April 2, 2010

Yesterday, we discussed the basics, but we're getting into the busy season now ... or at least we all hope so.

Nothing is more important when we get busy than relentless inventory management; it has a direct impact on how your price your station.

I suggest you sit down with your sales manager and your traffic manager and review how you manage that.

A few things to ask:

• Are they reviewing an inventory map each day?
• Does your traffic manager publish a sell-out report each day?
• What is the process for front-loading the month?
• When you have to bump ... Are you bumping several clients just a little or one or two a lot! Go with the former and make darn sure you are communicating this to your clients IN ADVANCE!
• Once you have the information, are you communicating higher demand rate necessity with your A.E.s?

Good luck. Stay on top of it!