80-20 Rule in Broadcasting

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Pareto Principle > Best Practices

Ibrahim Turundu, CEO, Nigeria
80-20 Rule in Broadcasting
When Brian Tracy's "Eat that frog" introduced me to Pareto principle some years back, I called for our marketing books and to my surprise only about 20% of advertising agencies placed adverts worth more than 80% of our revenue on our stations. We altered our revenue drive strategy so that 20% from top management and best sales staff followed up on 20% big clients while other staff followed up on the 80% majority. Results were immediately impressive. Agencies are also mainly interested in placing adverts adjacent to news and a few high audience shows, loosely relating to the Pareto principle! Now it all sounds like common sense, but discovering the rule and using it to our advantage was like magic. (...) Read more? Sign up for free

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