The Warner family has owned and operated 13 stations in seven communities in Nebraska, Kansas and Colorado since 1960. In 1971, Norton purchased KLIN AM/FM in Lincoln Nebraska that became one AM and three FM stations. His mission is to build America's small market businesses through radio advertising. His belief is that radio is the only medium the small business needs. The Warner Concept System client education videos asks for and expects 100% of a small business's budget. In presenting these short videos to clients the sales rep is thoroughly trained.
To accomplish his mission, Norton went to the two most successful stations in America... KWIX and KRES in Moberly. The Shepherd Group was and still is a Master Mind Alliance in the development of the Warner Concept System. Norton has worked closely with the Shepherd Group from 1969 to today. Beginning with the late Mr. Jerrell Shepherd, today his son David Shepherd and the Shepherd Group GM Mike Edwards. The Shepherd Group was sold in 2007.
The Warner Concept System is a result of forty-eight years of consultation with the Shepherd Group.
The new Warner Concept System video programs is a series of 26 videos from 4 to 12 minutes in length. The Invitation is 17 minutes long. Norton started with Jerrell Shepherd in 1969. They were billing $325,000 on two stations in Moberly, MO. In the late 90s David Shepherd took over the late Mr. Shepherd's place as owner of four markets in Missouri. Two stations in Moberly were grossing about one million. Early in his leadership, David suggested that we put together a system that will educate the client. In 2007 Moberly was grossing 2.6 million in a community of 12,000. Mike Edwards was made manager of four stations in Waynesville-Lebanon in 1993. These stations went from $120,000 total annual sales in 1993 to 3 million today. Mike has given credit to the new Warner Concept System videos. The Shepherd Group stations of Farmington/Festus in Missouri has 2 AMs and an FM grossing about 3 million.
In 1968 Norton Warner created The Concept, a series of 30 VHS cassettes from 24 to 45 minutes each in length.
These programs are now available in a video library available through the WCS membership and are still being used nationally and internationally. In 2000, The Skills
program was completed. This program has trained many sales reps on the people-skills of selling radio. In 2005 Warner published a book entitled, David Can Still Beat Goliath
, subtitled Radio Advertising Is David’s Slingshot. It is a handbook for retail businesses and professional practices for the effective use of radio advertising.