Know-How Exchange : Research/Metrics

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: https://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?

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.