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Big-shot radio.

While American Airlines is busy reducing flying opportunities for St. Louisans, it is increasing a sort of opportunity. There now is a good--and easy--way to be heard in interviews in the air, on the air, and on the airline. Sky Radio's "Business and Technology Report" will use you as an expert, participating in talk radio segments. It costs upwards of $5,000 to be heard, though there apparently are discounts for famous people or for hard bargainers.

According to The New York Times, Sky Radio's founder and chief executive, Marc Holland, is predicting revenue of about $6 million this year. His company pays the airline for the air time, and interviewee payments seem to be a main source of income because he does not accept more conventional advertising.

Meanwhile, the Center for Justice and Democracy, an organization that campaigns for consumer rights, will request that the Federal Trade Commission force Sky Radio to disclose prominently that its "experts" are paying their way onto the air. Joanne Doroshow, executive director of the center, asked her board to make the request after she was asked if she would be interviewed for a talk show segment then told she would have to pay $5,900 for her participation.

Holland told The Times that there were exceptions to the fees but added, "You have to be a senator. You have to be a president. You have to be a secretary of state. You'd have to be huge. Or you'd have to have influence with us."

He said that Jimmy Carter and Madeleine K. Albright were among those of sufficient hugeness.
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Title Annotation:Off the Record
Author:Pollack, Joe
Publication:St. Louis Journalism Review
Article Type:Brief Article
Geographic Code:1USA
Date:Nov 1, 2003
Previous Article:The more you watch, the less you know.
Next Article:Steps forward.

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