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RAB Research Archive

Campaign strategies backed by your whole station



Mike McVay, president and founder of McVay Media, says: "Don't look at Alternative Revenue or NTR as just a sales opportunity. It's also a promotional and programming opportunity. You can have a promotion that airs in primary ratings sweeps or airs as a maintenance promotion during the less important sweeps. Or the campaign can air year-round and be a maintenance promotion that drives listenership, raises ratings, and creates new revenue."

Work with your programming and promotions teams to create campaigns that the whole station can get on board with. Then they’ll reduce office politics and friction and help to develop a more cohesive station team as well.



Brandeis C. Hall, RAB VP/Professional Development



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