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Short-term contests work great for a small bump. It's those contests that drag on for weeks and weeks that are useless.Only other time contesting is worth it is trying to increase Facebook count for clickthroughs to the web. Other than that, forget about it!
I've never seen a contest do much for on-air ratings. Seems like a good aventue for growing FB numbers. WESH in Orlando grew their Facebook fans by about 25,000 by giving away an iPad for liking them.
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