Few stations in the market ever could compete with WHEN when it came to promotion. In the late 70s it was common for the station to have 175 billboards showing at one time all over Central New York. At left is one of many various "Busboards" that appeared over the years. This one, and the one below, promoting incorrigible morning man, Phil Markert.
Over the years 62 WHEN radio consistently used busboards as part of their promotional arsenal, along with TV and billboards. However, the passing by the U.S. Congress of The Communications Act of 1996 forever changed the local broadcast landscape -- and not for the better. With new FCC rules, the green light was given to wealthy operators, often investment bankers and hedge funds, the control of hundreds of stations across the land. Big local radio promotions were about to take a fatal hit. With the arrival of new non-local owners, big local giveaways of cars, trips and cash were terminated. The same rule applied to big "local" promotional advertising campaigns in print, TV and billboards. All have gone away.
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