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Radio Has Retreated From Marketing Itself

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Bruce Mittman is in a unique position. Not only is he the CEO of a successful advertising firm in Boston, he owns radio stations in upstate New York. Mittman purchased the upstate New York (Watertown) stations with former Pilot Communications owner Jim Levin. His advertising agency bills over $30 million a year and includes prominent clients such as the Subaru Dealers of Boston. In his dual role, Mittman has to buy radio for his clients and sell radio  to local advertisers for his stations. He says there is a perspective, outside the industry, that radio is dead and satellite and digital now own the audio space. He also says radio salespeople do not sell radio, they respond to avails, and radio no longer markets itself the way it used to.

Take a listen to Buzz Knight's full interview with Bruce Mittman.

 Buzz Knight is the Vice President of Program Development for Greater Media and he can be reached at Knight was named among “Best Programmers” by Radio Ink Magazine in 2007 and 2010. He has served on the programming subcommittee of the National Association of Broadcasters(NAB) and is currently a member of the Arbitron Radio Advisory Council and the National Association of Broadcasters (NAB) COLRAM Committee.

Read more articles by Buzz Knight HERE

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