Harker: Don't Forget To Invest In Your Product!
April 20, 2011 at 11:26 AM (PT)
Just days after touting radio's rejuvenation as it evolves into the multi-platform age, HARKER RESEARCH cites a troubling sign. In the latest Radio Insights blog, GLENDA SHRADER BOS and RICHARD HARKER assert that radio isn't investing in the actual product it's putting on all those platforms.
"The recession is over, revenues are trending up, but fattening the bottom line seems to be the focus of too many groups, not preparing for the future," they wrote. "It isn’t just marketing budgets that have been cut at many stations. As anyone in radio knows, the cuts have been across the board. Radio's new normal is GMs managing markets hundreds of miles apart, program directors over-seeing three or more stations, and voicetracked robo-radio even in key dayparts.
Does this sound like an industry preparing for a challenging future?"
Read the entire column here.