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Topic: Research/Metrics

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This question has been answered, and points have been awarded.

Non-traditional Revenue (ntr)

Posted by Anonymous on 125 Points
I know all about NTR or non-traditional revenue sources for radio / broadcasting industry. But I'm searching for non-traditional revenue sources for the print industry. Not sure if this is something the US publishing industry (esp magazines) encounter and if so what do they consider NTR.

  • Posted by SteveTheMarketer on Accepted
    Hi mfortuin-durr,

    NTR (Non Traditional Revenue): - This is revenue generated by special projects that may or may not directly involve on-the-air traditional Commercial Advertising campaigns. It may involve a single Radio Station or may involve commonly owned "clusters" of stations in an area. Typical examples would be Bridal Fairs, Job Fairs, Home Shows, Internet or other non-broadcast Advertising, Printed Discount Booklets, Stage Shows, Selling Station "logowear"-- in fact anything not directly related to a simple broadcast schedule on a single radio station. Some Stations run these orders on the same Traffic System for billing purposes, but do not include them on the actual Program Logs. Other Stations have elected to add a second Traffic System in order to keep entirely separate record keeping of this non-broadcast related revenue. The advantages of separate billing is the elimination of paying royalty fees on this non-station related income to music licensing firms such as ASCAP, BMI and/or SESAC.
    Source: http://www.tdga.org/glossary5.htm

    By definition NTR is non-traditional to broadcast. Your question seems to imply that a non-traditional revenue model for print might exist outside of the US publishing industry. Is this the case?
  • Posted by Peter (henna gaijin) on Accepted
    I think it would apply to print publications also. Many magazines that are industry specific also hold trade shows or seminars, which I think would fall under NTR. Some also publish special publications (like buyer's guides), which are separate from their normal publications.
  • Posted by mbarber on Accepted
    Competitions are becoming one of the biggest areas for print to earn some extra cash.

    Effectively they either co-opt a competition for a major brand or they co-opt with an alternative piece of technology like SMS poll voting where the revenue is shared.

    Also the print industry is including 'what do you think...?' vox pop questions asking people to sms or ring a 0055 number to vote. These are cash cows.
  • Posted by Consulting Melbourne on Member
    mfortuin-durr

    I know this is closed, but...

    Check out the "freq club" at www.triplem.com.au for an example of a radio station that has developed a loyalty club with perpetual competitions and supplier-sponsored prizes, incorporates SMS response etc...

    Maybe it's a copy of something already done in the USA, but I am sure it works its socks off.

    If interested contact me via my profile and I will give you contact details for the station CEO.

    Cheers

    ChrisB

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