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2D ARTS & ENTERTAINMENT/ttJe C|)grlottt Thursday, February 12, 2004 wmm Gay radio outlet makes format pay By DEborah Wilker REUTERS ■ MIAMI - When WPYM- FM took to the airwaves on the last day of December 2001, the rhythmic-dance music outlet owned by Atlanta-based Cox Radio Inc. didn’t set put to do much more than reflect the pulsing South Beach club scene. With few commercials and endless blocks of hopped-up top 40 remixes and under ground club hits, “Party 93” quickly found its way into bars, cars and gyms — a for mat tailor-made for clubgo- ers and fitness buffs who comprised the station’s core audience. Then, just a few months into its run, WPYM took a turn. Interspersed between such songs as Razor hT Guido’s “Do It Again” and the latest Madonna remix and ads for Cadillac and Budweiser came a slate of new promos for such events as the Gay and Lesbian Film Festival, Fort Lauderdale’s Gay Pride Parade and AIDS fund-rais ers like Miami’s world- renowned White Party. What was striking, though, was not that WPYM had recognized that many of its listeners were gay but the matter-of-fact way the sta tion addressed it. This was still more than a year before Bravo and NBC hit pay dirt with “Queer Eye for the Straight Guy,” a show that has certainly loosened parameters in mainstream broadcasting. Yet back in early 2002, WPYM simply went about things as if big, 100,000-watt radio stations in major mar kets had always been the proud sponsors of gay- themed events — even though it was an approach that most conservative hit- radio corporations had likely never even considered. Now, two years later, the station continues to earn big profits and strong ratings, while the “gay aesthetic” (as marketing mavens call it) is so seamlessly integrated that few seem to notice any thing unique about it. “This has been a gutsy move,” says Sean Ross, a radio analyst with New Jer sey-based Edison Research. “Cox has certainly proven to be more innovative.” Given all that has recently transpired in television, should the FM dial be gear ing up for gay themes? Has WPYM made a case that bears watching? “If sales managers aren’t thinking about it, they should be,” says Carmen Cacciatore, co-founder of New York-based Fly-Life Marketing. “Radio has been behind the curve. They’ve been cautious. But things have definitely opened up. Gay spending power is enor mous. Once there’s more clarity and more research, they’re going to get that it’s just as important as testing the Hispanic or African-- American market or any market.” The club-rooted, pure- dance format that \WYM plays is typically either loved or hated — there’s no in- between, no casual fans. But the demographic of those who do tune in is an adver tiser’s dream. Listeners gay and straight tend to be hip, free-spending professionals who thrive on excitement and are exceedingly loyal to the format — that is, when they can find it on the dial. WORD OF GOD BROADCASTING NETWORK CV'’" \R0Cf’ 93-^., HC SAUts WADE-AM 1340 Wadesboro, NC ...with ''ToHtf SvMii, 'Suikctt. Ejooi, ^hidip '^dVig, (//uuft’s’ ‘JdCi4>', 'T^t. 'Jcmijn 'Jiyhhi^on, y-oath ^^euotioHdt /hciSic, y-ocuii the ivui much mote! ih And ^ct Uciii^Cii! 1501 N. 1-85 Service Road • Charlotte, NC 28216 704-393-1540 rATATATA^ rATATATATATATATATATATA' ATaI fATATA^ fATAl ►: ►: ►: ►: ►: I >r Djoiiba Don brings their infectious West African drumming and dance performance to our stage for the first time. The group special izes in jembe, a tradition that flourished during the Manding Empire, which ruled along the Niger River during the 13"’Century. Praised by critics as “exciting, entertaining, educational and exhilarating,” the troupe’s knowledge of the art form is matched by their passion for bringing it to life. Company founder and artistic director Faisal Mustapha Salahuddin encourages audiences to join in with clapping, tapping and dancing of their own, making each Djoiiba Don perform ance a vibrant celebration for the mind, body and spirit. I Center seats $9.00- Side seals $7.00 ■ Saturday shows sold out Feb. 20-22, 2004 Friday, Feb. 20,7:30 pm ■ Sunday, Feb. 22,2 pm & 4 pm 704-333-8983 {10am-5 pm, Mon.-Fri.) www.ctcharlotte.org Recommended for ages 5 and up C4rts^ Science Council Celebrate Black History Month By Participating in our 6*^ Annual Charlotte Black Heritage Tour®"’ and Pilgrimage 2004 You Get A memorable visit to three existing Slave cemeteries! An informative visit to a former Slave church! A soui-stirring walk up the actual steps Slaves took to enter the balcony of a former Slave church! A thought-provoking sit in the actual balcony Slaves used to worship! To participate in a Traditional African Memorial Service to include professional Live Drumming and OLD Slave Hymns* a Over 28 exciting sites of African-American interesll □ Discounts\o participating venues, retailers, and restaurants! □ A Souvenir bag including snacks (Limited Quantity) Presented by.. Dates: Saturday February 7.14, 21,28 Times: 10:00 AM and 1:30 PM (Each event lasts 3 hours). Departure Location: Levine Museum of the New South 200 E. 7th St./Uptown. Parking: FREE parking next door to museum in the 7th Street Station parking deck. Tickets: Purchase your tickets at the following locations: The Afro-American Cultural Center, 401 N, Myers St./Uptown, 704- 374-1565; The Charlotte Museum of History. 3500 Shamrock Rd./East Charlotte, 704-568-1774; The House of Africa, 1215 Thomas Ave.,fEast Charlotte. 704-376-6160; The Levine Museum of the New South. 200 E. T'" St./Uptown, 704-333-1887. Purchase your tickets online at www.aueencitvtours.com. Sponsored by... WU Ctjarlotte ^osit Levine Museum of the New South presented by I MOTOROLA Set Tickets « tickets available at the Greensboro coliseum complex box office, T-r , I ■iiumiiM -SFIFCT t tdgggSa LOCATIONS, ONLINE ATTICKETS.COM OR CHARGE BY SELECT t LOCATIONS, ONLINE ATTICKETS.COM OR CHARGE PHONE 888.397.3100. All dates, acts and ticket prices are subject to change ' without notice. A service charge is added to each ticket price. A Clear Channel Event.
The Charlotte Post (Charlotte, N.C.)
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Feb. 12, 2004, edition 1
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