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- Title
Sustaining Local Radio Journalism: A Case Study of the WLRN/ Miami Herald Strategic Alliance.
- Authors
Halbert, JohnC. C.; McDowell, WalterS.
- Abstract
Facing severe cutbacks in funding from the government and private benefactors, non-profit broadcasters are challenged to sustain meaningful local radio journalism. One survival strategy is to form a strategic alliance with another respected local news organization. This case study examines one such partnership between Miami NPR affiliate WLRN-FM and The Miami Herald newspaper. The study asserts that in addition to offering an innovative business model, this alliance relies heavily on the intangible asset of the brand equity exhibited by both parties. The study concludes with a summary and reflections on the practical realities of replicating this type of alliance in other broadcast markets.
- Subjects
RADIO journalism; RADIO broadcasting research; BRAND equity; BROADCAST journalism; BROADCASTING industry; FINANCE
- Publication
Journal of Radio & Audio Media, 2013, Vol 20, Issue 1, p17
- ISSN
1937-6529
- Publication type
Article
- DOI
10.1080/19376529.2013.777338