Instead of rigid radio pools, there are simple discounts

The same theater is repeated almost every year: The pool discussions among private radio stations degenerate into bickering in the style of naughty kindergarten students, and the resulting new pool constellations are usually conflict-oriented instead of customer-oriented. This damages the industry, enormously in fact. But things could be different, if only we wanted to. In any case, an idea from Radiotele has been on the table for a few months that would not only be interesting for advertising customers, but could also have a calming and anticonvulsant effect on the radio scene. The idea is very simple: every advertising customer receives a discount as soon as they book more than one radio of their choice. The more radios are booked, the higher the discount, although the discount levels have not yet been defined.
Günter Heuberger, President of the Association of Swiss Private Radio Stations (VSP), welcomes the idea: "That would be the best solution, because then you would no longer have to choose one of the rival groups, as is the case with the pool formations." However, it is uncertain whether the two Zurich stations and other competing radio stations will join in. VSP member Roland Baumgartner at least wants to try this out and work out a concept by the fall (mk).