Radio Sales Management: Demographics and Practices

Abstract

The main goal of this study was to update demographic data concerning radio sales managers and to measure their attitudes on a variety of issues, including consolidation of stations and hiring and training practices of account executives. Although minorities and women have posted gains in the past decade, this project showed that the typical radio sales manager is still a Caucasian male in his mid-40s. He prefers on-air announcements for recruiting and finds one-on-one interaction to be the most effective training method. Overall, he is positive regarding consolidation.