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BE Webinar Highlights Smaller Markets

Survival tactics, revenue sources are focus

Small- and mid-market broadcasters discussed economic challenges and success during a Webinar held by Broadcast Electronics this week.

Three radio experts — Ron Davis, the national chairman of the Small Market Operators Caucus and Montana station owner, Larry Patrick, a broker who also owns operates stations in Wyoming and other markets, and Bruce Goldsen, owner of Jackson Radio Works in Jackson, Mich. — discussed advertiser incentives and more efficient operations due to the economic downturn.

The broadcasters cited new revenue opportunities arising from the decline of small-town newspapers and the growing number of nontraditional radio advertisers.

Other topics during the webinar included targeting local merchants through event marketing, creating transaction Web portals for building listener and advertiser loyalty and simplifying operations using technology.

The webinar was one in a series conducted by Broadcast Electronics.