The Media Got the Message at Posh Sales-Pitch Party
About 100 movers and shakers gathered on the grounds of a luxurious Fairbanks Ranch estate last week, mingling and schmoozing with abandon on the veranda, which afforded guests a panoramic view of the San Dieguito River Valley.
It was a true Media Event, fairly typical of this ilk. The general managers and advertising honchos from almost every major radio and television station in town were there. There was Herb Klein, Editor-in-Chief of the Copley Newspapers, chatting with former City Councilwoman Gloria McColl, while Channel 39 General Manager Neil Derrough stood nearby with the station’s editorial director and sales manager.
Minor sales executives circled, shaking hands, seeking contacts, calling each other names like “Chuckster” and “Dude.” They displayed some great tans, deep, dark brown tanning salon tans, and a shared fascination with hair mousse.
In other words, it sure looked like an important Media Event. But no one seemed quite sure why it was important. In fact, few seemed to know exactly why they were there, beyond agreeing that it definitely seemed the place to be.
“I think we’re going to get pitched on something” was the best explanation one radio executive could come up with when asked why he was there.
The actual reason for the event became a topic of conversation. Most agreed it was a swanky party and that the food was great, especially the little cheese-stuffed ravioli with pesto sauce. But why, exactly, had they been brought together?
“You’re the third person who asked me that,” said one of the few women in attendance.
One advertising executive said he showed up because it was a good looking invitation. Indeed, it was a slick, three-color fold-out job, with seven red, white and blue license plates spelling (one word per license plate) “Wstrn Intl Media Nvites U2N XLNT Party.” The vaguely stated purpose: A “reception for the United States Training Committee’s premier training facility, the ARCO Training Center, and to preview its new Public Service Announcement campaign.”
But what did that mean? It certainly didn’t explain why so many people had answered the invitation.
In that sense it was a fairly typical Media Event. A cool invitation with a high-class address has the potential for a gathering of high-powered types and is often more than enough to bring together a crowd of media executives. The actual purpose of the event is almost irrelevant, or at least far down on the list of reasons people decide to attend.
Between trips to inspect the mansion’s wine cellar and discussions about the poolside topiaries in the shape of dolphins, it became a challenge to find one guest who could clearly identify the reason for the party.
“Please, tell me what it’s all about,” said one radio executive, while noticing the open bar out of the corner of his eye.
After several similar replies and some light chit-chat about the value of the house, one executive shed some light on the mystery.
“Western International is a big time buyer (of advertising time),” he said in a conspiratorial tone.
Ah, the specter of clout. That explained why so many advertising executives in their neatly pressed suits and loud ties were on hand to express support for whatever it was Western International was hawking. Since Western International was the host, they would gladly “preview (the) new Public Service Announcement campaign.”
The media bigwigs were herded into the marble-floored entrance way for speeches by the training center sponsors and the head of Western International, Dennis Holt.
The reason for the party soon became clear. More than “previewing” the spots, Western International wanted the local media types to give some serious free air time to the public service announcements, which urge people to buy commemorative Training Center license plates.
Sure, all those public service announcements for other charities and nonprofit groups are worthy, but maybe the executives would remember the mansion, the food and Western International’s buying power and run the training center spots a little more. This is the way the world works, in the eyes of public relations and marketing professionals.
Just to toss around a little extra clout, luminaries on the training center support committee were introduced, and a few little-known Olympic veterans gave moving talks about their Olympic experiences as they stood in front of the piano and the two-story picture windows.
Just when some in the crowd started to get bored, wondering if they could slip back to the bar without being noticed, the host introduced M.C. Casanova, the black rapper who raps the oh-so-hip radio PSA.
“I saw there are ladies in the balcony and I thought I was at the Apollo (theater),” said Casanova, who also noticed that there were few non-Caucasians in this crowd of movers and shakers. “I know a lot of people thought I was the butler, because you handed me your coats at the door.”
He went into the rap, sort of M.C. Hammer meets the DMV, urging people to buy the license plates in rappin’ rhyme.
“Say yeah!” Casanova called out.
And the elite of San Diego media did say “yeah!”
And then came the pitch. “I want just one station to volunteer right now to play that spot,” said Dennis Holt, president of Western International.
The elite of San Diego media looked at their feet.
After a few more speeches and blatant pleas for support, the crowd expressed their support and trudged out the door, picking up bags filled with Olympic Training Center paraphernalia--a golf towel, golf tees, a key chain and a coffee mug--on the way out.
“I’m not sure if we’ll run the PSAs any more than normal, but it sure was a nice house,” one executive said.
Rich Thomas is back from Phoenix and has returned to the job of program director at XHTZ-FM (Z90). He replaces Brian White, who replaced him a few months ago. White is “moving on,” according to station general manager Peter Moore. . . .
Three-hundred pound “Dancing Robert” Marena, who is featured in the syndicated television commercials which KGB-FM (101.5) uses to advertise itself, was arrested in Chicago last week for selling fireworks and explosives to an undercover federal agent. . . .
It’s truly impressive to see the wide and varied excuses “Hard Copy” and “A Current Affair” find to do stories on strippers and nudists on a nightly basis.
