The growth of remnant advertising suggests it's not just a fill-in for unsold inventory but a threat to a station’s entire rate structure with ad agencies starting to pile on and permanently disrupt the radio revenue model.
- Discounts between 40% to 70% off standard rates.
- Designed as a way to monetize unsold inventory to make up for the industry-wide decline in radio advertising.
- But something has gone amiss – ad agencies are having their way with radio stations who have become extremely dependent on remnant ad sales no matter what it is doing to their overall pricing structure.
- Here’s an aggressive “fire sale” call-to-arms by Mynt Agency to take advantage of radio while it’s down.
- And plans revealed to squeeze stations harder as their spot sales continue to decline.
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