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Daring to be Different

Hansen says Journal cluster wants to ‘take a leadership role’ in pointing out the good news too

The Journal Broadcast Group’s Springfield, Mo., radio station group is trying an unusual tack in these times of endlessly bad economic news: positive economic news.

Journal’s Springfield Operations Vice President and General Manager Rex Hansen: “We were swimming in a sea of bad news and as I talked with customers I realized there was real fear in the marketplace.” He said the cluster wants to take “a leadership role in this” and help people realize there are some positive things happening too.

Looking at his Ozark-area region, Hansen noted, “There are no singular companies that control the economy here.” He added, “Be aware nationally, but focus locally.” Furthermore, he said, “What we’re trying to hammer home every time is to be smart about your finances, do business with people you know and trust, and think positive.”

“We often report news that can be negative in tone. We have to take a leadership role as broadcasters to say here are some things you can take solace in as well … You can’t sugarcoat it, but there are good things happening. If you focus on those things, people respond.”

The Think Positive campaign spots have been running 15 times a day since mid-October. The Springfield group consists of KTTS(FM), KSGF(AM/FM), KSPW(FM) and KZRQ(FM).

Hansen said of the spots: “We run then across all our stations, through all day parts, week after week. The frequency is starting to build momentum. We’re getting positive feedback from listeners thanking us for trying to send messages of encouragement.”