PGA TOUR RADIO TRIES NEW STRATEGY TO INCREASE REACH/REVENUE
Published March 25, 1998
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).