2020’s pandemic is estimated to have had a $170 million-dollar impact on noncommercial media’s fiscal year. Small, rural and community radio stations’ finances will be most adversely affected. Our traditional support has been changed by COVID-19. Today, there are existential questions about what stations do, and how we represent ourselves into the post-COVID period.
How can and should community radio stations market themselves to their audiences in this post-COVID era? What strategies and issues should stations consider in their audience/donor relationships now? And how does business-as-usual change?
In a recent webinar, Mike Henry of Paragon Media Strategies offered his insights from 30+ years providing music, programming, branding and strategic advice for the most successful noncommercial media outlets and entertainment companies. He’s played a formative role in a variety of music and news formats, and has a formidable reputation as radio’s “idea guy,” pioneering many business models and innovations in our space.