CHAPTER
18 
Why a Local Broadcast ClientShould Own Your Station
Now that you understand the principles of ROI and how to explain them to your clients, let’s discuss what type of schedules you should be selling, and why you should pitch higher frequency. We in the broadcast sales business have gotten ourselves into a deep rut when it comes to what clients pay us for schedules on our stations. Many local clients don’t perceive value with radio and television the same way they do with Yellow Pages and print. Subsequently, we expect and we get just ...
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