Wednesday, August 17, 2011

It’s the most wonderful time of the year ... budget time! 

I know.  I know.

If you haven’t started already, you will very soon.

Here are a few budget planning tips so you don’t over-promise and find yourself in the same position next year as you are in now ... Today, we’ll focus on revenue:

Look at a five-year history across multiple platforms:
National vs. local
Direct vs. agency
Monthly flow of business
NTR
Digital
Ratings
Sell-Out percentages
Average unit rates
Market revenue
Have a deep meeting with your PD
Ratings expectations for 2012 ... the real expectations
What will help or hinder reaching those goals?
What competition means to reaching those goals?
Re-examine your sales staff at every level
Management
Commission plans
Bonuses
Staff

More tomorrow.....