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Save The Loop Crowd Fires Back. This is not a Hoax

March 4, 2011

Yesterday, Chicago Sun Times writer Robert Feder blogged about WLUP which included a statement (sent to employees) from Emmis market manager Marv Nyren. The story was about two former radio guys who Feder refered to as "jokers" that claim they are trying to save that legendary signal from evil corporate America. Emmis, who owns the station, has never tried to hide the fact that if someone made them the right offer they would sell. There has been no offer made by the group, but there has been a lot of noise and a lot of coverage in the radio press.

Up until yesterday nobody really knew who was behind the video and Facebook page. Nyren outed Matt Dubiel and Mike Noonan as the organizers of a campaign called "Save The Loop". A couple of slick videos were produced (one was quickly pulled down for legal reasons) and the Facebook page was created. For the most part Radio Ink has stayed away from this story. Although I did interview one of the guys about two weeks ago, on tape, where he disguises his voice with a machine, sounding like Darth Vader. We never ran the interview and that was for two reasons. The first is that, from everything we know, Emmis is a good operator and people like to work for the company. Second, the campaign didn't seem to be getting a lot of traction so it seemed it was really going nowhere. Dubiel now disputes that and responded to the Feder story with the following statement to Radio Ink. Here it is.


A hoax is a deliberately fabricated falsehood made to masquerade as truth. 

There is no hoax.  Robert Fender is wrong.  The rest of the industry publications except all just reprinted the drivel Robert put on the internet.  He was irresponsible and unprofessional in his journalism, and as a result so was, and Inside Radio.  They simple regurgitated what he wrote.  Robert Feder and Time Out Chicago should formally apologize for their effort to distort the facts to get attention.  The only hoax here is Robert Feder's blog post.

The facts are simple.  We are interested in buying WLUP Chicago, along with a growing group of fellow Chicagoans.  We want to model the organization after the Green Bay Packers Company which is a publicly owned non-profit.  We intend to assemble a board of directors of no more than 45 people and an executive committee of 7 executives.  We have the experience and acumen to make it work.  We were anonymous in the beginning for calculated reasons.  Sadly, people think you have to be Jonathon Brandmeier or Jimmy deCastro to make something like this work.  The world has become afraid to fail. 

Radio companies and corporations in general are being mismanaged and driven into the ground by experts, veterans and geniuses who know everything.  What they don't know or are in denial about is these radio signals are losing value every day.  Ask Leo Laporte.  Ask Alex Jones and Pandora, and Slacker Radio.  You don't need signals and towers anymore. 

The news is, NOW is the time to use these signals to build other assets YOU the operator own, and your advertisers.  Instead, WLUP and others are building assets for FACEBOOK, GOOGLE, TWITTER, YOUTUBE, and GROUPON, gratis. just sold for $315 million.  Emmis is hoping to sell both FMs in Chicago for $100 million?  They paid more than that for WLUP alone.

The bottom line is, the two "jokers" Mike Noonan and Matt Dubiel are not afraid to fail.  We're going to give this a shot because we know the value of WLUP isn't in the signal and the FCC license, and we know what it can and will be with the right team, plan and leadership.  Their website alone should be a $10 million asset at minimum.  It would if we were running it and we can back that up.

We're currently grossing over $60k/month on a website for a 3 hour weekend radio show.  We've developed a business model that when paired with the power of radio is an internet cash station.  It's this sort of business model and thinking that radio needs right away.  The problem is everyone's too busy talking about HD, Pandora and royalties to focus on figuring this out and getting it done.  We've been focusing.  The best part is, we do this with local direct businesses. 

Right now the little guy is being frozen out of media marketing.  This is expediting the decline of main street retail USA.  They can't afford radio.  They're now at the mercy of Groupon and Google.  Way to go radio.  Our model brings main street back into the fold, makes them money, makes us money and reduces the dependency on Arbitron's voodoo, all the while serving the listeners and reducing clutter. 

But it's a whole lot easier to say we're disgruntled ex-employees with an axe to grind.  The truth is we have a winning formula and we're so excited about it we'll spend our free time and money on monkey costumes, vans, videos and websites just to inspire enough interest for a CHANCE to make a bid on WLUP.  I get it, Emmis doesn't know what to make of us.  Feder doesn't know what to make of us.  Some folks do.  We want to work with those animals.

Matt Dubiel
Broadcast Barter Radio Network


(12/14/2013 6:31:56 PM)
HevIiY Im grateful for the blog.Much thanks again. Keep writing.

- NY
(10/25/2013 6:47:49 AM)
SPdhgM I am so grateful for your article.Really looking forward to read more. Will read on...

- NY
(3/17/2011 10:53:35 PM)
The videos were great, but these guys have shown themselves to be unstable and Emmis is probably glad they're not in business with them. I suspect when others will think the same. Maybe they should go back to trying to sell radio a Donny Osmond show. Give me a break.

- Steve
(3/6/2011 6:27:58 AM)
Thank you, Gentlemen for standing up for the Real Chicago Radio Listeners! We have been crying out for a Rock Station since Freak played "Sad but True" the day Rock died in Chicago!
I heard the very first song TheLoop played in May 1977. I won't even turn it on now! I'll sing to myself first!

"If You Build It, We will Come"

- Carolyn Kern
(3/6/2011 2:38:21 AM)
saw this on which is one of the few places that didnt get involved with the hoax. good on them. and good on you for bringing attention to the matter. and hey we miss you at 9fm.

- old niner

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