ABSTRACT
Markets are splintering, ad budgets are being down-sized, and media choices are multiplying faster than rabbits can procreate. Consequently, radio stations are feeling more and more pressure to justify their rates to advertisers based on perceptions of audience size and how far the competition is willing to cut their rates to take the buy away from a person. When sales reps believe that their sales manager values their input, and they trust that it will not be used against them, managers will be amazed at all the creative ideas they will hear. Salespeople, as well as other departments' employees who deal directly with advertisers, can offer a wealth of information about improving billing, sales offers, production, and just about any other function at a person's station. If a sales manager believes that giving away power diminishes one, the manager also believes that power is limited.
