CASH IS KING

Cash is King! Cash is even more regal in difficult times. In our current economy broadcasters and media technology users may feel it more prudent to hang on to cash (and capital). They are more cautious about investing in needed equipment and technology. Subsequently they delay or drag out equipment purchasing decisions, hoping to stall until revenues and cash flow get better. There is "pain" associated with parting with cash or capital.

During this period, when financing costs are at historic lows, NOW is a great time to introduce financing alternatives, as a business solution, that spreads the cost of technology to match the timing of revenues and cash flow (current and future). Spreading the cost of equipment and technology is less "painful" because it allows retention of cash and helps preserve capital and equity. In effect shifting the budgeting from the Capital Budget to the Operating Budget facilitates both capital retention and investment in new and needed technology.

Remember that while Cash is King low-cost financing is a means to retain cash and yet make the investment in broadcast equipment and media technology that, in turn, helps cash grow.