The miracle story of Catholic radio is that everything conventional in radio - advertising, billboards - we didn't do. It was through word of mouth that we survived.

This radically changes advertising. It makes it much more accountable.

I think it all comes down to Wal-Mart's aggressive advertising campaign. They are being much louder with their campaign, and I think they've done a good job of stealing the 'early-bird' holiday shoppers.

Companies spend twenty, thirty, forty percent of revenues on advertising to brand their product and to get, essentially, acquire customers cheaply. You get a lot of exposure on something like this.

Sacred Heart is about being able to teach the faith day in and day out to whoever wants it. And when someone is in need, for them it's coming in loud and clear wherever they are.

We were always looking to get the local clergy to share with us their teachings, their prayers, their meditations. It allows us to truly reflect to the community the people they have heard from the pulpit and spend some more time with them.