FSN's contract guarantees that will be true again this season. The Reds will re-evaluate that after this year, when there's a window in the contract. Whether there will be any takers isn't a sure thing. While having Griffey on the roster could bring increased ratings, it may not offset the loss in revenues from ABC, he said. Radio industry observers caution that rate hikes linked to Griffey in a Reds uniform could backfire and drive advertisers to other stations.
Advertisers are sensitive to rates.
It's possible to price somebody out. Mike Fredrick, director of sales at Infinity Cincinnati, which owns WGRR, WKRQ and WYLX, said sports sponsorships do not reach target audiences and having Griffey on the Reds will not help. The Cincinnati Enquirer , a Gannett Co. Inc. newspaper.