As the world of media becomes more competitive, brands that stand the test of time are “mission first.” A look at the familiar players in radio tell us a great deal about who’s playing the mission game wisely.

Television platforms and brands rely on “upfronts” to gin up interest and excitement in the upcoming season of content. And when everything works in-sync, these events also add a great deal of revenue to the enterprise because advertisers want to be a part of whatever is new and hot. Here’s how radio can pull off its own version of the upfront.

Every business enterprise—including broadcasting groups and individual stations—is carrying around brand baggage that can obscure success. Coke’s CEO, James Quincey, calls them “zombie brands,” and his company consistently eliminates those no longer contributing to the enterprise. In today’s #TBT, the question is how can we take a thoughtful but hard look at the radio business to assess where our efforts are being misspent—and where we can focus our resources to ensure our best brands get the support they deserve? There’s an art to “zombie killing” as you’ll read in today’s post.