One of the things attracting tourists has taught us is to value the habit of preservation. We have to depend on devoted scholars and archeology diggers and always, tenacious individuals like Dr. Walter Roth. He was a medical man of German stock who moved to Guyana by way of Australia and was the moving spirit in the rise of Georgetown's museum of natural history. As a youth I made many trips to this museum and was fascinated by its presentation and displays; for instance the diorama of gold-digging operations in the far interior, the lighted fish tanks with fish such as the blood-thirsty pirai, a lifelike representation on the wall of the world's biggest freshwater fish, the arapaima, caught in Guyana. A huge live anaconda pans have all but vanished.
Talk to Richard Lue and it becomes clear that not nearly enough Caribbean people are heading `home'. Neither are enough African Americans trying to discover the Caribbean, although their connection with the culture has long been established in the U.S. That's why Lue was appointed Air Jamaica's regional manager for special markets in the southern U.S. Another Air Jamaica representative has been given similar responsibilities for the northern states. "It wasn't neglect," said Lue. "It just wasn't accountability. We've always been there. The problem was internally. We feel we can get more out of that (Caribbean) market." "To me it's no big deal," he said. "The problems in Jamaica are serious, but Jamaica has never been an easy sell. But it is a challenge. It is because of 9/11 that we realized we had to diversify our markets and give importance to all the markets. The challenge is there, but we just have to deliver."
"We're not a Jamaican station. We're not a Trinidadian station. We're not a Bajan [Barbadian] station. We're not an African-American station," [Carl Nelson] says of his station, which broadcasts from Davie, near Fort Lauderdale. "Our target audience is the entire Caribbean [community], and that includes second-generation Caribbean Americans and people [of other nationalities] who like Caribbean-American music." Nature of service "We don't see the radio as a juke box," he says. "We're here to serve the community and just because you put some music on the radio doesn't mean you're serving the community." "Everybody who's advertised with us has reported good results," he says. "That's because they're getting a mix of people. They [reach] people from all the different islands. They get African Americans. They get whites. For them [the advertisers]it's a plus."
