Wage Increase Deceptive, Say Feds

Another Snow, Another Day Off In W-b Area

By JOE BUTKIEWICZ; Times Leader Staff Writer
 Sunday, January 16, 1994 &nbsp;&nbsp;&nbsp;&nbsp;Page: 3A QUICK WORDS: VISITOR'S BUREAU, WARM
FORM EXCLUSIVE ALLIANCE 





An agreement that has the Pennsylvania Northeast Territory Visitors Bureau
saying it's only WARM for them has left at least two other radio stations
cold. &nbsp;&nbsp;&nbsp; 
 The bureau, which is based in Avoca and promotes tourism for both
Lackawanna and Luzerne counties, accepted a proposal of WARM-AM (590) that
designates the radio station as the "New Voice of the Territory." &nbsp;&nbsp;&nbsp; No money is exchanged, said bureau Executive Director M. Susan Breen. Since
November, the station has broadcast one-minute commercials for the bureau,
seven days a week, as frequently as five times a day on weekdays. &nbsp;&nbsp;&nbsp; 
 In turn, the WARM logo and the times the commercials are broadcast are
featured on bureau handouts, such as 10,000 group-tour planners, a newsletter,
media guides and stand-alone fliers. The printed materials began appearing
this month. &nbsp;&nbsp;&nbsp; 
 Breen said she received one complaint. &nbsp;&nbsp;&nbsp; 
 "Only from the (Scranton) Times. My understanding is the Times owns a radio
station, and they weren't included," she said. &nbsp;&nbsp;&nbsp; 
 The company that owns the Times also owns WEJL-AM and WEZX-FM. &nbsp;&nbsp;&nbsp; 
 A Scranton Times story about the agreement prompted the complaint of Robert
Cordaro, a Scranton attorney and part owner of WKQV-FM, and Jim Davey, general
manager of WEJL-AM and WEZX-FM. &nbsp;&nbsp;&nbsp; 
 Neither Cordaro nor Davey returned telephone calls to The Times Leader. &nbsp;&nbsp;&nbsp; 
 "WARM was smart," Breen said. "They sensed the value of the partnership." &nbsp;&nbsp;&nbsp; 
 She said tens of thousands of people travel through the area. The
Pennsylvania Department of Tourism estimates that $240 million was generated
by tourists in the two counties in 1991. &nbsp;&nbsp;&nbsp; 
 Jim Loftus, general manager of WARM, WMGS-FM and WBHT-FM, said Breen had
suggested in conversation the idea of using low-power transmitters to reach
travelers. When Loftus told her technical obstacles and expense would make
that plan difficult, he suggested the agreement. &nbsp;&nbsp;&nbsp; 
 "It was me going to (Breen) with an idea," Loftus said "No one else had the
insight or the commitment or the staff. We truly create these messages. It's a
lot of work, and we donated $75,000 of air time." &nbsp;&nbsp;&nbsp; 
 The one-minute spots announce performances of the Philharmonic, dance
groups and other events and direct travelers to places such as Steamtown and
Eckley Miners Village. &nbsp;&nbsp;&nbsp; 
 "If commercials convince travelers to get off the highway and visit,"
Loftus said, "... all of our listeners and clients and communities benefit." &nbsp;&nbsp;&nbsp; 
 Breen said in the future the Visitors Bureau will probably invite other
radio stations to participate. Loftus said exclusivity is part of the current
agreement, but in the future, if other stations were included, he would
consider remaining a sponsor. &nbsp;&nbsp;&nbsp; 
 And in the meantime, Breen said the fuss is encouraging. "Quite honestly, I
think it's neat to have radio stations fighting over it." &nbsp;&nbsp;&nbsp; 
 M. Susan Breen

Visitors Bureau, Warm Form Exclusive Alliance Pact Has Other Stations Wanting In On The Deal