Joseph P. Vaccaro

Taking advantage of barter in radio

Provides an examination of the importance of barter in the radio industry based on a systematic random sample of 195 radio stations within the continental USA. Describes how data were collected to assess the prevalence of barter in the industry. Analyzes the managerial decisions pertaining to barter to provide basic understanding of barter programming and its role in the station manager’s strategic planning. Concludes that station managers are using barter more and more to reinforce their product offerings and reduce the squeeze on cash flow. Providing programming that hits the right people continues to be a challenge for station managers.

The Changes in Demographics and Lifestyles and Their Effects on the Coffee Industry

This paper isolates certain key variables to assess their impact on the coffee industry, and to what extent these variables have been addressed. Although approached in a theoretical framework, this paper delineates the environmental forces that are faced by the coffee industry, and how the negative impact of these forces fo unnoticed or are ignored. The coffee industry has a history of little action taken when highly publicized health studies were published. When the demographics and lifestyles of consumers changed, the industry has been slow to respond. Recently these constricting forces have been addressed, thus providing an area for future research. The study of successes and failures of the beverage industry can help many industries in understanding their marketing approaches.