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| Author: | Copulsky, W. Baker, S. H. |
| Title: | New York Radio: cooperative strategy in a fragmented market. Case study. *NEW YORK RADIO |
| Journal: | Planning Review
1987 : NOV/DEC, VOL. 15:6, p. 8-13 |
| Index terms: | CORPORATE STRATEGY BROADCASTING INDUSTRY ADVERTISING CO-OPERATION |
| Language: | eng |
| Abstract: | It is very difficult for fragmented manufacturing and service industries in the U.S. to gain market share. Cooperation seems to be very successful in the case of the New York Market Radio Broadcasters Association /NYMRAD/, which is the trade association of the New York Metropolitan Area radio stations. Its members work together to increase the total market through development of unexploited niche groups of advertisers. It can be a useful model for other fragmented industries. |
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