I was a PROMAX/BPME/BPA member for 25 years, on their board for nine and chairman for a year. In addition, I chaired five conferences and spoke at 22 of them. Now, I don't go anymore.
There are lot of PROMAX conferences--last week was the main meeting in LA, and this week is station folks in Las Vegas. Then, there are a ton of them in Europe, Asia and around the world. President and CEO Jonathan Block-Verk has done a phenomenal job of extending the brand around the world.
But I only have one beef--the cost. Not to dwell on the "good old days" when candy bars were a nickel,
the on site cost of last week's conference in LA was $1,695 in Las Vegas is $599. Wow!
Unlike other media conferences, PROMAX and BDA members go there to learn and take great ideas back to their companies. The people who benefit most from these meetings are those with the least amount of experience. The chance to meet or share a meal with a legend (or two), to exchange ideas with your fellow wizards is invaluable. My first five to ten BPA/BPME (as we used to be known) conferences were not only fun, but I took more notes and got more ideas than my pad could handle.
I felt my brain swell each time, and the friends I made have lasted for decades. I became a better broadcaster and got closer to my fellow affiliate members. There was a sense of teamwork and purpose and they were my four favorite days of the year.
But somewhere along the line, budgets were slashed and every station was doing more with a lot less. The first to go was travel and entertainment. Suddenly, general managers did not see the benefit of this conference.
At a time where the benefit of four days honing your craft was most crucial, GM's felt this meeting was all fun and games. In 2004, my GM even said "you've been to enough."
As boorish and short-sighted as I felt this statement (from a former bean counter) was, I'm afraid he was right. I had long since stopped taking notes, and was spending a lot of time behind podiums and teaching...while paying to go to the conferences. At my last few, I realized that the true benefit of PROMAX is to those in "the biz" for fewer than ten years. It's not that a veteran can't learn anything, but it becomes the law of diminished returns.
But, even if you jump on board for "early bird" registration, I fear that the cost is prohibitive, and most companies are anxious about sending the #2 or #3 person in the department, especially for $1695 or $599.
Toss in the cost of hotel and air fare and you could be investing $2-5,000 for a producer who may or may not be with you next year.
PROMAX & BDA have become hugely profitable. In the mid-90's, we had over 8,000 attending our conference from around the world. I found that getting to know broadcasters and designers from other countries was the best teaching device. I couldn't get to know all of them, but I sure tried.
With growth under the leadership of the great Jim Chabin back in the 1990's moving us into Europe and Asia, PROMAX& BDA still provides a great service for all creatives, but at what cost.
I will always wear my time as a member close to my heart, but wonder if the cost of these mini-conferences are worth it, and how we can provide the maximum education and stimulation for folks on every level from broadcast, cable, international and design.
Providing spots and instruction on line as a member is a good step and I applaud Mr. Block-Verk. I just wish the benefit accompanied the increased cost, and that today's bosses see the benefit of creative stimulation at a time of slim budgets.
On another note, congrats to Promo Code co-founder Ed Roth, starting a new gig today at KMIR (NBC) in Palm Desert, CA. A great writer needs a great station. Look for Ed's next column next weekend.
Ooooh, I can't wait.
--Rich Brase
rich@richideas.net
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