Savvy marketing

I'd just taken over as jazz director at KCOU when I received my first letter from a record label, touting new releases.  "Dear Jazz Guru," it began.  Although it was a mass-produced form letter, the flattery worked.  It made me receptive to the rest of the letter and all the more inclined to hear the label's new music.  Deep down, what music director doesn't like being referred to as a guru?