SBD/25/Sports Media

PGA TOUR RADIO TRIES NEW STRATEGY TO INCREASE REACH/REVENUE

          PGA Tour Radio, which reaches 17 of the top 50 U.S.
     radio markets, is "redefining itself and its approach to
     covering the game," according to Dale Gardner of GOLFWEEK. 
     While CEO Warren Elliott say the changes are a result of
     "baptism by fire," GOLFWEEK's Gardner writes, "They're also
     survival tactics."  The Atlanta-based company has "pulled"
     its mobile studio and production truck "off" the Tour.  Live
     tournament coverage, which used to be produced from the site
     of the event, will now be done from its Atlanta studio using
     TV feeds and "natural sound" feeds (GOLFWEEK, 3/21).
          AD RATES DROP: PGA Tour Radio has "cut its advertising
     rates in an effort to make itself competitive with other
     media," and corporate sponsor packages which used to cost
     $50,000 will now sell for $20,000 a week.  During
     programming, the net splits the ad time with the affil.  PGA
     Tour Radio airs 36 events over the year, and Gardner writes
     that stations in 17 markets "included the play-by-play
     weekend shows for most of the events," while 28 others
     broadcast play-by-play for 12 to 15 events.  Gardner adds
     that most of the network's 208 affiliates "opt not to carry
     the play-by-play, choosing instead to participate in other
     programming offered by the company" (GOLFWEEK, 3/21 issue).
 
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