NO PROMO BUDGET
QUESTION FOR DAN:
The station where I work at has no promotional
budget whatsoever. The owners of the station will not trade with the
local papers or tv stations. Our station is based in one town, but our
survey area is in another city approximately an hour away. What's your advice?
If I understand your situation correctly, there really isn't much you can do.
Will the owners at least contra for (if not purchase) t-shirts, coffee mugs, etc.? This will not gain you any new listeners, but at least you'll be able reward your existing ones.
From what you say, I'm guessing your station isn't much of a ratings power...and it's unlikely to become one without some promotional push.
If that is true, than I suggest that you focus all of your energies on developing & delivering a great show and then using it as your ticket to a more serious station.