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END OF YEAR PUBLICITY STUNT
Recent e-blast made listeners believe that Vince Daniels was saying goodbye to KCAA
Jan 12, 2007

 
"It only goes to demonstrate the power of prepositions," said Phil Ganyon, a longtime friend of Many Moods host, Vince Daniels and a recent guest on Daniels' show. This was after he received an e-blast on the morning of December 29th that in the subject line read, 'Vinnie & Jay say GOODBYE tomorrow on KCAA.' It was the word 'on' that Ganyon, a former English teacher instantly picked up on.


Going into that December 30th program, it was Vince Daniels and announcer, Jay Boatman's intention to be live with a retrospective of their best and worst moments from 2006; however that show ended up airing the following weekend instead. On Wednesday of that week, with one final holiday weekend on the horizon, Jay learned of friends and family coming into town to visit him during this time. As Vinnie needed his announcer to do this special look-back, he decided to postpone it a week and put the emphasis on looking ahead to a new year, since indeed the show would air on January 6th. Still there was the question of what to do on December 30th

While the idea of repeating a show does not exactly thrill our Many Moods host, he also realizes that sometimes a situation may warrant an encore. An example was in June when K.C.A.A. CEO, Fred Lundgren asked Vince to re-run the first "Tapestry of Torment" special because he deemed it to be an important show. This was decided with 3 weeks advanced notice. On November 11th, with every intention of doing a live follow-up to "Country leaves the Big City," a show that would feature all the former deejays of Los Angeles Country station, K.Z.L.A. for a reunion party. With all this great radio talent ready to get on the road, the only one who couldn't was Vinnie, whose car tires were slashed just hours before, thus leaving him with no transportation. Instead, K.C.A.A. repeated the original Country show from August.

It was now two days before broadcast, and scrambling to decide whether to pick a classic rerun to air, or maybe produce another "audio commentary" special for December 30th, Daniels instead took note of the date and most importantly the time and the season. He remembered this time exactly one year ago when he and Jay were not on as often or as consistently at their old station. In fact, by the end of 2005, they had both hosted their second to last show and were getting ready for January 14th, 2006 when they would log their final 4 hours for W.P.M.D. One of the reasons their shows were so spread out and not live as often, had to do with the holidays. For one, the Cerritos College campus where their shows originated, were closed during Christmas and New Years. The other reason is because they knew that not as many folks would be listening during the holidays.

Although K.C.A.A. is opened year-round, there are still those holiday weekends where listenership is traditionally at an all-time low. New Years weekend is one of them. With the idea of keeping the ratings the same, or possibly boosting them a tad, Vince decided to pull a stunt in the hope that people would tune-in out of mere curiosity, if anything. He wanted this to be a two week publicity stunt. Thus began a hoax that brought nearly 10,000 more people to VinceDaniels.com than would have normally logged on during a typical Saturday. The majority of those listened and logged on January 6th.

The two weeks began with the December 29th website promo, featuring a red-eyed teary Vinnie Daniels with a program description saying that 'Vinnie and Jay say GOODBYE tomorrow on KCAA.' Says Daniels, "that was the best work my webmaster ever did. I always send him these complex graphics to put on my site every Thursday night. This time he added his own magic to my face. I called him laughing and saying 'you bastard.'" The real complexity however came before people even got to the website that week. It came to them in their e-blast. Those on Daniels' mailing list would misread a subject line that would have them believe that Vinnie and Jay were saying so-long to KCAA, when in fact, it was "on" KCAA.

Exactly what was on KCAA was a specially produced show un-heard on the station. It was Vinnie and Jay's goodbye shows from W.P.M.D. It featured an hour a piece of the last 3 shows that aired between December, 2005 and January 14, 2006. Interwoven at the top of each hour was Vince letting everyone know they would be back on KCAA the following week. But for those who did'nt get to listen that morning, Daniels carried on the prank for one more week on his website. KCAA's I.T. specialist, Mike Lundgren disabled the podcast of that December 30th show until the night of January 5th. This was to confuse listeners into thinking that his last show would not be available. That's when Vince sent out another e-blast telling everyone that the podcast of the goodbye show on KCAA was now ready to listen to. On January 5th, with all the old December 30th show information still posted, listeners were still confused. But the confusion was calculated. The next morning, Daniels and Boatman, without any official promotion, were live and listened to by more listeners than they had in weeks.

If there was any fallout from this, it was from the K.Z.L.A. people who unfortunately took this stunt seriously. With a reunion party tentitively moved to either January 13th or 20th, Vinnie had to apologize profusely, and while apologies were accepted, the show will now be put on the back burner until late February or sometime in March.


 

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