Saga Communications notified its program directors this week that their position titles have changed to "brand manager." Saga EVP Steve Goldstein wrote to these employees, "We truly live in a multi-platform world. As a Program Director, you are now spending an increased amount of your time thinking about and working with our various digital platforms. Whether it be the station website(s), social media such as Facebook, Twitter or crafting emails and texts, it’s all now a part of the PD’s day. This is in addition to managing the external marketing feel and visual aspects of the brand."
Saga is the broadcast group that recently made news for turning off the online streams for its properties in markets outside the top 100 (and limiting stream listening on the stations that are still online, so only local listeners can connect). The company also will no longer substitute "online only" content (such as online-only audio ads) when the on-air station goes to commercial break. See more here.
"We’ve been thinking about how successful programmers are morphing their skills to become proficient at not just managing the on-air product, but the overall brand," Goldstein's letter continued. "And conversely, it has exposed the vulnerability of Program Directors who are not learning and growing as we become more digital."
Saga Communications has more than 100 broadcast stations in 29 U.S. markets.