Star Trak and Westwood One
Friday. August 18. 1978 - THE DESERT SUN. Palm Springs. Calif. - C7 tow i$ By STEPHEN FOX AP Business Writer LOS ANGELES (AP) Most television addicts are-aware, are-aware, are-aware, however dimly, that their favorite TV programs emanate from networks. What they may not realize is that many top radio shows also come from network-like network-like network-like companies known as syndicate. syndicate. Syndicators have been" . around for a long time, but 'increased advertiser interest rni'J-adio rni'J-adio rni'J-adio has created a boom puarket for, their product, ityi Norm Pattiz, president V ;ne country's biggest inde-Ipendent inde-Ipendent inde-Ipendent syndication firm. Wetwood One. Los Angeles-based Angeles-based Angeles-based West-wood West-wood West-wood One markets programs to more than 800 radio sta-' sta-' sta-' lions nationwide with additional additional outlets overseas. 1 Among their programs are the "Dr. Demento Show," a two-hour two-hour two-hour melange of obscure songs, offbeat interviews and occasional animal calls; "The National Album Countdown," Countdown," hosted by Harvey ""Humble Harv" Miller, and "Star Trak," a rock news and interview program. " Pattiz, 35, said he got into the syndication business three years iigo "quite by accident." ' - "I had been sales manager at KCOP-TV KCOP-TV KCOP-TV for six years," he said in an interview. "I had a working wife and not too many responsibilities. Anyway, I was sitting around one day with a friend listening listening to the radio and he said, 'I could put together a program program like that.' " The show eventually became became "The Sound of Motown," Motown," one of several black-oriented black-oriented black-oriented programs now offered by Westwood One. Another, "In Hollywood," an entertainment news and interview interview program,, is hosted by Chris Calloway, the daughter of entertainer Cab Calloway. "I realized that no one was doing any major radio syn- syn- dications," Patizz said. "Radio was overlooked because because the advertising dollars weren't as big as TV. Also, most syndicators were former disc jockeys or production production men, while my background background was in media." Pattiz decided to produce radio shows and offer them to local stations free of charge in return for commercial commercial . time, a practice known as barter-basis barter-basis barter-basis syndication. syndication. Pattiz then sells time on his , "network" to national advertisers, or at least he does now. , "Initially, the " national sponsors wouldn't talk to me until they knew who my sta tions were and the stations wouldn't talk to me until they knew who my sponsors were so we Had to be 'creative,' " he explained. Westwood One's real stations now in- in- elude, some of the country's biggest and Schlitz, Warner- Warner- Lambert United and J i5 , m j, Vintners are among their ac- ac- tual advertisers. Westwood One produces its shows at rented studios here and then sends them to radio stations around the country for air play "We approach it on the same basis as the television networks," Pattiz said, "ex- "ex- cept we're not wirjed. We send our programs out on discs or tapes in the mail." Despite his success, Pattiz isn't alljhat encouraging to would-be would-be would-be syndicators. "You've really got to go in and sell them (the stations) in and that's hard ' work," he said. "This isn't a business where you can spend a few dollars setting up shop arid then delegate. And we can't hire the best people away from our competitors be- be- cause we really don't have any."