Dumb question for out experts. Really dumb question. I'm not trolling when I ask this. A former on-air staffer who I know were talking about Westwood One and he told me that there's no ROI in Syndication. A) Is that true? and also B) Why WAAF (again)? LL certainly never fit with their demographic like Rockline ever did. I'll take any wiseass responses.
Are you talking about ROI for the syndicator, or ROI for the station running the syndication? I've definitely made money selling spots adjacent to syndicated programming, spots that I wouldn't have otherwise sold. With the minimal investment (most of it's barter,) I think there's an ROI for the right syndicated programming.
For the syndicator, there has to be ROI. Westwood One ONLY syndicates, how else would they make money?