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|Articles - August 2011|
|Wednesday, July 20, 2011|
Page 6 of 8
Several nonprofit managers and supporters say the presence of three community-minded stations has been a huge factor in fundraising, recruiting volunteers and simply getting their message out to the community.
“Supporting nonprofits is the norm here, it’s just part of the Medford media culture,” says Barbara Johnson, who is affiliated with several Medford-area nonprofits. “It’s a conscious choice they make,” says Sue Mendenhall, program director of Children’s Miracle Network. “As long as they can find a way to bring our story into the newsroom, they will cover it. All the stations do it.”
Beyond their news strategies, each station owner has pursued a distinct strategy for making ends meet in the small middle-class market. While the market hasn’t grown in terms of number of households in the last decade, neither has it shrunk significantly. The recession clearly drained wealth away; the flood of California retirees flush with cash who once flocked to the region has slowed to a trickle. Yet there are pockets of affluence, such as Ashland, that remain poised for growth.
Smullin, like her chief competitors, remains in the end stubbornly optimistic about Medford’s future in broadcast. But she acknowledges that the landscape is everchanging, and that to stay profitable the stations will have to constantly adapt. “Partnerships are the name of the game now,” she says. “I don’t make any unilateral decisions anymore. Everything involves a partner. It’s how we survive.”
In all likelihood, the survival of the major players in Medford’s combative free TV broadcast market is assured for years to come. What survival looks like is another matter. As Smullin points out, partnerships — with advertisers, community groups, stations in sister markets and even competitors — may well be the key. For as long as the stations’ signals can hop over mountains and across state borders, people will watch, and someone will pay the bills.
Wednesday, May 27, 2015
PHOTOS BY JASON E. KAPLAN
Oregon Business celebrated the 100 Best Green Workplaces with an awards luncheon yesterday at the Nines Hotel in downtown Portland.
Tuesday, May 26, 2015
BY JACOB PALMER
Live, Work, Play: CEO of Gorilla Capital.
Friday, May 22, 2015
BY ANNIE ELLISON
Portland tech veteran Ben Berry is leaving his post as Portland’s chief technology officer for a full-time role producing unmanned aerial vehicles (UAVs) aimed at first responders and the military. Berry’s AirShip Technologies Group is poised to be on the ground floor of an industry that will supply drones to as many as 100,000 police, fire and emergency agencies nationwide. He reveals the plan for takeoff.
Thursday, June 18, 2015
While most categories of commercial real estate have performed well, one of the most robust has been apartment buildings.
Wednesday, June 03, 2015
As part of our green workplaces story, Oregon Business checked out a community service project undertaken by Portland Youth Builders, a nonprofit alternative high school. In partnership with Whole Foods, PYB built garden boxes for a Home Forward housing site. Home Forward is a government agency that provides housing for low income residents and people with disabilities.
Friday, May 22, 2015
BY EMILY LIEDEL
Inside the topsy-turvy world of corporate sustainability rankings.
Friday, May 22, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
The recent tragedy in Philadelphia has called attention to Amtrak and the nation's woefully underfunded rail service. Here are six facts about the Amtrak Cascades corridor between Eugene and Vancouver B.C.
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