Contributor: Gordon Borrell, CEO, Borrell Associates
To understand the crisis facing local media companies, two things are worth knowing about local radio buyers. They are:
- Expanding the types of advertising they’re buying
- Cutting the number of companies they’re buying from
Let that sink in. They are buying more, from fewer companies.
The big question is, who’s being cut, and why? (If you’re not into reading, jump to the very last sentence for the answer.)