Commercial Radio – Commercial radio is design to make money from advertisers commercial stations are in the advertising business only!!! Radio stations make money when national or local business pay radio station to create and air a commercial, which advertises the company’s product goods or services. Playing your music on air actual cost radio stations money, which is paid to artist in the form of a royalty, which comes from ASCAP, BMI or SECAC. By listen to music on your favorite radio station the public become the listeners, which equal ratings the more listeners a station has the more advertisers will pay to advertise. Once you really understand this concept you will learn how better to promote your independent projects.
There are Rules to Radio!!
Air disc jockey: A radio personality who has a radio show playing the hits, announcing titles and artists, and using their personality to communicate with an audience is only part of their job. Most DJ’s interview recording artists, politicians, people in the community and movie stars. Radio personalities may be paid to make public appearances, to help promote events, parties and functions outside of promoting the station for more listeners, which equals ratings.
Mix show DJ or Special show host: Does a one or two-hour show, using mixed music or having a special show on certain topics.
General Manger: The GM oversees programming, talent, sales, news and engineering normally meets with all departments each week to discuss daily operations does the firing and firing when the ratings are down.
Music Director: The MD is responsible for the music that the station plays and when it is played. He or she will handle most of the calls from record companies and independent promoters. This person also decides what music is best for the station to play based on research, the city, and the listening audience. The MD normally meets with the Program Director each week to discuss music choices.
Program Director: The PD is responsible for the on-air product of the station, talent and program schedules. He or she oversees music, promotions, and any production that goes on-air. The PD normally meets with the Music Director each week to discuss music choices and will work with sales/marketing to enhance the stations image and market share for ratings.
Promotions/Publicity Director: Decides what free-mentions will be given, within special show-segments designed to highlight local activities. Promotes the stations image, programs, and activities through contests, events and activities. Will work with Program Director and Sales to find prizes for the station to use during promotions.
Account Executive: Known as an AE or Sales Executive who works with local and national companies, attempting to get them to advertise on the station.
Roles Played: On commercial stations, the program director (PD) is the person who decides which artists gets played or radio air spins. The Club DJs and music director/MD both have input but the listeners has the last and final word understand this.
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