We often hear how many radio stations struggle with revenue.  They often end up in the dangerous cycle of constantly discounting and bonusing free ads to keep clients. Stations offer various discount packages to hopefully maintain sales and keep the cash flowing.   Maybe the key is to charge more and keep advertising rates higher...And most important- Fish where the fish are... https://www.cbc.ca/radio/undertheinfluence/why-sometimes-the-best-way-to-sell-a-product-is-to-increase-its-price-1.5598109