Saga PDs Are Now Officially 'Brand Managers'

Steve Goldstein

SAGA COMMUNICATIONS has taken the job of PD and expanded it for "a multi-platform world," by naming all PDs as "Brand Managers." Said EVP STEVEN GOLDSTEIN, "As a Program Director, you are now spending an increased amount of your time thinking about and working with our various digital platforms. Whether it be the station website(s), social media such as FACEBOOK, TWITTER or crafting e-mails and texts, it's all now a part of the PD’s day. This is in addition to managing the external marketing feel and visual aspects of the brand."

"We've been thinking about how successful programmers are morphing their skills to become proficient at not just managing the on-air product, but the overall brand. And conversely, it has exposed the vulnerability of Program Directors who are not learning and growing as we become more digital," continued GOLDSTEIN. "When you drill it all down, what it really means is that the PD is no longer just a PROGRAM DIRECTOR, but a multi-platform BRAND MANAGER."

"This change is intended to not only reflect how people in our business think about the position of PD but how PD's think about themselves," explained GOLDSTEIN. "Managing the assets of a brand is what you do today, and we think this new title better reflects the change in responsibility and overall outlook."

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