Tuesday, October 04, 2011

Budget Goals for 2012


It's budget time for many as we get set for 2012.  Years ago it seemed like budget season was the time to draw up the wish list.  Asking for funds for more research, raises for the air staff, a bigger (or any) promotion budget and maybe a few new toys for the team is probably not an options for any of the Programmers or Brand Builders.  The goal that most have is likely to be - what can I cut out without bleeding too much?

While you many not be thinking of goals for your 2012 programming budgets there is one that every station should have.

GET CLOSER TO YOUR AUDIENCE

This goal doesn't have to be fed with lots of budget lines.  It doesn't cost a lot to keep a healthy Twitter and Facebook presence.  It doesn't cost a lot to build and keep a strong presence in the community.  Yes there is staff-power needed for both efforts but I bet if you take the time to lay out a solid strategy and plan as part of your budget season you can reach this goal.   

And with all the competition from so much media hitting the audience building and executing a plan to interact and stay in front of your audience has to be at the top of your list.  

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