Sumner Group

If you worked in advertising in the Carolinas during the 1960s, 1970s, or early 1980s, you knew Stan Kaplan’s impact.

Here is why I think he was so important and made an impact in my life:

1. He made radio a marketing event not just a place to buy commercials.

2. He turned Big WAYS into Charlotte’s No. 1 Top 40 station. (sadly now it is gone) When the Stan purchased WAYS it was one of the city’s weakest stations.

3. He understood branding before the term became popular. The station wasn’t simply “WAYS.” It became “BIG WAYS.”

4. He invested heavily in personalities…..DJ’s like Jack Gale, Jay Thomas, Robert “Murph” Murphy, John Kilgo, and Larry Sprinkle, (now one of Charlotte’s best-known television personalities and still a good friend of mine)

5. He helped pioneer FM radio in Charlotte. Stan saw its potential and built one of the market’s most recognizable FM brands.

6. He believed local content won.

7. He treated advertisers as partners. And this is what we try to do every day at the Sumner Group.

8. He wasn’t afraid to challenge the competition. He openly competed with powerhouse WBT and believed great programming and creative marketing could beat larger competitors.

So, thank you, Stan, for giving a young kid from Gastonia, fresh out of UNC, an opportunity.

I had the privilege of opening the BIG WAYS/ WROQ sales office in Gastonia on South Street in 1979.

I was fortunate to work with some outstanding clients, including Earl Tindol, Sonny Hancock, Sundrop/ Cheerwine, Mr. K Big & Tall (“Mr. K Fits Them All”), Handy Pantry, Western Steer, Howren Music, Gaston Federal Savings, The Gaston Gazette, Belmont Abbey College, and the Gaston County School Bond Campaign—which, I’m proud to say, passed!

Looking back, I’m grateful for the confidence Stan Kaplan placed in me. It was the beginning of a career that has now spanned nearly five decades.

Rooted in Gastonia. Committed to our community.

Thank you to the Gaston Community Foundation for bringing local leaders together to collaborate, connect, and make a lasting impact.