In a Midwest market very recently, Cumulus paid a 50% commission to one of the top barter and remnant agencies to secure a buy.
For years, barter and trade have been rearing its ugly head in radio at the hands of desperate radio groups looking to grab whatever ad dollars they can even at the overall expense of the industry.
All of this in a boom economy!
Can you imagine what would happen to radio if an economic downturn feared by economists currently actually kicked in?
So right now, trade and remnant advertising is hitting new highs or should we say new lows.
The rules are being re-written on the fly and one gigantic change that will make matters absolutely worse has taken off with a vengeance.
Recent Posts
- AI Insights from My NYU Music Business Class
- Cumulus Just Blinked
- Urban One’s Nuclear Option
- Inside iHeart’s “Guaranteed Human”
- iHeart Mismanagement Exposed
- The Trojan Horse Deal to Rope in Station Buyers
- iHeart Cooked the Essential AM/FM Car Study
- How iHeart Blew the TuneIn Deal
- The Perfect Buyer Waits for Cumulus
- Beasley Asset Sales Plausible