The response from listeners has been overwhelmingly in support of Scott and Lauren. I am amazed and gratified that there are new posts daily on many facebooks, twitter and blogs. This issue is not simmering down and going away. It is especially heartening to see the continual encouragement given to Scott and Lauren on his facebook and website. The responses I have received from advertisers have been as concerned as the listeners to the show and several that emailed me are no longer advertising or considering it. Another asked Salem: "Why would the station, in a down economy, eliminate the most popular and highest revenue producing personality for a station?" All of our calls and emails are most certainly being noticed and felt! You can read my last post as to the response I have received from station management.
Below is the email that I mentioned above:
-----Original Message-----
From: Ron Phillips, Sr.
Sent: Friday, July 31, 2009 12:19 PM
To: edwarda@salem.cc
CC: John.Peroyea@KLTY.com; ddarling@ksky.com
Subject: Scott Wilder Show
Dear Mr. Atsinger,
I have already emailed you, Mr. Peroyea, Mr. Darling, and several KWRD advertisers. I have received several responses from advertisers who have already canceled their relationship with KWRD, and/or are concerned about the effectiveness of advertising on KWRD. Some have told me that may cease to advertise on the station.
I do not understand why Salem Communications would cancel the most popular local Christian talk show in Dallas-Fort Worth (which is the 5th largest market according to your own Resource Guide) . His show even won the National Religious Broadcaster's award for Talk Show of the Year in 2004 according to your own Investor Relations site. As one advertiser put it: "Why would the station, in a down economy, eliminate the most popular and highest revenue producing personality for a station?" There clearly has been a mass exodus of listeners from KWRD since the Scott Wilder Show was canceled. Some listeners, including myself, have publicly posted that they will boycott all three Salem stations in the DFW area (KWRD, KLTY and KSKY). The postings on various facebooks, twitter feeds, and blogs continue to be strong and numerous. My own blog exploded in the number of hits and has been steady every day since with only the one post about the show. The analytics show that numbers of people are reaching my blog via Google search looking for Scott Wilder. Scott's own website and facebook continue to have new listeners post every day who are just becoming aware of the cancellation and they too are stating that they will no longer listen to KWRD. I expect when I post this open letter on my blog, that it again will explode with page views.
If I were a stockholder, I would be asking these questions at the next shareholder meeting:
- Is Salem management being fiduciarily responsible to it's shareholders?How is eliminating a consistently reliable revenue generating program a sound financial decision?
- The show may even be one of the most popular on all three stations owned by Salem in this market, and we are expected to believe it is for "budgetary" reasons?
- What happens when the show is picked up by one of your competitors?
- Has Salem management not just given away for free their most valuable local asset in the 5th largest market to their competition as well as the multiple thousands of listeners (and advertisers) to whomever picks the show up?
- With the listening audience dramatically reduced, how will that have anything but a negative impact on advertising rates and revenue? Will they not demand lower rates and/or go to your competition to reach a wider audience?
- With the listening audience dramatically reduced, how will that have anything but a negative impact on rates ministries pay to be on the air? Will they too not follow the listeners to your competition to reach a wider audience?
The unnecessary mass exodus of listeners from KWRD, which will be followed by advertisers and then the ministries paying for airtime is entirely the responsibility of the person(s) who made the decision to fire Scott and Lauren and cancel the show. Sadly and most regrettably, the resulting financial losses to Salem need not have happened as this is a self inflicted wound.
Sincerely,
Ron Phillips, Sr.
Fort Worth, TX
UPDATE: 11:15 PM, July 31, 2009
Here is the response I received from Mr. Peroyea to the email above:
-------- Original Message --------
Subject: Your e-mail
Date: Fri, 31 Jul 2009 14:36:34 -0500
From: John Peroyea
Dear Ron,
Thank you for your comments. We appreciate hearing from you
about a change that obviously saddens you as it saddens us as well.
An estimated 35000 people have been laid off in our industry in
the last several years. No company is immune from the dismal economy
America is experiencing, and I know of no company that relishes having
to make these tough decisions and changes.
Our company is doing what we need to do in order to continue
furthering the Kingdom and providing our listeners with the absolute
best conservative talk platforms in radio today. We offer many people
ministry programming all day as well as conservative talk that they rely
on, and God willing, we will continue doing this forever.
I ask you to consider continuing to listen and support our
station during these rough economic times that America is totally faced
with. With one of three Christian Talk and Teach stations in Dallas-Ft.
Worth going out of business and selling to become a rock station, all
Christian radio stations need the support of our community. Other than
the few of hours of talk in afternoons on 100.7 KWRD, we have a great
number of hours each day delivering Christian teaching and ministry
programs that tens of thousands of our listeners rely on us for.
Janet Mefferd, our new host in afternoons is not Scott nor will
she attempt to be. Whenever a new air talent is introduced, the new
talent will always have their own styles and talents. To date, the
feedback we have been receiving on her show from the masses has been
extremely plentiful and very positive. I hope that you would consider
giving her some of your listening time to get acquainted. This company
decision along with many others were made totally out of necessity. This
situation with the Wilder show was not a firing, it was a necessary
financial layoff. I can assure you, our decisions have all been made
through an abundance of thought, discussion and prayer. Let me also
assure you that we will not be changing from our political positions or
core values as a station or a company.
We all wish Scott and Lauren well, as they are friends. They and
our company parted on good terms. We view any layoff of employees as an
extremely difficult task. This decision was made out of necessity and
was decided at the highest levels of our company. We do not take these
moves lightly, and I can assure you that our parting with Scott and
Lauren was done with dignity, compassion and professionalism.
God bless you Ron,
John
John L. Peroyea
Vice President of Operations
Salem Communications Corporation
94.9 KLTY, 100.7 KWRD, 660AM - 92.9 FM - 95.5 FM KSKY
Dallas/Ft.Worth
Vice President - General Manager
6400 Beltline Road Suite 120
Irving, Texas 75063
Direct Phone line: 214.561.2142
Direct fax line: 214.561.2143
Listen online at: www.klty.com
www.thewordfm.com
www.ksky.com
This electronic mail message contains information which is (a) LEGALLY
PRIVILEGED, PROPRIETARY IN NATURE, OR OTHERWISE PROTECTED BY LAW FROM
DISCLOSURE, and (b) intended only for the use of the Addressee's) names
herein. If you are not the Addressee's), or the person responsible for
delivering this to the Addressee's), you are hereby notified that
reading, copying, or distributing this message is prohibited. If you
have received this electronic mail message in error, please contact us
immediately at (972) 870-9949 x152 and take the steps necessary to
delete the message completely from your computer system.
Thank you.

