The Rural Voice, 1994-05, Page 45would be happy to expand his
network but only to a certain point.
He wants coverage. If that takes
eight stations, then so be it. Twelve
stations? That would be fine as well.
As long as he can have quality, not
quantity. He wants to avoid
Driscoll's line-up of 32 stations with
10 that make money, 10 on the border
and 12 that make him nothing! If
anything, those 12 help inflate his
numbers for commercial buys from
advertising agencies; 32 stations look
better on paper than 20.
Not that Guy already has his
mind on expansion though.
He toys with the idea that
some day, he might move his
network in a different direction. At
present, he's more concerned with
local representation when selling the
network programming. To Guy, a
good sales person is like gold. Filling
his need to sell a very specific, very
narrow target program is even
tougher.
"You've got to have a basic
interest in this type of programming,"
says Guy. "I need somebody that has
a basic understanding or if not
understanding, empathy for the
agricultural community, the
importance of the programming and
Finding qualified sales
help is a hurdle
for future growth
(someone who) wants to work."
So for now, Guy comes in at 9:00
a.m. and leaves that night, usually
having worked 10 - 12 hours a day.
While he's eyeing certain markets in
south and central Ontario, he's
content to bide his time and wait for
his chances. If there is one place
he'd like to expand, it'd be Michigan.
The climate's similar, its base of
dealings is Chicago (as is Ontario's),
it's highly urbanized yet highly
diversified. Driscoll is also ready to
leave the business and let someone
else take care of the business. This is
where dream meets reality though,
and Dennis Guy returns to the task of
building a stronger base on which to
operate his network.
Sowing seeds on the airwaves.0
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MAY 1994 41