EDITORIAL FOR JAN 2-5, 2014

Iím CAVE MANager Paul Lotsof.   Now that 2014 has arrived, this might be a good time to reflect back on 2013 and look into our crystal ball and make some guesses as to what the new year has to offer.

For me, 2013 started out lousy when in January I lost my mom who was the best friend I ever had.   She was 95 but I wish she could have made it to 100 or more but that wasnít to be.   Often when a loved one departs the sorrow becomes even worse when the family members canít agree on what to do with the deceased personís belongings.   That has been  a problem for much of the year that just ended.

As many of our listeners know, a radio station is a business, and like all businesses we must have a flow of revenue coming in to make ends meet.   Our only source of revenue is the sale of advertising.   Big problem is that radio is a form of advertising that doesnít sell itself.   We must find professional sales people to market our service and such people are few and far between.   Finding good sales people is a problem for nearly every radio station in the nation and we are no exception.   We keep looking and hoping.

One major obstacle is the fact that we are based in Benson which is a tiny community that is both old and poor.   There are many things that could be done to improve business in a town like Benson but most of our community leaders havenít a clue and getting them to listen to fresh ideas is no easy thing to accomplish.   Every couple years there is a city council election but before you can get progressive people elected you have to find some who are willing to run.  In November of 2014 there will be a city council election and I hope that some competent people will challenge the good old boys who have always been in charge.

Right now Benson has a serious problem with a man whom I shall call Mr. Loudmouth.   Mr. Loudmouth is big and intimidating and he wonít take no for an answer.   At nearly every city  council meeting, he appears during the call to the public and delivers an emotion charged speech in which he levels accusation after accusation.   He accuses first and finds out the facts later.  Mr. Loudmouth has attacked most of our city officials at one time or another.   He even attacks people that he previously supported.   He would be no major problem except that he has both the Mayor and Vice Mayor under his thumb.  And he also has a fabulous relationship with the newspaper.   Nearly every nasty accusation automatically ends up in print, usually on the front page.   Because the newspaper enjoys tremendous respect in Benson, Mr. Loudmouth has the ability to cause a terrific
public relations problem.  The many people heís attacked would love to figure out what to do about Mr. Loudmouth but they canít seem to come up with any workable ideas.    I think that when they realize that the newspaper is a big chunk of the problem, theyíll be on the right track.   But they havenít figured that out yet.

One thing that weíd like to get from the city is permission to replace a dilapidated building that was manufactured in 1964 with a newer and larger building.   We ask nothing from the city except permission to do the project and at a reasonable cost.   Iím hoping that 2014 will be the year that the city says yes.   Otherwise, our only option will be to move outside the city limits.   Youíll hear more about this in the coming months.

In closing this New Years message Iíd like to thank some people who have made CAVE-FM possible.   First, our loyal advertisers who know that this station has the ability to bring a lot of dollars into a business establishment and we do it at a very affordable price.   You all know who you are.   Second, Iíd like to thank our staff members who deliver their best efforts for less pay than they are worth.  We couldnít ask for a more dedicated staff than what we have.

The only thing left to say is that I hope that 2014 is a good year for all of our listeners.    Thanks for listening and patronizing our sponsors.

Iím CAVE MANager Paul Lotsof and the opinions youíve heard are mine and not necessarily anyone elseís.   If youíd like a copy of this editorial, go to the CAVE web site at CAVEFM.com.   Thatís CAVEFM.com