On Tuesday, September 16, the Daviess County CEO Cohort got a behind-the-scenes look at WAMW radio and sat down with station owner Dewayne Shake, who also operates Memories 107.9, The General 95.9 and 101.3, WRZR 94.5, and 1580 WAMW. Dewayne shared valuable insights about the radio industry and the vital role advertising plays in business success.
Drawing from his experience in broadcasting, Dewayne emphasized the importance of keeping radio ads concise, noting that messages must fit into 15-, 30-, or 60-second segments. He explained that what happens between the songs is often more important than the music itself. His advice to “sell the sizzle, not the steak” highlighted the need for advertisements to be engaging and memorable.
A key point Dewayne left with the group was that “the only way to coast is downhill.” Businesses that stop pushing forward—especially those that neglect an advertising budget—often fail. Consistent marketing, he explained, is essential to long-term growth.
The visit wasn’t just about listening; Dewayne challenged students to step up to the microphone and speak for 30 seconds without saying “um” or “huh.” This exercise demonstrated the importance of clarity, precision, and confidence in radio communication. Special congratulations to Leo Wilson for completing the challenge successfully. Dewayne encouraged everyone: “Don’t be afraid—tell your story!”
In closing, Dewayne reminded the cohort that true belief in your product or service should naturally lead to advertising it. Effective promotion not only spreads awareness but also builds credibility and trust.
The CEO Cohort extends sincere thanks to Dewayne Shake for his time, wisdom, and encouragement. His lessons on advertising and communication will stick with the group as they continue their entrepreneurial journeys.