking patriotic themes during wartime is an easy come-on and KFMB is just one of several stations that has attempted to make the most of it. It’s really a no-lose situation for the stations. Beyond pro- and anti-war sentiments, at a very basic level, it’s difficult to criticize attempts to support the troops.

Yet, there is always something a little smarmy about a radio station--or any entity--using the flag to promote itself. It’s akin to painting a candy bar wrapper red, white and blue and advertising it as the American bar. The candy bar has nothing to do with patriotism, and the tactic reeks of exploitation.

There is often the impression that stations are touting a charity policy of “give until it almost starts to hurt.” After the San Francisco earthquake in 1989, KFMB gave $10,000 to relief funds and immediately set about seeking publicity for the gesture. But the money did not come from the station’s profit margin. It was simply prize money the station had earmarked to give away to listeners.

The station made a fine statement by the donation, but, in effect, it could be accused of giving away other people’s money and then seeking to get a pat on the back for it.

“We sure didn’t get $10,000 of publicity out of it,” Palmer noted. “We’re trying to set an example. To that extent, we’re trying to create goodwill among listeners. It’s the difference between a promotion and trying to make people feel you’re a good community citizen.”

But make no mistake about it: The flag-waving events are definitely promotions. It’s the simple nature of the business. The stations are always looking for ways to capitalize on the mood of the community. In the case of the Gulf War, the stations were simply trying to ride the wave of public enthusiasm--and maybe spur it on a little bit. The stations say they were staying out of politics, but there certainly were no “bring the troops home” promotions.

Even rock ‘n’ roll stations, which once represented the “radical” elements of the community, were gleefully wrapping themselves in the flag. In a blinding flash of originality, XTRA-FM (91X) last week staged “Operation Postcard,” gathering its listeners together at Cabrillo Point to shoot a picture for the troops. Emphasizing that war makes strange bedfellows, 91X, the “cutting edge of rock ‘n’ roll,” worked on the project side by side with terrorist-hunting Congressman Randy “Call Me Duke” Cunningham (R-San Diego).

“It serves nobody’s interest to go on the air and put the war effort down,” said 91X Promotions Director Kevin Stapleford, noting that his station has a large military audience. “We tried to stay neutral and give out information.”

With the war over, the local stations now are gearing up for promotional events tied to the return of the troops. No doubt they’ll try to top each other with bigger and better displays of patriotism, waving the flag as often as possible.

The station worthy of support will be the honest and upfront one, the one that calls for its listeners to spell out in red, white and blue, “Listen to us!”

Always seeking subtle ways to lure viewers during a ratings sweeps period, KGTV (Channel 10) promoted its extremely hard-hitting and thoughtful series on prostitution by running advertisements featuring a picture of a woman’s cleavage. Viewers who tuned in were rewarded with such scintillating television moments as reporter Stephen Clark yelling to a prostitute, “Do you enjoy sex?” . . .

Displaying the type of human sensitivity typical of the radio industry, the management of KRMX-FM (94.9) has continued it’s bloody staff turnover, unceremoniously dumping Promotions Director Leslie O’Neal last week after she had spent five weeks helping the station (formerly Y95) establish its new identity. O’Neal, who supports a 4-month-old baby, quit a similar post she had held for four years with KCBQ to join the struggling station last September. O’Neal joins most of the management and on-air staff of a month ago on the unemployment line. . . .

Blade-Citizen City Editor Tim Mayer says he quit the paper two weeks ago after he received a letter from management telling him to back off on coverage of Oceanside Deputy Mayor Melba Bishop. “How do I do my job when I’ve been warned not to be too tough on one political camp?” said Mayer, who had spent seven years with the daily. Blade-Citizen editor Bill Missett said Mayer’s account is “not correct,” but declined to elaborate. . . .

When XHKY-FM owner Victor Diaz switched the station from 95.7 to 95.5 last month and increased the power, the move put the station in direct competition with Los Angeles-based KLOS-FM (95.5). Lawyers for Capital Cities Corp., owners of KLOS, jumped into action, and a few weeks later the normally cumbersome Mexican government revoked his temporary permit. Now the Mexico-based XHKY is back on 95.7, at a reduced frequency. “I did find something positive” in the situation, Diaz said. “I have concluded that radio is a powerful industry. The way these guys moved heaven and earth was really enlightening.”