“The purpose of business is to create and keep a customer.” Peter Drucker

Yes, radio is moving (or being pushed) towards a new business model. But, when it comes to generating revenue for The New Radio Model, the fundamentals don’t change.

How many customers did you create this month? How about so far this year, how many customers have you created? Every dollar your radio station receives comes from your clients, not from your products. Yet, most companies are organized to track the sale of products rather than to track the creation and growth of customers. Ask any radio manager how many digital dollars they did this month and he can tell you. Ask him how many NTR dollars they are supposed to do next quarter and they have an answer. But ask them how many accounts turned from prospects to customers in the recent past and they don’t know. (Read More)