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Al Keck Compares It To Entering The Tampa Bay Buccaneers Locker Room After A Stinging Loss : Not Something He Needed To Do, But Something He Had To Do.

Al Keck compares it to entering the Tampa Bay Buccaneers locker room after a stinging loss : not something he would have liked to do, but something he had to do.

For Keck, once the top sports anchor at two local TV stations WFTS-Ch. 28 (ABC Action Stories) and WTSP-Ch. Ten (10 Reports) that's announcing something. When he walked into the Fox Jazz Caf in Tampa one or two months back, Keck wasn't reporting a story. He was selling something.

Himself.

More precisely, he was selling The Al Keck Show, a radio broadcast concentrated on sports reports that he planned to host every Fri. on WTAN-AM (1340).

Shows on WTAN work slightly differently from those on commercial radio, where a large concern owns the radio stations, hires talent{ sells the adverts and makes most of the profit. WTAN offers what radio insiders call "brokered" radio programs, where anybody can buy airtime for a set charge, go sell advertising and create the show.

Whatever profit they make goes in their pockets, but the workload from gathering material to booking guests and, yes, selling commercial spots customarily falls on whoever is cutting the check.

Years ago, this kind of radio was the province of churches, Realtors and gadget peddlers ; people with a little taste for showbiz who did not care promoting themselves right to a tiny audience. But as massive media outlets pare their staffs in challenging economic times, big names like Keck have been forced to reinvent themselves in places like WTAN.

"Quite truthfully, I didn't really like it ; I'd rather have somebody else out there selling Al Keck than me," said the sportscaster, who turned to brokered radio about two years after WFTS did not replenish his contract. Despite his trepidation, Keck left his meeting at the Fox Caf with a title funding that right away put his fledgling show in the black.

"I'm finding folks will purchase in to a vision if they know you and trust you," he explained. "I know I'm not on the most important radio station on Earth, but I possess a known name and a voice that is pushing a great product. To a typical purchaser, you are no different" than a conventional radio anchor.

Keck's show airs weekly on WTAN at three p.m. Fridays. 2 other names from the area's radio scene onetime SportsChix member Brenda Lee (a.k.a. B.L.) and former Clear Channel Radio star Skip Mahaffey bracket him at two and 4 p.m.

Like Keck, B.L. And Mahaffey lost standard media roles awhile ago and are using brokered radio to take advantage of a personal brand that still draws some fans.

"Will it work? Who knows? This is an one-man operation that I'm paying up for out of my own pocket," said Mahaffey, who endeavored to find new work after Clear Channel took him off country music station WFUS-FM in 2009. He returned to Tampa in February after 8 months in Oklahoma.

Now he's got a brokered show airing at three p.m. Weekdays (except Fridays) on WTAN and two other radio stations, reinventing himself as a decidedly nonpartisan talker.

Some professionals say this is a trend that will only accelerate, as the big commercial radio stations keep cutting midcareer and starter-level talent to economize.

"Clear Channel owes something similar to $16 bn.. I don't remember anybody owing that much for anything," said Gabe Hobbs, a previous senior vice chairman in control of talk reports and sports at the company, who was among 1,850 people laid off in 2009.

"These firms are panicking over debt and the economy ; they are a bit enslaved by that," said Hobbs, who now runs his own radio consulting firm. "They're forgetting what they used to drill into our heads when I started in this business : It's what happens between the records that counts. "

Radio 'ate itself '

After thirty years in the Tampa Bay area radio scene, WRBQ-FM morning personality Mason Dixon sees radio's current Problems simply.

Dixon said massive corporations like Clear Channel purchased up most of the mom-and-pop radio stations in little and midlevel markets, using computerized audio systems to feature one staffer on shows at three or even more stations in a day. Centralized programming eliminated masses of jobs.

Syndicated shows, such as American Idol host Ryan Seacrest's On Air, emerged to eat up big bits of morning and noon programming.

And new ratings calculated by data from the pager-sized devices worn by listeners have hurt DJs who talk too often during their songs, leading Cox Radio, CBS and others to make hit music-centered stations like Hot 101.5 and Play 98.7.

Once, Tampa Bay was a cooking pot for developing massive trends in radio, from the flippant "morning zoo" idea started at WRBQ in the '80s to signature gifts like Glenn Beck, Lionel and Scott Shannon.

Today, name performers like Mahaffey and onetime WMTX-FM star Nancy Alexander have been laid off while younger abilities struggle for new prospects.

"The business ate itself," declared Dixon, who recently hosted a reunion of personalities from WRBQ's nadir on his morning show. "At one time, we had between 70 and 80 employees at Q105. There are now 5 full-time employees, not counting the sales staff, and three of them work on the morning show."

Longtime Tampa Bay area radio personality Jack Harris makes a distinction between shows that mostly feature talk like his AM Tampa Bay program with Tedd Webb on WFLA-AM (970) and music shows starring personalities. The new ratings technology has forced more focus, he revealed, as fans of music radio migrate to stations with a minimal of talk. He fears that radio will founder without the bond that local DJs provide.

"People don't say, 'I listen to (WHPT-FM) the Bone' ; they say, 'I hear Bubba the Love Sponge or I listen to MJ, '" Harris expounded. "But if the companies are disloyal to the personalities, listeners will be disloyal to (the stations) ."

Still, there's one radio star who doesn't see much issue with the present transition : highly rated WHPT morning personality Bubba the Love Sponge Clem.

"Big personalities will always have a spot. And your ratings control your destiny," said Clem, who was fired by Clear Channel in 2004 after earning record indecency fines and returned to Cox Radio's WHPT with a show more focused on talk about politics, sports and crime. "It's raised the stakes, but if you are good and classic and can hold an audience, you'll be okay. " as reported tagza.com.