Contemporary Tendencies in Radio Station Management

Radio station management has changed dramatically during the last few years. Operating in a stiff competition environment, radio stations need to focus on new business models, as they evolve from broadcasting to narrowcasting or nichecasting. Since a radio station operates simultaneously on two markets (the consumers and the advertisers) attention should be placed both on the radio production and the radio promotion, on-air as well as off-air. The Program Director (PD) is acting more and more as a brand manager in order to ensure a unique competitive advantage for the radio station.