ABSTRACT
Continuous technological advancements have forced radio station management to adjust and evolve to ensure that radio stations remain financially competitive. In this time of industry change, the radio manager’s role and responsibilities have become more important than ever before. Radio station managers must approach their jobs from a collaborative perspective and ensure that all on the station’s team are working to create the most attractive audience driven programming possible that can then be sold to advertisers and marketers. Managers work closely with community groups to stay connected to local happenings and industry groups to stay abreast of industry changes. Making a profit is the manager’s ultimate objective and this chapter provides an examination of the importance and strategies of selling.
