The only thing that has changed in the ensuing years is that today we have more tools to use in getting the word out. Used correctly, these are extremely effective mechanisms for disseminating contest information and reaching a broad audience. Next, Gary had to ensure there were enough California stations on the air to attract attention when the contest began. This is a key factor, and it just can't be left to chance. There has to be activity in place to attract more activity.
People read about the event and then take a look to see what's happening.
If there's nothing there, they simply forget it. Then the process continues to feed on itself. But first there has to be that critical mass of activity. Gary went through recent listings of results of domestic contests like Sweepstakes and pulled out the calls of California stations who had been active in them. That formed the start of a database we still use.