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The Concept and Radio Advertising Professional training began with the late Jerrell Shepherd in Moberly, Missouri in 1968. In 1967 KWIX and KRES FM were acclaimed “The most successful small market stations in America.” These two stations grossed $325,000 in a community of 13,000. Mr. Shepherd, as he was called affectionately by his staff, labeled our system, The Concept. He identified all local businesses that might make up the 20% that could provide 80%* of his stations’ sales income. These accounts were called “Concept Advertisers.” When we introduced the Warner Concept system KWIX and KRES were grossing $400,000. In less than three years these two stations reached 1.4 million. In 2005 Dave Shepherd, Jerrell’s son, took three stations in Moberly, KWIX, KRES FM and KIRK FM to $2.6 million. Click on The Rest of the Story from a 1988 interview with Jerrell. His vision and belief in the power of radio has fueled the missions of the Warner Concept System, Marketing Firepower and the Radio Advertising Professional online webucation.