Jim Wilcox of WALB Sees Encouraging Growth in Albany
Wednesday, September 21st, 2011
Advertising revenues at WALB-TV are trending up and on pace to deliver at least 10 percent growth over 2010, according to Vice President and General Manager Jim Wilcox. Wilcox attributes the growth to hard work by the station’s staff to refocus auto advertising from new- to used-car inventories.
“The earthquake and tsunami in Japan put a real dent in the supply of vehicles and… that in turn reduced factory-supported auto advertising. We were successful in switching gears with local dealers and selling harder from used-car inventory,” Wilcox explained.
Founded more than 50 years ago, WALB serves a 44-county area in southern Georgia with national and local programming. The station broadcasts a complete line-up from NBC and ABC on two digital channels. In addition, the station’s web-based platform, WALB.com, offers vehicles to help businesses grow their web-based businesses including “Deals of the Week,” “Health Connections,” and “Ask the Expert.”
Finding Growth in a Flat Market
According to Wilcox, the biggest challenge for WALB is the fact that “the Albany market is not growing.” Population in the 2010 census dropped by 5,290 TV homes and as a designated market area or DMA, Albany’s rank fell to 150 in the U.S. from 147.
“The low average market income keeps most chain stores from opening here… Even local stores, loyal to Albany because it is their home, struggle to stay in business due to the low disposable income,” Wilcox said.
Since WALB serves a 44-county area, many Albany businesses advertise on the station in order to attract customers from outside the city. Wilcox said, “Getting the most out of every dollar means casting a wider net… not just those reached by the Albany newspaper.”
Encouraging Growth in Albany
Wilcox believes that the main obstacle to growth in Albany is a lack of quality leadership. “We certainly need more “big ideas” presented… leading the community with a “vision” rather than waiting to react when we lose a major industry.”
The successful bid to bring a four-year nursing program to Darton College is an example of something Albany’s leadership should have recognized as a great idea, according to Wilcox. Instead the idea was developed and promoted by a citizen’s group: “The Citizens for Economic Development.” This same group has suggested other positive steps including a water park and a downtown antique market.
“One cause of our leadership vacuum is the lack of a good quality leadership development program, to grow our own. Much more work needs to be invested in our “Leadership Albany” program… a low number of graduates actually ever run for elected office or even serve in a leadership role in the community,” Wilcox said.
According to Wilcox, local leaders need to set short- and long-term goals. Among the short-term goals he supports is the passing of T-SPLOST, which will fund the “widening of Highway 133, Nottingham and the connector from Ledo Road to the expressway near the mall.” Wilcox supports the long-term goal of extending I-185 from Columbus south through Albany and connecting to I-10 in Florida.
The Next 50 Years
Many TV stations across the country have recently turn 50 as has WALB. Over that time, television has recorded and reflected life in America.
“When I remember major events during my own first 50 years such as The Beatles on Ed Sullivan, the assassination of John F. Kennedy, man’s first walk on the moon and the Vietnam War, all my perceptions of those events are tied to the television,” Wilcox said. “I hear comments almost every day about what WALB has meant… some had a memorable childhood birthday on “The Captain Mercury Show.” Some grew up watching Gil on “Today in Georgia.” Some just comment: “Thank you for keeping us so well informed.””
According to Wilcox, the staff at WALB is carrying on the tradition of dedicated professionals from the station’s early years and building on the station’s solid reputation for public service. The station helps many groups better serve the community through public service announcements, telethons, news coverage or special programming.
“As we look back with pride, we also look forward and will continue to build on [past] accomplishments, preparing the station for the next group of employees who will say: “we are WALB, South Georgia’s #1 News Source,”” Wilcox continued.
More information on WALB-TV is available at www.walb.com or contact Jim Wilcox at (229) 446-4001 or [email protected].
