ABSTRACT
Growing numbers of radio stations are controlling multiple stations in given markets. Every group—if they are astute—will program and market to specific demographic niches. Those stations that choose to add niche marketing professionals—copywriters who are versed in niche selling and salespeople who are true niche marketing consultants—will survive in their chosen niche. The new breed of sales managers and salespeople will be skilled in all media. Last-minute copy, quick-fix sales packages, and poor long-term planning will be as obsolete as mass marketing. To remain competitive, consider making surveys and customer contact a new way of life. Remember, professional researchers often use unskilled employees to conduct face-to-face and telephone interviews. Effective communication requires an unending quest to understand other people's perspective. There are more radio stations in the world than any other medium. The odds are now in the radio's favor.
