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Fairvilla regains voice



After more than a month of silence, Fairvilla is back on the air. Two weeks ago, WHTQ-FM (96.5), owned by Cox Communications of Atlanta, began running advertising spots featuring the city's "adult megastore." The spots, which give little indication that Fairvilla's inventory includes a broad array of sex toys, had been summarily pulled from the radio waves in late May by WTKS/Real Radio-FM (104.1) due to a directive from owner Lowell "Bud" Paxson banning adult advertising ("Silencing Fairvilla," May 22, 1997).;;After a prolonged search and "a lot of negotiations," WHTQ has agreed to take Fairvilla's business, says Deborah Peterson, marketing manager for Fairvilla.;;But not before the company's enforced absence triggered a droop in sales. "There was an effect. We saw declines," says Peterson. "You have to keep your name in front of people. People forget.";;Paxson recently sold WTKS, along with his other 45 radio stations, to Clear Channel Communications, a Texas-based radio conglomerate ("Sale matters less than radio rates," July 3, 1997). So, while Paxson will switch with Clear Channel, the Orlando radio market remains in control of three conglomerates. These companies -- Cox, Clear Channel and Chancellor of Irving, Texas -- have the power to control what goes on the air, as well as the advertising rates.;;Unfortunately, despite the switch at WTKS, Peterson was not left with the impression that Clear Channel would be any more tolerant of Fairvilla's adult product line. "I really cannot expect for things to change," she says.

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