THE PRICE POINT

The Insanity Of Lowering Prices To Gain Share

Hank Price: “In the face of next year’s political ad prosperity, some stations are actually lowering ad rates on upcoming 2020 non-political buys. Why? Because otherwise smart people are acting out of fear. They want to lay in a base of regular advertising in case things go bad. They will then brag to their corporate owners about their high shares. Not smart: Not only do lower spot rates hurt the coming year, they could set up 2021 for failure.”