Saga Head To Industry: Look At Pricing Models


While Saga Communications President/CEO Ed Christian said Local dollars are “still the backbone” of his company, National dollars — and the struggle to get the shares it used to — have put Saga under “a tremendous amount of pressure.”

The key reason, Christian noted, is continued rate erosion.

“The industry needs to understand the paradigm of pricing,” he said, speaking to investors during Saga’s Q3 earnings call on Tuesday. If not, a few years from now stations may resort to using a $100 coupon to win business, he warns.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.