New York Radio: Cooperative strategy in a fragmented market

Abstract

Radio broadcasting is a fragmented industry — one in which many of the local stations are small, and stations have little chance to establish a dominant market share. Since there are many such fragmented manufacturing and service industries in the U. S., and competitive tactics to gain market share are not always successful in such industries, we'd like to offer a different strategy: cooperation. We'll illustrate how it's done, using a case history describing the cooperative effort of the New York Market Radio Broadcasters Association (NYMRAD) — the trade association of the New York Metropolitan Area radio stations. Its members worked together to increase the total market through development of unexploited niche groups of advertisers. In less than two years, this plan has added significantly to total New York radio station advertising revenues.

Citation

Copulsky, W. and Baker, S.H. (1987), "New York Radio: Cooperative strategy in a fragmented market", Planning Review, Vol. 15 No. 6, pp. 8-13. https://doi.org/10.1108/eb054206