Autor: John C. C. Halberta & Walter S. McDowell
Revista: Journal of Radio and Audio Media Nº 20 (1)
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.