NTR (NON-TRADITIONAL REVENUE)

With the economy still sluggish and advertising flat or only slightly increasing for most radio groups, NTR is quickly becoming a new sought after stream of revenue. There are all kinds of NTR events ranging from Expo's to theme cruises to annual anniversary concerts and some of these NTR events can generate up to one million dollars in revenue for a company.

There is one particular NTR event I think is appealing to any radio group and is attractive for more than just one or two reasons. This event appeals to all demos, sexes and races, can be executed across all formats and has multiple streams of revenue.

I'm talking about a Yard Sale/Garage Sale event idea. Where you have the opportunity to make money from multiple sources including early bird passes, entry fees, booth sales, commercial booth sales, title sponsors and other creative sponsorship opportunities like a performance stage sponsor, children's area sponsor and even a collection sponsor to collect any unwanted goods from vendors at the end of the event.

We executed this exact event in Birmingham last year (www.birminghambiggestyardsale.com) with over 300 vendors and 3000 listeners attending in the first year.

I can't say that every cluster will experience the same success with this event that we did in Birmingham, but I will say if your cluster is looking for a great event that you can execute across all the formats in your cluster that has multiple streams of revenue, then you owe it to yourself to at least discuss this one.

Lj