"It's tough times out there. If we're not battling hurricanes, we're fighting a weak automotive industry."

Madelyn Bonnot Griffin is an expert on both topics as VP of operations for National Communications' KVHP, serving Lake Charles, La., and Beaumont, Texas (DMA 176), where the economic storm clouds were just punctuated by two actual hurricanes. Yet, Bonnot manages both crises with her practical brand of optimism.

What better credentials for the co-chair of the NAB's annual Small Market Exchange? The annual confab for DMAs 70 and above will be held in Phoenix on Sept. 25-27. It focuses on the revenue, regulatory and technical challenges facing smaller market stations.

In fact, it's the only national gathering for what Bonnot calls "salt-of-the-earth broadcasters, who maintain exemplary community ties despite smaller budgets and tighter margins." (See Bonnot describe the conference by clicking here.)

Paradoxically, Bonnot's passion for the Small Market Exchange comes in part from three decades of larger market experience in broadcast sales and in running stations for the likes of Jeff Smulyan and Quincy Jones.

"I've seen both sides and there really is no other gathering that offers such value to local stations," says Bonnot, a boast borne out by annual evaluations, in which 100 percent of attendees declared they'd recommend the conference to a friend. Almost as many rate the conference as "very valuable."

"And the ROI is fantastic," adds Bonnot. "For around $1,800 in registration and travel, the average station earns $84,000 in new revenue by implementing any two of our Best of the Best ideas. Some stations earn over $500,000."

The "Best Of The Best" is formally known as the "Small Market Money Makers Competition," a fierce elimination-style contest for the best sales promotion. Over 200 submissions are judged on creativity, community impact and, especially, for generating revenue.

The final 25 sales promotions are designated "Toppers" and compete in a series of presentations and ballots for finalist status. The winner takes home a crystal trophy, an LG 32-inch LCD integrated HDTV and an all-expenses-paid trip to next year's Small Market Television Exchange. (Read about last year's winner by clicking here.)

Because the Best of the Best "Toppers" are all proven money makers, conference attendees have been known to clutch the descriptive booklet and DVD during the entire trip home, planning to implement a promotion or two at their next sales meeting.

This year's competition is sponsored by Harris Corp. Other sponsors include Continental Television Sales, Ion Media Networks, Sony Pictures Television, Titan TV, VCI Solutions, Warner Brothers Domestic Television and Apex Media.

National companies are eager to sponsor the Exchange because it's a rare opportunity to interact with decision makers at markets they may rarely visit in person. The station executives relish the chance to network with the sales reps — and with each other.

The same is also true for NAB's leadership who annually host a roundtable with 30-40 local leaders. This mutually productive face time has produced such tangible benefits as the NAB projects to curb power and insurance bills for small-market stations. 

Bonnot and her equally-dynamic co-chair, Liz Burns of the Morgan Murphy Media, are especially proud of this year's general conference sessions, which they've tailored to address top challenges facing small market stations. Among the highlights:

• Center for Sales Strategies President Jim Hopes analyzes the most productive "change agents" for establishing and growing new media ad business.
  
• Katz Television's Robert Russo zeroes in on street-wise strategies for maximizing retransmission consent fees from cable systems.
  
• KHOU's Director of Digital Media Christine DiStadio highlights "Best Practices for Mobile and Internet Content", especially as they relate to news, community service and the bottom line. Her presentation leads into a showcase of the latest and greatest mobile video gadgets by tech writer and consultant Gary Arlen.
  
• In lieu of the typical automotive sales analysis, this year's Exchange features a panel of physicians, medical administrators and related health care advertisers to examine how stations can maximize revenues from this vigorous and fast-growing ad category.

It's no accident that Louisiana native Madelyn Bonnot Griffin added a lagniappe of new media sessions to the meat-and-potatoes menu of traditional ad revenue seminars.

"The TVB forecast meeting made it clear that while Internet revenues are nowhere close to replacing traditional revenue, they're growing at a solid pace," she said.

Or to paraphrase the old adage about actors and their roles, it seems there are no small markets — only small thinking. And there will be none of that on display next week in Phoenix.

Market Share by Arthur Greenwald showcases innovative station promotions every Monday in TVNewsday. Share one of your own success stories by writing to Arthur at greenwald@tvnewsday.com.