
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, August 26, 1994                   TAG: 9408260049
SECTION: SPORTS                    PAGE: B-5   EDITION: METRO 
SOURCE: JACK BOGACZYK
DATELINE:                                 LENGTH: Medium

COUGARS TAKE GAME TO NEW LEVEL

In its wing-T offense, Pulaski County High's football success certainly has been well-grounded. Now, however, the strength of the Cougars' program will be reflected through the air, too.

In a success story that could only happen in a small-town atmosphere so devoted to a team in its backyard, Pulaski County isn't just broadcasting games on radio. The Cougars are selling their own advertising and buying airtime - and they're going to make a nice profit, even if they don't reach the VHSL playoffs.

That's unheard of - Pulaski not making the playoffs and a high school wheeling and dealing with its own radio rights. It's what colleges do. It's what professional teams do. It's exactly the arrangement the Salem Buccaneers and Roanoke Express have with stations.

``We just thought this might be an opportunity to get involved in something a little different,'' said Pulaski County athletic director Ron Kanipe, who has added radio commercial spots to his program advertising sales. ``We decided to put the broadcasts up for bid.''

Last year, Pulaski charged howling stations $250 to carry live broadcasts of home games at Dobson Stadium. The Cougars earned $1,250 for the regular season. This season, Kanipe said visiting stations who want to air a game from the Cougars' home will pay $100.

Pulaski stayed with its incumbent station, Radford's WRIQ (101.7 FM), which came in with a low price of $4,500 for airtime for10 regular-season games. Pulaski is selling the advertising in the games, paying play-by-play voice John Freeman and picking up phone-line charges.

The Cougars' radio package is selling four 30-second spots in each game for $100, or $1,000 for the season. To date, Kanipe has sold eight, and is looking for at least two, maybe three more sponsors. Even if that doesn't happen, the decision to produce the games in this fashion will mean a profit of about $3,000. If Pulaski sells 10 season spots, that's $10,000 gross for the season. That would bring a net profit of about $4,000.

``Anything over the $1,250 we made last year, we'd be happy,'' said Kanipe of the profit, which goes to the school's general athletic fund. ``It's been a time-consuming process, but it really hasn't been a tough sell.''

Maybe that's because although the county has experienced some tough economic times, its streets still are lined with Cougar gold. That's why this broadcast news is good for Pulaski. That's why the school has the new $1.2 million Louisa Chrisley Physical Fitness Center, built with donated bucks and in-kind contributions.

``The playoffs broadcasts would be separate,'' Kanipe said.

Yes, Pulaski has reached the last two state Group AAA championship games and is the Roanoke Valley District favorite again. Air Cougar, however, is definitely in another league.

Write to Jack Bogaczyk at the Roanoke Times & World-News, P.O. Box 2491, Roanoke, 24010-2491.

by CNB