Radio Programming: Tactics and Strategy

 

10

Working with Sales

 

 

 

The Sales Connection

The previous chapter addressed the contrasting personality types of those who are generally selected for the general manager and the program director positions. It discussed how these differences are often at the root of tensions, misunderstandings, and suspicions between these two key people. It explored what those differences tend to be and how the burden must usually be on the program director (PD) to make whatever extra effort is required to solve these differences.

Much of what we explored in the last chapter concerning the personality of the typical general manager (GM) also applies to the salespeople, from whose ranks the GM has usually come. Incidentally, a new GM is often put in a ...