Taking advantage of barter in radio

Provides an examination of the importance of barter in the radio industry based on a systematic random sample of 195 radio stations within the continental USA. Describes how data were collected to assess the prevalence of barter in the industry. Analyzes the managerial decisions pertaining to barter to provide basic understanding of barter programming and its role in the station manager’s strategic planning. Concludes that station managers are using barter more and more to reinforce their product offerings and reduce the squeeze on cash flow. Providing programming that hits the right people continues to be a challenge for station managers.