In response to Clear Channel’s July 20 decision to reduce commercial air minutes, we all knew it was coming, but nobody knew quite when. One of the world’s largest media conglomerates is about to flex its muscles and benefit from all its work.

While cleverly masked, the proposed commercial reduction can only serve to make money.

Clear Channel is doing what all monopolies aim to do, limit supply and increase demand. All media corporations make their profit through advertising to you, the consumer. They provide entertainment to attract your attention and loyalty and in turn advertise to you. The act of limiting commercials means that your attention is now more valuable; that will in turn raise the costs to the advertiser.

On the surface this seems all fine and well; who really enjoys listening to commercials anyway? If you start to look at it from the viewpoint of a small business the problems start becoming apparent.

Small businesses are hurt because they advertise to promote themselves and in many cases just try and get you to realize they are there. If it gets to the point that they can no longer afford advertising with mega-media companies like Clear Channel, their void will be filled by large corporations often those working to push these smaller competitors out of the market.

You should care for a few reasons, the first being that Clear Channel is trying to make your time more valuable. If that’s the case, it’s time to start demanding more than just less commercials in return (a more diverse less repetitive programming lineup is a good place to start).

Secondly, you really won’t understand what you’ll lose in local business until it is gone. Support small business, shop at the local shops in Campustown and around Ames. Choose to eat at restaurants that are locally based instead of settling for that ever familiar fast food.

Finally, support local and alternative media. Instead of listening to a national franchise channel, try local radio like Iowa State’s own KURE 88.5 FM. Stations like KURE are much more likely to bring you the bands you want to hear and the kind of diverse content Clear Channel is afraid of bringing to you.

Rezza Rahmani

Sophomore

Computer Engineering