Certainly, I hate to see anyone pay what was estimated to be up to $1.24 billion for radio advertising technology company dMarc in 2006 and then have to abandon it, cutting the first jobs in Google’s history, "marking an end to the company’s heady first decade of rapid expansion" (as Financial Times put it), but the last thing radio needs right now is more dollar a hollar rates.
If you have unsold inventory, please don't give it away. Cut your unit load; hold your rates.
This will not only prevent you from further undervaluing your station, which will take years to recover from, but it will improve TSL, make your station more competitive for listeners' time, increasing ratings, allowing you to charge even more.
When the economy starts to turn around, you'll be in a much stronger position.
What is Your Mobile Strategy? - *You can’t ignore this freight train. Your radio station must be active on the most used device, with the most personal impact, and an increasing role in ...
3 weeks ago