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.
Start Your ACM Country Fan Holiday Shopping NOW! - Check out the ACM Awards official merchandise online store. As we approach the 50th Anniversary of the *ACM Awards* (April 19th on CBS!), they're offing 1...
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