Growing revenue with new and inventive ideas is a focus at every radio station no matter the size of the market. One of the ways to increase revenue at the local level has been around for years – it’s called co-op. While co-op is not a replacement for sales strategy or process, the concept of using co-op dollars to enhance a retailer’s advertising plan is not new, and yet the amount of funds that go unused are staggering and in the billions of dollars. Just like radio stations have evolved from selling solely on-air inventory, co-op plans have evolved and now cover digital, events, promotions, and traditional advertising.
In this edition, Erica Farber, President and CEO of the RAB speaks with Andrea Clay, National Sales Manager for Beasley Media Group/Charlotte. The concept of co-op is being embraced in a big way by the cluster and the results are even bigger!