Profita loses airport contract he's held for 27 years

Profita loses airport contract he's held for 27 years

After more than 27 years, local media personality and ad executive Bill Profita is no longer handling the advertising and public relations for the Baton Rouge Metro Airport.

The airport terminated its contract with Profita at the end of 2011 and plans to award the new contract for consulting services, creative work and media placement to the Day Group, a local, five-person agency with billings of approximately $1 million.

Airport spokesman Jim Caldwell—who says the airport authority has not officially inked the deal but is expected to do so soon—decided to take its marketing and advertising account in a different direction.

"We were happy with the services Bill provided for many years," Caldwell says. "But as his agency [AdComm] got smaller, we felt a more full-service agency could do a more comprehensive job for us and provide some savings and efficiencies."

Profita, widely known locally as a radio talk show host currently holding the drive-time slot on Guaranty Broadcasting's FM station Talk 107.3, says the split was "all very amicable." He says he continues to operate his agency on a small scale but that most of his professional time is devoted now to his radio work.

The airport's advertising contract is a lucrative one. The airport's total ad budget is $500,000, according to Caldwell. Of that, the Day Group's contract accounts for about $100,000. Another $250,000 is reserved for an airline incentive program providing advertising to new airlines that come into the market with nonstop service.

The remaining $150,000 is spent on in-house marketing and promotions by the airport's marketing department, Caldwell says.

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