While negotiations between Cox Communications and Raycom Media over retransmission fees continue to languish—a stalemate that has left local Cox subscribers unable to watch CBS shows on WAFB Channel 9, which is owned by Raycom—local advertising executives say viewers are not the only ones hurting. “This is financially disastrous for a lot of people,” says veteran ad executive Gerald Garrison. “Cox subscribers are being penalized because they are not able to watch WAFB. Advertisers are not able to reach their market.” Garrison does not have any clients with ads currently running on WAFB, though he has in the past. What makes the dynamics of the situation particularly challenging for advertisers is that WAFB and Cox both dominate the Baton Rouge market. WAFB’s local news attracts more than twice as many viewers as the competing stations and Cox brings television to more than 50% of Baton Rouge households. Still, it’s not as dire a situation as it could have been a few years ago. Garrison and others say online and social media sites are providing advertisers with new venues. “There are so many ways to get the message out now it doesn’t faze me,” says Saundra Lane, whose agency handles the advertising for the family’s auto dealerships. “I can advertise a dozen other places.” Lane is not currently running spots on WAFB. Raycom corporate executives, who are handling negotiations, did not respond to a request for comment. WAFB General Manager Sandy Breland issued a statement to Daily Report, saying: “We know our viewers are frustrated, and we share their frustration. Our advertisers are understandably very interested in developments, and we take our commitment to our advertisers seriously. They have been supportive, and we are working with them to alleviate their concerns.” —Stephanie Riegel
Editor’s note: Because of incorrect information provided to Daily Report, an earlier version of this story had an inaccuracy. In fact, none of Gerald Garrison’s clients presently have advertising buys in place on WAFB. Daily Report regrets the error.
