business plan for a community radio station

Radio Station Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business ideas » Media Industry » Radio Station & Shows

Are you about starting a radio station business? If YES, here is a complete sample radio station business plan template & feasibility study you can use for FREE .

Okay, so we have considered all the requirements for starting a radio station business . We also took it further by analyzing and drafting a sample radio station marketing plan template backed up by actionable guerrilla marketing ideas for radio station companies. So let’s proceed to the business planning section.

Over the years, a lot of people have had radio as their constant companion. This is because unlike the television, radio service can easily be connected to with a simple device that you can carry around; the device could be a transistor radio, mobile phone or any internet enabled device.

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In the united states of America, radio broadcasting is indeed a major mass medium that serves millions of Americans on a daily basis. Although the invention of television in the 1950s contributed to a decline in the number of people that listen to radio daily, but with diversification by radio stations, they were able to regain some of their listeners.

In recent time, radio stations have become more creative in designing programs that can help them maintain a robust audience. This is important because the larger the number of your audience, the juicier advertisement sponsorship you can attract.

If you are looking towards starting your radio station in the United States of America, you would need a license and a permit from the FCC. It is illegal to run a radio station in the United States without following due process. Below is a sample radio station business plan template that can help you to successfully write your own with little or no difficulty.

A Sample Radio Station Business Plan Template

1. industry overview.

The total number of radio stations in the United States of America as of 2009 is 3,494 and the number has grown beyond that in recent time.

Statistics has it that American radio stations generated a total revenue of 15.1 billion U.S. dollars in 2012 and out of the total revenue generated within the said period, an estimate of 510 million U.S. dollars was generated via online platforms. In 2009, there were 3,494 radio broadcasting stations in the United States.

It is on record that radio reaches over 68 percent of U.S. consumers aged 12 and older on an average day and 236 million people listen to radio each week. Global radio advertising expenditure is about $35.25bn and radio advertising expenditure in the United States of America is about $15.6bn.

Close to one fifth of Americans are exposed to radio programming while shopping, which is why radio stations will continue to attract adverts sponsorship from corporate organizations, religious bodies and the government. It is perhaps one of the most potent medium to reach out to a larger percentage of Americans.

These are the percentage on where Americans listen to radio; Car – 42%, Home – 24% Work – 21% and others – 13%. The majority of radio stations in the United States run their programs in English language. The second language used by radio stations in the United States is Spanish; this is because Spanish is the second most spoken language in the U.S.

Other national radio stations in the United States may decide to run their programmes in a languages that can be easy for them to communicate to their audience. This is why you can listen to radio stations that operates fully or partially in Russian, French, German, Italian, Portuguese, Chinese, Korean et al.

The Federal Communications Commission (FCC) stated on their website that loads of people are applying to start their own radio stations in the U.S.

For instance, a few years ago, the Commission received approximately 30,000 inquiries in a year from people who wanted to start a radio broadcast station. Hence the demand for radio broadcast license and permit has grown while the amount of available spectrum has declined.

If you looking towards sending in an application to the Federal Communications Commission (FCC), know that the filing of an application does not guarantee a broadcast station construction permit. As a matter of fact, in many areas of the country, no frequencies are available on which a new radio station could begin operating without causing interference to existing radio stations.

So before setting up your facility, ensure that you first secure a radio construction permit from the Federal Communication Commission (FCC) office close to you.

It is safer to say that the radio industry is saturated, but that does not stop more entrepreneurs from venturing into the industry. The truth is that if not for the advent of the internet, there would have been a sharp decline or stagnancy in the growth of radio stations in the United States of America.

With the internet, it is now easier to set up a radio station unlike the stress involved when applying for a radio frequency from the Federal Communication Commission – FCC. People are encouraged to start their own radio station because of the wide reach of radio frequency, the less stress involved in running a radio station and of course the in – flow of advertisement sponsorship.

2. Executive Summary

The Parrot™ 98.8 Talk and News FM, Inc. is a U.S based talk and news radio station that will be located in Los Angeles – California. We have been able to secure a well – positioned office facility in a central business district in Inglewood. We are set to compete in the highly competitive radio industry in the United States market.

The Parrot™ 98.8 Talk and News FM, Inc. will air live talk – shows and news events from all across the United States and other parts of the world via our mobile app. Our business goal is to become one of the leading Radio stations in the United States of America with high profile clients scattered all around the globe.

Our workers are going to be selected from a pool of talented and highly creative On-Air Personalities, Broadcasters and Media Experts in and around Los Angeles – California. We will make sure that we take all our workforce through the required training that will position them to meet the expectation of the company.

At The Parrot™ 98.8 Talk and News FM, Inc. , our client’s and listeners’ best interest will always come first, and everything we do will be guided by our values and professional ethics. We will ensure that we hold ourselves accountable to the highest standards by meeting our listeners’ needs precisely and completely.

The Parrot™ 98.8 Talk and News FM, Inc. is founded by Thomson Goldberg and his friend and business partner Lesly Henderson.

They both graduated from University of California, Beckley with a BA in Mass Communications. Thomson Goldberg is a Certified Radio Operator (CRO) and they have a combined experience that revolves around journalism, news broadcasting, and business management.

3. Our Products and Services

The Parrot™ 98.8 Talk and News FM, Inc. was established with the aim of maximizing profits in the Radio station industry.

We want to compete favorably with leading radio stations in the United States which is why we have but in place a competent team that will ensure that we meet and even surpass our customers’ expectations. Our products and services are listed below;

• Operating broadcasting studios and facilities
• Producing radio (talk and news) programming content
• Transmitting programming to affiliated broadcast stations
• Advertising services
• Creative services
• Public relations services for stakeholders
• Media planning, buying & representation
• Creating advertising campaigns
• Disseminating advertising campaigns through our radio station
• Other related advisory and consulting services

4. Our Mission and Vision Statement

• Our vision is to establish a standard radio station whose programs will not only be listened to in Los Angeles – California but also throughout the United States of America, and other parts of the world via our mobile app and online streaming.
• Our mission is to provide professional broadcasting services that will provide platforms for businesses to promote their brands. We want to build a radio station that can favorably compete with other leading brands in the industry.

Our Business Structure

The Parrot™ 98.8 Talk and News FM, Inc. is a world class radio station that intends starting small in Los Angeles – California, but hopes to grow big in order to compete favorably with leading talk show and news radio stations in the United States.

We are aware of the importance of building a solid business structure that can support the kind of business we want to own, which is why we are committed to only hiring the best hands within our area of operation.

At The Parrot™ 98.8 Talk and News FM, Inc. we will ensure that we hire people that are qualified, hardworking, and creative, result driven, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders.

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of five years or more as agreed by the board of trustees of the company. In view of the above, The Parrot™ 98.8 Talk and News FM, Inc. have decided to hire qualified and competent hands to occupy the following positions;

• Chief Executive Officer
• Creative Director

Human Resources and Admin Manager

On-Air Personalities

• Sales and Marketing Executive

Content Creator

Client Service Executive

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
• Responsible for providing direction for the business
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization

Creative Director:

• Serves as project manager of the organization; works directly with employees
• Responsible for designing programs, advertising concepts and winning business proposals for the organization
• In charge of copy writing and laying out chronological advertisement plans
• Develops strategic plan by studying technological, and financial opportunities; presenting assumptions; recommending objectives.
• Accomplishes subsidiary objectives by establishing plans, budgets, and results measurements; allocating resources; reviewing progress; making mid-course corrections.
• Coordinates efforts by establishing procurement, production, marketing, field, and technical services policies and practices
• Builds company image by collaborating with customers, government, community organizations, and employees; enforcing ethical business practices.
• Maintains quality service by establishing and enforcing organization standards.
• Makes certain that operations and marketing department perform efficiently and facilitate communications between management and employees
• Ensures that the organization work in line with international best practices.
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization.
• Defining job positions for recruitment and managing interviewing process
• Carrying out induction for new team members
• Responsible for training, evaluation and assessment of employees
• Oversee the smooth running of daily office activities

Sales and Marketing Manager

• Manage external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
• Model demographic information and analyze the volumes of transactional data generated by customers
• Identifies development opportunities; follows up on development leads and contacts
• Writing winning proposal documents, negotiate fees and rates in line with organizations’ policy
• Responsible for handling business research, market surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Create new markets cum businesses for the organization
• Empower and motivates the sales team to meet and surpass agreed targets

Accountant/Cashier:

• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for The Parrot™ 98.8 Talk and News FM, Inc.
• Serves as internal auditor for the organization.
• Present talk and news program for the organization
• Work with the content creators in developing catchy talk show programs
• Interviews guests in the studio and on the field
• Responsible for creating contents for the organization as it relates to talk and news program and advertising
• Responsible for creating buzz words that will help attract listeners
• Liaising and working effectively with other staff members to generate sales for the organization
• Welcomes clients and potential clients by greeting them in person, online or on the telephone; answering or directing inquiries.
• Ensures that contact with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Manages administrative duties assigned by the creative director in an effective and timely manner
• Consistently stays abreast of any new information on promotional campaigns etc. to ensure accurate and helpful information is supplied to clients when they make enquiries.

6. SWOT Analysis

The Parrot™ 98.8 Talk and News FM, Inc. engaged the services of a core professional in the area of business consulting and structuring to assist our organization in building a well – structured talk and news radio station that can favorably compete in the highly competitive radio broadcasting industry in the United States.

We know that if we get things right before starting our radio station, we will not have to struggle before attracting loyal clients cum viewer base to a level where we can easily breakeven.

We hired the services of Dr. Edwards Christopher, a HR and Business consultant with bias in business structuring to help us conduct SWOT analysis for our company and he did a pretty good job for us. Here is a of the result we got from the SWOT analysis that was conducted on behalf of The Parrot™ 98.8 Talk and News FM, Inc. ;

The Parrot™ 98.8 Talk and News FM, Inc. was established to take the lead in the radio broadcasting industry and we are coming into the industry with robust experience and facility that will no doubt give us an edge over our competitors.

We are also not ruling out the synergy that exists in our carefully selected workforce, and our services will be measurable, result driven and guided by best practices in the industry.

As a new Radio station with bias in talk show and news broadcasting in Los Angeles – California, it might take some time for our organization to break into the market and gain acceptance especially from top profile clients in the already saturated and highly competitive industry; that is perhaps our major weakness.

• Opportunities:

The opportunities available to radio stations are massive considering the number of listeners who would want to advertise in our station. As a standard and world class talk and news radio station, we are ready to take advantage of any opportunity that is available in the industry.

One of the major challenges that will confront our business is the trend in broadcasting technology. Aside from Television and online streaming services that are pulling attention from potential radio listeners, the internet has made it easier for any online radio station to operate easily. With that, it might make it difficult for us to lock – down a larger percentage of listeners within our target communities.

7. MARKET ANALYSIS

• Market Trends

If you are conversant with the radio stations industry, you will agree that in the bid to reach out to a larger listener base, radio stations are now leveraging on internet broadcasting and mobile apps. This goes to show that radio stations will continue to evolve due to the advancement of computer technology and software applications designs.

With the advent of apps, a lot of computer processes have been made as easy as ‘ABC’. All you need to do is to download the apps and follow all instructions given to be able to use it. You don’t need to be a Geek before you can create your own internet radio station.

Just go online and search for internet radio packages and sign up for the one that suits your need and in less than 15 minutes your radio station would be up and running.

8. Our Target Market

Prior to starting our radio station, we created strategies that will enable us reach out to various corporate organizations, non – profits, government agencies and individuals who we know can’t afford to do without our services. We have conducted our market research and survey and we will ensure that we meet and surpass the expectations of our clients. Below is a list of the people and organizations that we will specifically market our services to;

• Banks, Insurance Companies and other related Financial Institutions
• Blue Chips Companies
• Corporate Organizations
• Manufacturers and Distributors
• Real Estate Owners, Developers, and Contractors
• Research and Development Companies
• The Government (Public Sector)
• Schools (High Schools, Colleges and Universities)
• Celebrities, Politicians, Public Figures and Public Speakers
• Sport Organizations
• Religious Organizations
• Political Parties
• Branding and Advertising agencies
• Entrepreneurs and Startups

Our competitive advantage

Surviving in the business world as a talk and news radio station requires more than your expertise but also how to network with key people that matters; decision makers that can decide who will get an advertising contract or a business deal.

We are quite aware that to be highly competitive in the radio broadcasting industry means that you are not only expected to deliver consistent and excellent programs cum services, but you must be result driven and able to meet set targets.

Our competitive advantage lies in the power of our team; our workforce. We have a team of creative, result driven and highly proficient radio broadcasting experts, a team with excellent qualifications and experience in various niche areas in radio broadcasting.

Aside from the synergy that exists in our carefully selected workforce, our services will be measurable, result driven and guided by best practices in the industry.

Lastly, all our employees will be well taken care of, and their welfare package will be among the best within our category. It will enable them to be more than willing to build the business with us and help deliver our set goals and achieve all our business aims and objectives.

9. SALES AND MARKETING STRATEGY

We are mindful of the fact that there is stiff competition in the radio industry, hence we have been able to hire some of the best marketing experts to handle our sales and marketing.

Our sales and marketing team will be recruited based on their vast experience in the industry and they will be trained on a regular basis so as to be well equipped to meet their targets and the overall business goal of The Parrot™ 98.8 Talk and News FM, Inc.

Our corporate goal is to grow The Parrot™ 98.8 Talk and News FM, Inc. to become one of the leading talk and news radio stations in the United States of America which is why we have mapped out strategies that will help us take advantage of the available market and grow to become a major force to reckon with in the United States of America.

The Parrot™ 98.8 Talk and News FM, Inc. is set to make use of the following marketing and sales strategies to attract clients;

• Introduce our talk and news radio station by sending introductory letters alongside our brochure to organizations, government agencies, non – profits, religious organizations and key stake holders in and around Los Angeles – California.
• Promptness in bidding for advert contracts from the government and other organizations
• Advertise our business in relevant business magazines, newspapers, and other publications.
• List our business on yellow pages ads (local directories)
• Attend relevant international and local expos, seminars, and business fairs et al
• Create different packages for different category of clients in order to work with their budgets and still run their adverts or program in our station
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients

Sources of Income

The Parrot™ 98.8 Talk and News FM, Inc. is established with the aim of maximizing profits in the radio stations industry and we are going to ensure that we do all it takes to meet and surpass the expectations of all our clients. The Parrot™ 98.8 Talk and News FM, Inc. will generate income by offering the following services;

• Public relations services for organizations
• Creating talk and news related advertising campaigns
• Advisory and consulting services

10. Sales Forecast

One thing is certain, there would always be corporate organizations, government agencies, non – profits and individuals who would need to advertise in radio stations to help them increase sales or promote their brands and corporate image.

The Parrot™ 98.8 Talk and News FM, Inc. is well positioned to take on the available market in the industry and we are quite optimistic that we will meet our set target of generating enough income/profits from the first six months of operation and grow our radio station to enviable heights.

We have critically examined the talk and news radio station marketing space, we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions that are peculiar to similar startups in Los Angeles – California.

Below are the sales projections for The Parrot™ 98.8 Talk and News FM, Inc. , it is based on the location of our business and of course the wide range of programs we offer.

• First Fiscal Year (FY1):  $300,000
• Second Fiscal Year (FY2):  $750,000
• Third Fiscal Year (FY3):  $1.5 Million

N.B : This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor offering same services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

11. Publicity and Advertising Strategy

The Parrot™ 98.8 Talk and News FM, Inc work with her in – house brand and publicity consultants to help map out publicity and advertising strategies that will help us walk our way into the heart of our target market.

We are set to become the number one choice for both corporate and individual clients in the whole of the United States, which is why we have made provisions for effective publicity and advertisement of our radio station. Below are the platforms we intend to leverage on to promote and advertise The Parrot™ 98.8 Talk and News FM, Inc. ;

• Place adverts on both print (newspapers and magazines) and electronic media platforms
• Sponsor relevant community based events / programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, YouTube, Google + et al to promote our radio station
• Install our BillBoards in strategic locations all around Los Angeles – California
• Distribute our fliers and handbills in target areas
• List The Parrot™ 98.8 Talk and News FM, Inc. in local directories / yellow pages
• Advertise The Parrot™ 98.8 Talk and News FM, Inc. in our official website and employ strategies that will help us pull traffic to the site.
• Ensure that all our staff members wear our branded shirts and all our vehicles are well branded with our company logo et al.

12. Our Pricing Strategy

At The Parrot™ 98.8 Talk and News FM, Inc. we will keep the prices of our advertising services below the average market rate by keeping our overhead low and by collecting payment in advance from organizations who would hire our services.

In addition, we will offer special discounted rates to all our customers at regular intervals. We are aware that there are some one – off live promotional contracts which are always lucrative, we will ensure that we abide by the pricing model that is expected from contractors or organizations that bid for such contracts.

• Payment Options

The payment policy adopted by The Parrot™ 98.8 Talk and News FM, Inc. is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that The Parrot™ 98.8 Talk and News FM, Inc. will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via credit cards
• Payment via online bank transfer
• Payment via check

In view of the above, we have chosen banking platforms that will enable our clients make payment for our services without any stress on their part. Our bank account numbers will be made available on our website and promotional materials to clients who may want to deposit cash or make online transfer for services rendered.

13. Startup Expenditure (Budget)

It is a known fact that in setting up any business, the amount or cost will depend on the approach and scale you want to undertake.

As for the cost analysis for starting a standard talk and news radio station; it might differ in other countries due to the value of their money. However, this is what it would cost us to setup The Parrot™ 98.8 Talk and News FM, Inc. in the United of America;

• Business incorporation fees in the United States of America will cost – $750.
• The budget for Liability insurance, permits and license will cost – $3,500
• Leasing / renting an office space in a good location in Los Angeles – California that will accommodate our employees and studios (Re – Construction of the facility inclusive) will cost – $250,000.
• The cost for furnishing and equipping the office (broadcasting devices, headphones, voice filters, computers, printers, projectors, markers, servers / internet facility, furniture, telephones, filing cabinets, and electronics) will cost – $100,000
• The amount required to purchase software applications – $ 3,500
• Launching an official Website will cost – $500
• The amount needed to pay bills and staff members for at least 2 to 3 months – $120,000
• Additional Expenditure such as Business cards, Signage, Adverts and Promotions will cost – $10,000
• Miscellaneous – $20,000

Going by the report from the market research and feasibility studies conducted, we will need about five hundred and fifty thousand (550,000) U.S. dollars to successfully set up a small scale but standard radio station in the United States of America.

Generating Funds/Startup Capital for The Parrot™ 98.8 Talk and News FM, Inc.

The Parrot™ 98.8 Talk and News FM, Inc. is a business that will be owned, financed and managed by Thomson Goldberg and his friend and business partner Lesly Henderson. They are the sole financiers of the business which is why they decided to restrict the sourcing of the startup capital for the business to just three major sources. These are the areas we intend generating our startup capital;

• Generate part of the startup capital from personal savings and sale of stocks
• Generate part of the startup capital from friends and other extended family members
• Generate a larger chunk of the startup capital from the bank (loan facility).

N.B: We have been able to generate about $150,000 (Personal savings $100,000 and soft loan from family members $50,000) and we are at the final stage of obtaining a loan facility of $400,000 from our bank. All the papers and documents have been duly signed and submitted, the loan has been approved and any moment from now our account will be credited.

14. Sustainability and Expansion Strategy

It is an established fact that the future of a business lies in the number of loyal customers that they have, the capacity and competence of their employees, their investment strategy and the business structure. If all of these factors are missing from a business, then it won’t be too long before the business closes shop.

One of our major goals of starting The Parrot™ 98.8 Talk and News FM, Inc. is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to increase our listener base and of course offer our advertising services a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

The Parrot™ 98.8 Talk and News FM, Inc. will make sure that the right foundation, structures and standard operating processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner of our business strategy.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of five years or more as determined by the board of the organization. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

• Business Name Availability Check : Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Securing a standard office and studio facility in a good location in Los Angeles – California: Completed
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Conducting Feasibility Studies: Completed
• Generating part of the startup capital from the founders: Completed
• Writing of Business Plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents: In Progress
• Design of Logo for the business: Completed
• Secure trademark for our products: In Progress
• Printing of Promotional Materials: Completed
• Recruitment of employees: In Progress
• Purchase of the needed broadcasting and studio equipment , furniture, office equipment, software applications, electronic appliances and facility facelift: In progress
• Creating Official Website for the business: In Progress
• Creating Awareness for the business: In Progress
• Health and Safety and Fire Safety Arrangement: In Progress
• Establishing business relationship with vendors and key players in various industries: In Progress

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Radio Station

Back to All Business Ideas

How to Start a Radio Station: Equipment, Cost and Licenses

Written by: Carolyn Young

Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.

Edited by: David Lepeska

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

Published on November 11, 2021 Updated on August 6, 2024

Investment range

$17,950 - $216,000

Revenue potential

$100,000 - $1.3 million p.a.

Time to build

1 - 3 Months

Profit potential

$10,000- $130,000 p.a.

Industry trend

Important elements to think about when starting your radio station:

• Niche — Decide on the type of content your station will broadcast, such as music, talk shows, news, sports, or a combination.
• Broadcast license — Get a broadcast license from the Federal Communications Commission (FCC) in the United States or the relevant regulatory body in your country. This involves meeting technical requirements and following application procedures.
• Music licensing — Get music licenses from organizations such as ASCAP , BMI , and SESAC to legally play copyrighted music on your station.
• Transmitter and antenna — Purchase a transmitter and antenna appropriate for your station’s broadcasting range.
• Studio equipment — Invest in studio equipment such as microphones, mixers, headphones, computers, and broadcasting software. Ensure you have quality recording equipment for live shows and pre-recorded content.
• Register your business — A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple. Form your business immediately using ZenBusiness LLC formation service or hire one of the best LLC services on the market.
• Legal business aspects — Register for taxes, open a business bank account, and get an EIN .
• Studio space — Choose a suitable location for your studio with adequate space for recording, broadcasting, and administrative tasks. Ensure the space is soundproofed to minimize noise interference.

Interactive Checklist at your fingertips—begin your radio station today!

You May Also Wonder:

Is owning a radio station profitable?

Popular radio stations with a large audience are very profitable. As a new radio station, you can expect to make a profit between $8,000 to over $100,000 annually.

How can I start my own radio station for free?

You can start an internet radio station from home for very little money, but you will face massive competition and it will be very hard to get an audience without a marketing budget.

How do I apply for a radio station frequency?

You should  apply for your frequency  at the Federal Communications Commission (FCC) website. The fee is about $2000 depending on the type of frequency you request.

How does a radio station make money?

Radio stations make money through advertising, sponsorships, syndication, listener support, and ancillary revenue streams.

How do I get more listeners to my radio station?

To get more listeners, focus on creating high-quality content, targeted marketing, community engagement, interactivity, cross-promotion, online streaming, and providing listener incentives.

How do you brand a radio station?

To brand a radio station effectively, define your target audience, develop a unique positioning, create a memorable name and logo, maintain consistent messaging and imaging, engage with your audience, promote your brand through various channels, deliver quality programming, and monitor and adapt to audience feedback and market trends.

Step 1: Decide if the Business Is Right for You

Owning a radio station is a lifestyle as well as a business. Educating yourself about what’s involved will help you decide if it’s right for you. Knowledge is power!

Pros and cons

Every business has its pros and cons, which you should weigh to decide whether a radio station is a good fit for you. Here are some basic pros and cons of starting and running a radio station.

• Reaches a massive audience
• Fosters community engagement
• Available anywhere, anytime
• Huge startup cost
• Tough competition
• Low profit margins

Radio station industry trends

New music apps and streaming services are driving increased interest in new radio programming, such as podcasts. Podcast listeners are a marketer’s dream demographic: nearly half of US podcast listeners are under 35.(( https://riverside.fm/blog/podcast-statistics ))

Industry size and growth

• Industry size and past growth – Market analyst IBISWorld values the US radio industry at just under $23 billion, after recovering slightly from the pandemic slump.(( https://www.ibisworld.com/industry-statistics/market-size/radio-broadcasting-united-states/ ))  
• Growth forecast – Globally, the radio station industry is predicted to grow 3% annually through 2026.(( https://www.thebusinessresearchcompany.com/press-release/radio-station-market-2022 ))
• Number of businesses – There were more than 15,000 commercial radio stations in the US in 2020.(( https://www.statista.com/statistics/252235/number-of-commercial-radio-stations-in-the-us/ )) 
• Number of people employed – The industry employs more than 85,000 people.(( https://www.ibisworld.com/industry-statistics/employment/radio-broadcasting-united-states/ ))

Trends and challenges

Radio station trends include;

• Podcasts are in demand as the number of US podcast listeners has more than doubled in the past five years, from 57 million to more than 120 million(( https://www.statista.com/statistics/786826/podcast-listeners-in-the-us/ )) 
• Country is the most popular format, followed by news and talk shows.(( https://www.statista.com/topics/1330/radio/#dossierKeyfigures ))
• Online radio has seen explosive growth, with average monthly listening more than doubling since 2010 to nearly 1,000 minutes per user

Challenges faced by radio stations include:

• Attracting and retaining listeners
• Keeping up with the latest technologies
• Tough competition from streaming services

Popular online radio

Online radio saw $940 million in revenue in 2020. These were the leading online radio stations, by average active sessions in 2021(( https://www.statista.com/statistics/253260/leading-online-radio-companies-in-the-us-by-active-sessions/ )):

•  iHeartRadio (45%)
• NPR Member Stations (11%)
• Audacy (10%)
• Cumulus Streaming Network (7%)
• EMF Corporate (4%)

What kind of people work in radio stations?

• Gender – 72% of radio station managers are male, while 28% are female.(( https://www.zippia.com/radio-station-manager-jobs/demographics/#gender-statistics ))
• Average level of education – 70% of all radio station managers hold a bachelor’s degree.(( https://www.zippia.com/radio-station-manager-jobs/demographics/#degree-level-types ))
• Average age – The average age of a radio station manager is 44 years old.(( https://www.zippia.com/radio-station-manager-jobs/demographics/#age-statistics ))

How much does it cost to start a radio station?

The start-up costs for a radio station range from around $18,000 to over $200,000, according to Step By Step Research. An internet radio station is at the low end of the range.

You will need a handful of items to successfully launch a radio station. Here is a list of things to get you started.

• Studio mixing board
• Microphones and headphones
• Media Server and Scheduler
• Studio transmitter link, or STL
• Lightning protector, antenna, transmission line

How much can you earn from a radio station?

Your profit will vary depending on how large you grow your audience, which will drive your advertising revenue.

The average profit margin of a radio station is 8-10% and on-air advertisers pay somewhere between $200 and $5,000 per week, depending on listener numbers. Before you build an audience, you will likely be at the low end of both ranges. If you get 10 advertisers to spend $200 each per week and your profit margin is 10%, your annual revenue will be $100,000 and your profit will be around $10,000.

As your brand gains recognition and your audience grows, you might charge advertisers $1,000 per week. If you’re able to attract 25 regular advertisers at this price and maintain your margin at 10%, your revenue will be about $1.3 million and you will have a profit of a cool $130,000.

What barriers to entry are there?

There are several barriers to entry for a radio station. Your biggest challenges will be:

• Finding a unique concept that stands out
• High startup costs
• Building an audience

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Step 2: hone your idea.

Now that you know what’s involved in starting a radio station, it’s a good idea to hone your concept in preparation to enter a competitive market. 

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Since you have no track record in the business, you’ll need to find a way to stand out from the competition. Look at your market and see what’s popular on the radio, and what’s rare or missing from the airwaves.

If you find other radio stations that offer the genre that you want to offer, consider a concept you could develop to make your station unique.

What? Determine your broadcast content

First, determine your genre of music and how to present it. What kind of DJs will you have? What sort of podcasts might appeal to your audience? Should your content involve humor, political commentary, or something else?

Your audience is your customer, and your programming is your product. You could offer a combination of music and podcasts, talk radio plus news and hits, or some other combination. Podcast listening has exploded in recent years, so it’s a good idea to find ways to incorporate them into your programming. You want to be able to target a certain market of people.

How much should you charge for advertising?

Advertisers pay about $200 to $5,000 a week. When you start, your audience will be small, so advertisers will want to pay on the lower end of that range. As your audience grows, you can charge higher prices. Research radio stations in your area to determine the prices in your market. 

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Your target market will be determined by your choice of content. If you choose pop music you’re likely to attract people aged 16-34. If that’s your choice, it might be best to advertise on social media platforms like Instagram and TikTok.

The advertisers you target for sales will depend on your audience, so if your audience is younger, you will target advertisers that are trying to reach that audience.

This under-35 demographic that prefers pop music is also the main podcast-listening group, as mentioned above. If you target this group, you may want to look into which podcasts they prefer. Comedy is the most popular podcast with that age group, followed by news, society, and culture.

Where? Choose your business premises

You can launch your radio station, particularly an internet station , from home if you have space. Your startup costs will be much lower.

As your business grows, you will likely need to hire workers for various roles. You may need to rent out a studio space as well. Find commercial space to rent in your area on sites such as Craigslist , Crexi , and Instant Offices .

When choosing a commercial space, you may want to follow these rules of thumb:

• Central location accessible via public transport
• Ventilated and spacious, with good natural light
• Flexible lease that can be extended as your business grows
• Ready-to-use space with no major renovations or repairs needed

Step 3: Brainstorm a Radio Station Name

Here are some ideas for brainstorming your business name:

• Short, unique, and catchy names tend to stand out
• Names that are easy to say and spell tend to do better
• The name should be relevant to your product or service offerings
• Ask around — family, friends, colleagues, social media — for suggestions
• Including keywords, such as “radio” or “music”, boosts SEO
• Choose a name that allows for expansion: “Spectrum FM” over “Hip Hop Haven” or “Country Roads Radio”
• A location-based name can help establish a strong connection with your local community and help with the SEO but might hinder future expansion

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

Find a Domain

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Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that set your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create a Radio Station Business Plan

Here are the key components of a business plan:

• Executive Summary: Summarize your radio station’s mission, target audience, programming content, and how it will achieve success in the market.
• Business Overview: Describe the type of radio station you are launching, including the format, target demographic, and the community it serves.
• Product and Services: List the programming and services offered, such as music, talk shows, news, and advertising opportunities for businesses.
• Market Analysis: Evaluate the listener demographics, market trends, and demand for radio content in your intended broadcast area.
• Competitive Analysis: Identify other local radio stations and digital alternatives, highlighting how your station will capture market share.
• Sales and Marketing: Explain your strategies for attracting listeners and advertisers, and how you will promote your station’s brand.
• Management Team: Detail the expertise and roles of key team members who will manage the station’s operations and growth.
• Operations Plan: Outline the day-to-day operations, including broadcasting, staff management, and listener engagement.
• Financial Plan: Provide an overview of start-up costs, revenue streams, and financial projections for your station.
• Appendix: Include any additional documents, such as your FCC license, equipment inventory, or partnership agreements that support your business plan.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business!

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to radio stations. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state.

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your radio station will shape your taxes, personal liability, and business registration requirements, so choose wisely.

Here are the main options:

• Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
• General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
• Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
• C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
• S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC , which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization , and answer any questions you might have. 

Form Your LLC

Choose Your State

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Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number , or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN.

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

The IRS website also offers a tax-payers checklist , and taxes can be filed online.

It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

• Bank loans: This is the most common method, but getting approved requires a rock-solid business plan and strong credit history.
• SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan .
• Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
• Venture capital: Offer potential investors an ownership stake in exchange for funds, keeping in mind that you would be sacrificing some control over your business.
• Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
• Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
• Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best options, other than friends and family, for funding a radio station. You might also try crowdfunding if you have an innovative concept.

Step 8: Apply for Radio Station Business Licenses and Permits

Starting a radio station requires obtaining a number of licenses and permits from local, state, and federal governments.

Federal regulations, licenses, and permits associated with starting your business include doing business as, health license and permit from the Occupational Safety and Health Administration ( OSHA ), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits.

You will need to apply for a frequency, a radio station license, and a broadcast permit from the FCC.

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package . They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

This is not a step to be taken lightly, as failing to comply with legal requirements can result in hefty penalties.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you will need a place to keep it, and that requires opening a bank account .

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your radio station as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to consider your options to choose the best plan that works for you. Once you choose your bank, you’ll need to bring your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and any other legal documentation that proves your business is registered.

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet is vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

• General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
• Business Property: Provides coverage for your equipment and supplies.
• Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
• Worker’s compensation: Provides compensation to employees injured on the job.
• Property: Covers your physical space, whether it is a cart, storefront, or office.
• Commercial auto: Protection for your company-owned vehicle.
• Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
• Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of any of the above insurance types.

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business.

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks. We examine several of them below.

You may want to use radio broadcasting software such as RadioDJ , Playit Live , or ProppFrexx to automate your programming and integrate your advertising.

• Popular web-based accounting programs for smaller businesses include Quickbooks , Freshbooks , and Xero .
• If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using services like WordPress, Wix, or Squarespace . This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization ( SEO ) practices. These are steps that help pages rank higher in the results of top search engines like Google. 

Here are some powerful marketing strategies for your future business:

• Partnerships and Collaborations: Forge partnerships with local businesses, event organizers, and influencers to cross-promote each other, expanding your reach and attracting new listeners through shared promotions.
• Unique Content and Segments: Differentiate your station with exclusive content, special segments, or themed shows to capture audience interest and create a distinct identity in the competitive radio landscape.
• Interactive Social Media Engagement: Leverage social media platforms to interact with your audience in real-time, host polls, and run contests, creating a sense of community and encouraging listener participation.
• Street Teams and Events: Deploy street teams to distribute promotional materials in high-traffic areas and organize or sponsor local events, connecting with your target audience in person and leaving a memorable impression.
• Mobile Marketing: Optimize your marketing for mobile devices, utilizing SMS campaigns, mobile ads, and location-based targeting to capture the attention of potential listeners on the go.
• User-Generated Content: Encourage listeners to create and share content related to your station, whether it’s song recommendations, shoutouts, or creative submissions, fostering a sense of involvement and word-of-mouth promotion.
• Localized SEO Strategies: Implement local SEO techniques to ensure your station appears in local search results, helping potential listeners discover your station when searching for relevant content in your area.
• Radio Jingles and Merchandising: Create catchy radio jingles that stick in people’s minds, and consider selling branded merchandise to not only generate revenue but also serve as mobile advertisements for your station.
• Data Analytics for Targeting: Utilize data analytics to understand listener demographics and preferences, allowing you to tailor your marketing strategies for maximum impact on your specific target audience.
• Community Sponsorships: Sponsor local community events, sports teams, or charitable activities to align your station with community values, fostering goodwill and gaining exposure to a broader audience.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your radio station meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your radio station business could be:

• The best comedy podcasts and pop music
• The best [your music genre here] way to start your day
• All talk, all the time — podcast paradise

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a radio station, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in radio stations for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in radio stations. You’ll probably generate new customers or find companies with which you could establish a partnership. Online businesses might also consider affiliate marketing as a way to build relationships with potential partners and boost business.

Step 12: Build Your Team

If you’re starting out small from a home-based studio, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for a radio station would include:

• General Manager – scheduling, ordering, hiring and firing, etc
• DJs – play music, interview guests, entertain the audience
• Production Assistant – help produce programming
• Sales Lead – sell ad time to advertisers
• Marketing Lead – social media marketing, SEO, content creation

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need.

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed , Glassdoor , or ZipRecruiter . Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run a Radio Station – Start Making Money!

Starting a radio station gives you the opportunity for a fun lifestyle with the potential to make a good living, and to grow your company into something great. Some challenges exist, but tools and resources are available to help you overcome them. 

Creating a unique concept with in-demand programming like podcasts is the key, since the number of podcast listeners in the US has more than doubled in the last five years. This could also jumpstart your word-of-mouth marketing within your niche market.

Now that you have the information you need, it’s time to get started on your journey!

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• Decide if the Business Is Right for You
• Hone Your Idea
• Brainstorm a Radio Station Name
• Create a Radio Station Business Plan
• Register Your Business
• Register for Taxes
• Fund your Business
• Apply for Radio Station Business Licenses and Permits
• Open a Business Bank Account
• Get Business Insurance
• Prepare to Launch
• Build Your Team
• Run a Radio Station - Start Making Money!

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Radio Station Business Plan Template & Guidebook

Starting a radio station is an exciting task that can both be creative and profitable. However, before you can begin your venture, you must create a viable business plan. Thankfully, there is an easy way to do this: with The #1 Radio Station Business Plan Template & Guidebook. This guidebook provides entrepreneurs with the essential information for creating a comprehensive and effective business plan for their radio station. With The #1 Radio Station Business Plan Template & Guidebook, you can start off on the right foot, giving your radio station a strong foundation from which to launch and succeed.

Get worry-free services and support to launch your business starting at $0 plus state fees.

• How to Start a Profitable Radio Station Business [11 Steps]
• 25 Catchy Radio Station Business Names:
• List of the Best Marketing Ideas For Your Radio Station Service:

How to Write a Radio Station Business Plan in 7 Steps:

1. describe the purpose of your radio station business..

The first step to writing your business plan is to describe the purpose of your radio station business. This includes describing why you are starting this type of business, and what problems it will solve for customers. This is a quick way to get your mind thinking about the customers’ problems. It also helps you identify what makes your business different from others in its industry.

It also helps to include a vision statement so that readers can understand what type of company you want to build.

Here is an example of a purpose mission statement for a radio station business:

Our mission is to provide our community with the best and most enjoyable radio experience by delivering the highest quality content, playing the best music, and engaging our listeners in meaningful conversations.

2. Products & Services Offered by Your Radio Station Business.

The next step is to outline your products and services for your radio station business. 

When you think about the products and services that you offer, it's helpful to ask yourself the following questions:

• What is my business?
• What are the products and/or services that I offer?
• Why am I offering these particular products and/or services?
• How do I differentiate myself from competitors with similar offerings?
• How will I market my products and services?

You may want to do a comparison of your business plan against those of other competitors in the area, or even with online reviews. This way, you can find out what people like about them and what they don’t like, so that you can either improve upon their offerings or avoid doing so altogether.

3. Build a Creative Marketing Stratgey.

If you don't have a marketing plan for your radio station business, it's time to write one. Your marketing plan should be part of your business plan and be a roadmap to your goals. 

A good marketing plan for your radio station business includes the following elements:

Target market

• Who is your target market?
• What do these customers have in common?
• How many of them are there?
• How can you best reach them with your message or product?

Customer base 

• Who are your current customers? 
• Where did they come from (i.e., referrals)?
• How can their experience with your radio station business help make them repeat customers, consumers, visitors, subscribers, or advocates for other people in their network or industry who might also benefit from using this service, product, or brand?

Product or service description

• How does it work, what features does it have, and what are its benefits?
• Can anyone use this product or service regardless of age or gender?
• Can anyone visually see themselves using this product or service?
• How will they feel when they do so? If so, how long will the feeling last after purchasing (or trying) the product/service for the first time?

Competitive analysis

• Which companies are competing with yours today (and why)? 
• Which ones may enter into competition with yours tomorrow if they find out about it now through word-of-mouth advertising; social media networks; friends' recommendations; etc.)
• What specific advantages does each competitor offer over yours currently?

Marketing channels

• Which marketing channel do you intend to leverage to attract new customers?
• What is your estimated marketing budget needed?
• What is the projected cost to acquire a new customer?
• How many of your customers do you instead will return?

Form an LLC in your state!

4. Write Your Operational Plan.

Next, you'll need to build your operational plan. This section describes the type of business you'll be running, and includes the steps involved in your operations. 

In it, you should list:

• The equipment and facilities needed
• Who will be involved in the business (employees, contractors)
• Financial requirements for each step
• Milestones & KPIs
• Location of your business
• Zoning & permits required for the business

What equipment, supplies, or permits are needed to run a radio station business?

• Computer or server for audio file storage and automation
• Audio console for live programming
• Radio transmitter
• Antenna for broadcasting
• Microphones for on-air programing & voice tracking
• Audio processor to manage transmission level of the signal
• CD players, record players and media players
• Software tools such as music scheduling, traffic & sales software, etc.
• Licenses from local or national governments to broadcast radio signals in particular areas

5. Management & Organization of Your Radio Station Business.

The second part of your radio station business plan is to develop a management and organization section.

This section will cover all of the following:

• How many employees you need in order to run your radio station business. This should include the roles they will play (for example, one person may be responsible for managing administrative duties while another might be in charge of customer service).
• The structure of your management team. The higher-ups like yourself should be able to delegate tasks through lower-level managers who are directly responsible for their given department (inventory and sales, etc.).
• How you’re going to make sure that everyone on board is doing their job well. You’ll want check-ins with employees regularly so they have time to ask questions or voice concerns if needed; this also gives you time to offer support where necessary while staying informed on how things are going within individual departments too!

6. Radio Station Business Startup Expenses & Captial Needed.

This section should be broken down by month and year. If you are still in the planning stage of your business, it may be helpful to estimate how much money will be needed each month until you reach profitability.

Typically, expenses for your business can be broken into a few basic categories:

Startup Costs

Startup costs are typically the first expenses you will incur when beginning an enterprise. These include legal fees, accounting expenses, and other costs associated with getting your business off the ground. The amount of money needed to start a radio station business varies based on many different variables, but below are a few different types of startup costs for a radio station business.

Running & Operating Costs

Running costs refer to ongoing expenses related directly with operating your business over time like electricity bills or salaries paid out each month. These types of expenses will vary greatly depending on multiple variables such as location, team size, utility costs, etc.

Marketing & Sales Expenses

You should include any costs associated with marketing and sales, such as advertising and promotions, website design or maintenance. Also, consider any additional expenses that may be incurred if you decide to launch a new product or service line. For example, if your radio station business has an existing website that needs an upgrade in order to sell more products or services, then this should be listed here.

7. Financial Plan & Projections

A financial plan is an important part of any business plan, as it outlines how the business will generate revenue and profit, and how it will use that profit to grow and sustain itself. To devise a financial plan for your radio station business, you will need to consider a number of factors, including your start-up costs, operating costs, projected revenue, and expenses. 

Here are some steps you can follow to devise a financial plan for your radio station business plan:

• Determine your start-up costs: This will include the cost of purchasing or leasing the space where you will operate your business, as well as the cost of buying or leasing any equipment or supplies that you need to start the business.
• Estimate your operating costs: Operating costs will include utilities, such as electricity, gas, and water, as well as labor costs for employees, if any, and the cost of purchasing any materials or supplies that you will need to run your business.
• Project your revenue: To project your revenue, you will need to consider the number of customers you expect to have and the average amount they will spend on each visit. You can use this information to estimate how much money you will make from selling your products or services.
• Estimate your expenses: In addition to your operating costs, you will need to consider other expenses, such as insurance, marketing, and maintenance. You will also need to set aside money for taxes and other fees.
• Create a budget: Once you have estimated your start-up costs, operating costs, revenue, and expenses, you can use this information to create a budget for your business. This will help you to see how much money you will need to start the business, and how much profit you can expect to make.
• Develop a plan for using your profit: Finally, you will need to decide how you will use your profit to grow and sustain your business. This might include investing in new equipment, expanding the business, or saving for a rainy day.

Frequently Asked Questions About Radio Station Business Plans:

Why do you need a business plan for a radio station business.

A business plan is an important tool for any new business, and should be used to clearly define the mission, strategy, and goals of the radio station. It should also provide a financial analysis of potential income, expenses, and profits. Additionally, a business plan can be used to attract investors and obtain financing for the radio station. By creating a thorough plan that outlines all key points of the venture, you can demonstrate to potential investors that you have thought through all aspects of your company.

Who should you ask for help with your radio station business plan?

When creating a business plan for a radio station, it is important to consult with a professional business consultant who can provide assistance. Additionally, speaking with professionals and experts in the radio industry can be helpful in building a comprehensive and successful plan.

Can you write a radio station business plan yourself?

Writing a radio station business plan requires detailed knowledge and experience in the industry. It is best to work with a professional who has the necessary expertise to create an effective plan for your radio station.

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Table of contents, crafting your radio station business plan.

• 11 May, 2024

Starting Your Radio Station Business

Before launching a radio station, it is crucial to lay a strong foundation by carefully planning and strategizing. This section will cover two essential aspects of starting a radio station business: business name selection and developing a business plan.

Business Name Selection

Selecting a suitable and memorable name for your radio station is the first step towards building your brand identity. When choosing a name, consider one that resonates with your target audience and reflects the essence of your station. A meaningful and catchy name can capture attention and make a lasting impression on listeners.

To ensure your chosen name is unique and not already in use, conduct a thorough search of existing radio stations and trademarks. This will help avoid legal conflicts and confusion among listeners. Once you have settled on a name, you can proceed with registering it as a business entity, securing domain names, and protecting intellectual property rights.

Developing a Business Plan

Developing a comprehensive business plan is a critical step in establishing a successful radio station. A well-crafted business plan provides a roadmap for your venture and helps you understand your target market, competition, and business strategy.

The business plan should include the following key elements:

Executive Summary: A concise overview of your radio station business, highlighting its mission, objectives, and unique selling proposition.

Market Analysis: Conduct thorough market research to understand your target audience, competitors, and industry trends. This analysis will enable you to identify opportunities and design effective marketing strategies.

Business Structure and Organization: Define the legal structure of your radio station, whether it be a sole proprietorship, partnership, or corporation. Additionally, outline the roles and responsibilities of key personnel within the organization.

Services and Programming: Describe the types of programs and content your radio station will offer. Specify your target audience and the genres of music, news, talk shows, or other programming you plan to broadcast.

Marketing and Promotion: Outline your marketing strategies to attract and retain listeners. This may include online marketing, on-air promotions, partnerships with local businesses, and other creative tactics. For more information on radio station marketing strategies, refer to our article on radio station marketing strategies .

Financial Forecasting: Develop a financial forecast that projects the growth, profitability, and funding requirements of your radio station over the next 3 to 5 years. This forecast should include projected profit and loss statements, balance sheets, cash flow statements, and an initial financing plan. Market research will play a crucial role in accurately projecting sales, investments, and costs. For guidance on financial planning, refer to our section on costs and financial planning .

Remember, a well-written business plan serves as a valuable tool for attracting potential investors and securing funding for your radio station. It demonstrates your understanding of the market, your competitive advantage, and your plans for sustainable growth. For more detailed guidance on writing a business plan for a radio station, refer to our article on how to start a radio station business .

By carefully selecting a business name and developing a comprehensive business plan, you will establish a solid foundation for your radio station business. These initial steps will set you on the path towards creating a successful and thriving radio station that resonates with your target audience and achieves your long-term goals.

Legal Structure and Funding

When starting a radio station business, it is important to consider the legal structure that best suits your needs and the various funding sources available to support your venture.

Legal Structures

There are several legal structures to choose from when establishing a radio station. The most common options include:

Sole Proprietorship: This structure involves a single individual who owns and operates the business. It is the simplest and most common form of ownership for small businesses. However, it offers no personal liability protection.

Partnerships: Partnerships allow two or more individuals to share ownership and responsibilities. There are different types of partnerships, such as general partnerships and limited partnerships, each with varying levels of liability and decision-making authority.

Limited Liability Company (LLC): An LLC combines the benefits of a partnership and a corporation. It provides personal liability protection for its members while maintaining flexibility in management and taxation.

C Corporation: A C corporation is a separate legal entity from its owners, providing limited liability protection. It allows for multiple shareholders and the opportunity to raise funds through the sale of stock. However, it requires more complex tax reporting and compliance.

S Corporation: An S corporation offers the same liability protection as a C corporation but with pass-through taxation, meaning the profits and losses pass through to the shareholders’ personal tax returns.

Each legal structure has its own advantages and disadvantages, so it is important to consult with legal professionals or business advisors to determine the best option for your radio station business. For more information, check out our article on how to start a radio station business .

Funding Sources

Securing adequate funding is crucial for launching and operating a successful radio station. Here are some common funding sources to consider:

Personal Savings: Many entrepreneurs use their personal savings to fund the initial stages of their business. This can help demonstrate commitment and dedication to potential investors or lenders.

Family and Friends: Seeking financial support from family and friends is a common option for small businesses. It is important to approach these relationships professionally and establish clear expectations and repayment terms.

Credit Card Financing: Some entrepreneurs use credit cards to cover initial expenses. However, this option should be approached with caution due to the potential for high interest rates and debt accumulation.

Bank Loans: Traditional bank loans can provide a reliable source of funding. To secure a loan, you will need a solid business plan, financial projections, and collateral.

Crowdfunding: Crowdfunding platforms allow you to raise funds from a large number of individuals who believe in your business idea. This can be an effective way to generate capital while also building a community of supporters.

Angel Investors: Angel investors are individuals who provide capital to early-stage businesses in exchange for equity or convertible debt. They often bring industry expertise and connections along with their financial support.

Before approaching any funding source, it is crucial to have a well-prepared business plan that outlines your financial needs and growth projections. This will help potential investors or lenders understand the viability of your radio station business. For more information on starting a radio station business and its associated costs, refer to our article on how to start a radio station business .

Costs and Financial Planning

When starting a radio station business, careful financial planning is essential for long-term success. This section will explore the cost breakdown and financial forecasting involved in establishing and operating a radio station.

Cost Breakdown

The cost of starting a radio station can vary significantly, depending on the size and scope of the project. Expenses may include licensing fees, broadcast station construction permit, equipment purchases, marketing, staffing, and more.

Here is a breakdown of some key expenses involved in starting a radio station:

Figures courtesy Growthink

It’s important to note that these costs are estimates and can vary depending on factors such as location, market size, and station format. Conducting thorough market research will help in accurately projecting costs and investments for your specific radio station business plan ( The Business Plan Shop ).

Financial Forecasting

Financial forecasting is a critical component of any radio station business plan. It involves projecting future revenues, expenses, and profitability based on market research, industry trends, and operational assumptions.

When developing a financial forecast, consider the following factors:

Sales and Revenue Projection: Estimate potential advertising revenues based on market size, target audience, and potential advertising clients. Consider both local and national advertising opportunities.

Operating Expenses: Include costs such as staffing, equipment maintenance, utilities, licensing fees, music royalties, and other operational expenses. Research local market rates for salaries and fees to accurately project these costs.

Capital Expenditures: Factor in any additional capital expenditures required for future equipment upgrades, studio renovations, or technological advancements.

Cash Flow Analysis: Evaluate the timing of expenses and revenues to forecast the cash flow of the business. This analysis will help determine if additional funding may be required to cover operating expenses during low revenue periods.

Profitability Analysis: Calculate the projected profitability of the radio station based on the estimated revenues and expenses. This analysis will provide insights into the financial viability of the business and assist in making informed decisions.

By conducting comprehensive financial forecasting, you can demonstrate the financial feasibility of your radio station business to potential investors or lenders. It also helps in aligning your business goals with the financial resources required for successful operations.

In addition to costs and financial planning, it’s crucial to develop a sales and marketing plan that outlines strategies for acquiring and retaining customers ( The Business Plan Shop ). This plan will assist in budgeting sales and marketing expenses and guide the actions needed to promote the radio station effectively.

Remember to regularly review and update your financial forecast as your business grows and market conditions change.

Marketing Strategies for Radio Stations

When it comes to running a successful radio station, implementing effective marketing strategies is essential to attract and engage your target audience. By identifying your target audience and developing a strong brand identity, you can create impactful marketing campaigns that resonate with your listeners.

Target Audience Identification

Understanding your target audience is key to tailoring your marketing efforts specifically to their interests and preferences. Identifying your target audience allows you to adapt your communication style and radio marketing strategies to that specific demographic ( RadioKing ). Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns ( Marketing Evolution ).

To identify your target audience, consider factors such as age, gender, location, interests, and income. Conducting market research and analyzing listener demographics can provide valuable insights into the preferences and behaviors of your target audience. Utilize surveys, data analytics, and feedback mechanisms to gather information and refine your understanding of your listeners.

Once you have a clear understanding of your target audience, you can create content and design marketing campaigns that appeal directly to their interests and preferences. Personalization is key in today’s marketing landscape, as 80% of consumers say they are more likely to do business with a brand that offers personalized interactions ( Marketing Evolution ). By tailoring your content to meet your listener’s interests, you can significantly enhance their experience and loyalty towards your radio station.

Brand Identity and Marketing

Developing a strong brand identity is crucial for differentiating your radio station from competitors and building a loyal listener base. Your brand identity encompasses your station’s personality, values, and unique selling proposition. It should be reflected in all aspects of your marketing, including your logo, website, social media presence, and on-air promotions.

When crafting your brand identity, consider the genre, style, and format of your radio station. Determine what sets your station apart and emphasize those unique characteristics in your marketing materials. By creating a consistent and recognizable brand image, you can establish credibility and attract listeners who resonate with your station’s vibe.

In terms of marketing, there are various strategies you can employ to promote your radio station. Online marketing is an effective approach that leverages digital channels such as social media, email marketing, and search engine optimization (SEO) to reach and engage your target audience. Utilize these platforms to share engaging content, run contests or giveaways, and interact with your listeners.

On-air marketing is another powerful tool for promoting your radio station. Take advantage of the airtime to promote upcoming shows, special events, or exclusive giveaways. Encourage your listeners to spread the word about your station through word-of-mouth marketing.

Remember, consistency is key in marketing your radio station. Maintain a cohesive brand image across all platforms and regularly evaluate the effectiveness of your marketing strategies. By continuously refining your marketing approach based on audience feedback and market trends, you can ensure that your radio station remains relevant and appealing to your target audience.

In the next section, we will explore specific radio marketing tactics, such as online marketing and on-air marketing, that can help you attract and engage your target audience.

Radio Marketing Tactics

To effectively promote your radio station and attract listeners, implementing various marketing tactics is essential. Two key strategies for radio marketing include online marketing and on-air marketing.

Online Marketing

Online marketing plays a crucial role in promoting a radio station and reaching a wider audience. It encompasses various strategies and channels that can help generate interest and engagement. Consider the following online marketing tactics for your radio station:

Social Media Marketing : Utilize popular social media platforms such as Facebook, Twitter, Instagram, and YouTube to connect with your target audience. Regularly share engaging content, behind-the-scenes glimpses, and promote upcoming shows or events. Encourage listeners to share your content and engage with your posts.

Email Newsletters : Create an email newsletter to keep your audience informed about upcoming shows, special guests, and station updates. Provide valuable content and exclusive offers to keep subscribers engaged and encourage them to tune in regularly.

Search Engine Optimization (SEO) : Optimize your radio station website and content for search engines. Conduct keyword research to identify phrases and terms that your target audience is likely to search for. Incorporate these keywords into your website content, metadata, and blog posts to improve your search engine rankings and increase visibility.

Paid Advertisements : Consider running targeted online advertisements on platforms such as Google Ads, social media ads, or streaming platforms. This can help increase brand awareness and reach a wider audience.

On-Air Marketing

On-air marketing focuses on engaging and retaining listeners through promotional activities and events. Consider the following on-air marketing tactics for your radio station:

Listener Contests : Organize contests and giveaways to encourage listener participation and engagement. Offer prizes such as concert tickets, merchandise, or exclusive experiences. Promote these contests on-air and through your online channels to maximize participation.

Collaborations with Other Broadcasters : Collaborate with other radio stations or broadcasters to cross-promote each other’s shows or events. This can help expand your reach and attract new listeners who may be interested in similar content.

In-Person Events : Host in-person events such as live broadcasts, concerts, or community gatherings. These events provide opportunities for listeners to connect with your station and build a sense of community around your brand.

Remember that building a compelling brand identity is crucial for effective radio marketing. Develop a simple and eye-catching logo that represents your station and resonates with your target audience. Repurpose radio content by creating podcasts or sharing highlights on social media to reach a wider audience. Inviting guests to participate in radio shows can also help professionalize your station and create fresh and interesting content.

By implementing online marketing strategies and engaging in on-air marketing activities, you can effectively promote your radio station and attract listeners. It’s important to continuously evaluate and adjust your marketing tactics to ensure they align with the changing preferences and behaviors of your target audience.

Content Creation and Engagement

To establish a successful radio station, creating compelling content and engaging with listeners are crucial aspects of your business strategy. This section will explore the importance of these components in the radio station industry.

Creating Compelling Content

Tailoring your content to meet your listener’s interests and preferences can significantly enhance their experience and loyalty towards your radio station. While music is a fundamental part of radio programming, it’s essential to go beyond just playing songs. Incorporating interviews, news stories, talk shows, and various forms of entertainment can provide variety and engage listeners ( Desygner ).

To ensure compelling content creation, it’s important to stay updated with current trends and events. Incorporating relevant topics into your programming can help you stay relevant and capture your audience’s attention. Regularly updating old content and refreshing your playlists can also prevent listener fatigue and maintain excitement around your station.

Consistent branding is another critical factor in content creation. Establishing a unique voice and style for your radio station helps differentiate it from the competition. This can be reflected in the choice of music genres, the tone of your announcers, and the overall atmosphere of your programming. By maintaining a consistent brand identity, you create a memorable experience for your listeners.

In the digital era, visual content plays an important role in promoting your radio station. Social media platforms provide opportunities to share visual content, such as graphics, videos, and behind-the-scenes glimpses. Integrating visual elements into your content can help captivate your audience and create a stronger connection with them.

Engaging with Listeners

Engaging with your listeners is a key aspect of building a loyal audience base. Social media platforms have become integral tools for radio stations to interact with their listeners outside of airtime hours. Cross-promoting content on these platforms helps broaden your reach and deepen listener engagement. Responding to comments, messages, and shout-outs from listeners can foster a sense of community and make them feel valued ( Desygner ).

Engagement can also be enhanced through interactive shows, contests, and listener participation segments. Encouraging listeners to call in, send messages, or participate in live polls can make them feel involved and connected to your station. Additionally, hosting events or partnering with local businesses and organizations can provide opportunities for face-to-face interaction with your audience.

Regularly updating your online presence with fresh content, teasers, and sneak peeks can generate anticipation and keep your listeners engaged. By embracing the digital landscape, you can extend your radio station’s reach and maintain a consistent connection with your audience.

Remember, the radio industry is dynamic, and staying relevant is essential. Continuously evaluating your content, incorporating current trends, and adapting to changing listener preferences will help ensure the growth and success of your radio station.

In the next section, we will explore effective radio marketing tactics that can complement your content creation efforts and further promote your radio station.

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How To Start a Radio Station

Starting a radio station can be a fun and profitable way to make a living. There are many things to consider before starting, but with careful planning and execution, you can be on the airwaves in no time. In this article, we will discuss the basics of starting your own radio station. We will cover what you need to do before launch, how to get started broadcasting, and some tips for keeping your station running smoothly.

Here are the 10 steps you can take to get started on building your very own radio station business.

Download the Ultimate Business Plan Template

10 steps to launching a new radio station business, 1. choose your type of radio station business.

The first step in launching a radio station business is to identify the type of radio station business you want to launch. You might choose from the following types among others: …

Learn more about the types of radio station businesses .

2. Name Your Radio Station Business

Give your radio station business an identity so people will think of it as a well-known and respected brand. You can take the name of your radio station business from your industry, focus on a geographical location, or use your own name among other options.

The main goal for naming your radio station business is to make it sound appealing and trustworthy so that potential customers will want to tune in.

3. Determine Your Radio Station Business Model

There are several possible types of business models for a radio station business including:

• Online radio station : You can launch an online radio station without any geographic restrictions. You will need to identify your target audience and market your business accordingly.
• Terrestrial radio station : A terrestrial radio station is a traditional, over-the-air type of radio station that is subject to government regulations regarding broadcasting range and power.
• Satellite radio station : A satellite radio station is a type of radio station that is broadcast via satellite and can be heard anywhere in the world.

No matter which model you choose, make sure that it aligns with your business goals and the services you offer.

4. Choose a Legal Form for Your Business

By incorporating your radio station business, you will limit your liability. You can incorporate as a Limited Liability Company (LLC), a C Corporation (C-Corp), or an S Corporation (S-Corp). Or you can operate as a sole proprietorship.

The business structure you choose for your radio station business will determine the amount of taxes you pay and which state or federal tax forms you need to file.

Read our article comparing the most common radio station business structures .

5. Write a Radio Station Business Plan

All radio station business owners should develop a business plan. 

A business plan is a document that outlines the goals, strategies, and operations of a business. It can be used to secure funding from investors or lenders, as well as to guide the day-to-day operations of the business. The business plan should include information on the company’s products or services, market analysis, financial projections, and management team among other things.

When developing your radio station business plan and strategy, you should think about the following questions your customers might have:

• What type of music will I hear on your station?
• What are the advantages of listening to your station instead of others?
• Do you offer contests or promotions for listeners?
• Do you broadcast on both AM and FM? 
• If I call to request a song, how likely is your DJ to play it within that same hour? 
• Do you follow the popular music boards when selecting a playlist for listeners? 
• Can I follow your station online? 
• Can I find out where your station will be promoting in my regional area? 
• Do you give away free merch? 
• How many charitable events do you sponsor each year?   

Read our article about how to write a radio station business plan .

6. Apply for the Necessary Permits and Licenses

There may be required licenses and permits you need to obtain before launching your radio station business.

For example, in order to broadcast over the airwaves, you will need to obtain an FCC license. The application process for an FCC license can be complex and time-consuming, so it’s important to start the process as early as possible.

You must also register your radio station business as a legal entity with the state where you plan to do business. You can simply file an online form through your Secretary of State website.

Registering with the federal government is also essential so you can properly pay taxes for your business. You will also need an Employer Identification Number (EIN), which you can apply for at the IRS website, if you plan to hire employees.

Read our article about obtaining the proper radio station business licenses .

7. Determine Your Budget & Apply for Funding as Needed

In developing your radio station business plan, you will figure out how much funding you need to start and grow your business.

If you have your own funds to invest in your radio station business, you may consider taking advantage of that. In addition to your personal funds, other forms of potential funding for your radio station business include traditional bank loans, SBA loans, credit cards, angel investors and family and friends.

Read our article about the costs associated with starting a radio station business to help you determine if funding is needed. 

Read our article about how to fund your radio station business . 

8. Get the Technology & Software Needed to Run Your Business Efficiently

When you start your radio station business, it’s essential to have the right technology in place to maximize efficiency. You definitely need a computer with Internet access, and accounting software for tracking expenses and revenues. 

You may also want to invest in good-quality recording equipment so you can create high-quality content for your broadcasts. If you plan to offer podcasts, you will need podcasting software, as well.

In addition, you will need to purchase a radio transmitter and an antenna. The type of antenna you need will depend on the power of your radio station and the coverage area you want to reach.

You can find all of the equipment and software you need to start your radio station business at online retailers or through specialty suppliers.

Read our article about the technology and software you need to run a radio station business .

9. Market Your Radio Station Business to Potential Clients

Before you start selling your services , you have to let the world know you exist. The first step is to create a website so people can learn more about your services and how they benefit them.

After you launch your website, start promoting it through social media channels like Facebook, LinkedIn and Twitter. Also consider networking with other people in the radio station industry through social media and blogs so they can help share your business. 

You also need to start gathering the materials needed to execute on your promotions strategy, which is your strategy for attracting new customers. Radio station businesses should consider the following promotional strategies for which you should start getting prepared:

• Develop a strong social media presence.
• Network with other businesses and organizations in the radio industry.
• Create an attractive website that showcases your services.
• Use promotional materials such as brochures, flyers, and business cards.
• Sponsor local events and charities.
• Distribute press releases to local media outlets.
• Advertise on other radio stations.

When you promote your services, you’ll start to get interest from potential clients. 

Make sure you’re ready to serve these clients. Also, be sure to establish systems to ensure consistency and reduce costs. And be sure to find and train the right people to help you grow your radio station business.

Read our article about how to market your radio station business for more tips.

10. Get New Clients & Grow Your Business

When you promote your services , you’ll start to get interest from potential clients . 

Make sure you’re ready to serve these clients . Also, be sure to establish systems to ensure consistency and reduce costs. And be sure to find and train the right people to help you grow your radio station business.

Read our article about how to effectively grow your radio station business to learn more.

Starting a Radio Station Business FAQs

Why start a radio station business.

There are many reasons you may want to start a radio station business. Perhaps you’re passionate about music or want to provide a valuable service to your community. Maybe you’re looking for a creative outlet or an opportunity to build a successful business. Whatever your reasons, starting a radio station can be a rewarding experience.

What is Needed to Start a Successful Radio Station Business?

To start a successful radio station business, you need to have a clear idea of your goals and objectives. You also need to research the industry, understand the regulations, and have the right technology and equipment in place. In addition, it’s important to have a strong marketing strategy to promote your business.

How Can I Market a Radio Station Business Online?

There are many ways to market a radio station business online. You can start by creating a website and promoting it through social media channels. You can also network with other businesses in the industry and use promotional materials, such as flyers and business cards. Additionally, you can sponsor local events and charities or advertise on other radio stations.

What are Some Tips for Starting a Radio Station Business?

Here are some tips for starting a radio station business:

• Define your goals and objectives.
• Research the industry.
• Understand the regulations.
• Have the right technology and equipment in place.
• Develop a strong marketing strategy.
• Create a website and promote it through social media.
• Network with other businesses in the industry.
• Use promotional materials such as flyers and business cards.

Where Can I Find a Simple Checklist for Starting a Radio Station Business?

A simple checklist to use when starting a candle business is as follows:

• Choose Your Type of Candle Company : This should be based on what you are best at, how much experience you have, and how much time you’re ready to invest. Remember to keep your interests, skills, and experience in mind at all times.
• Name Your Candle Business : This should be done with care, as your brand is important for attracting the right customers. A simple, memorable name will go a long way.
• Choose a Legal Form for Your Business : Whether you choose to become a sole proprietorship, partnership, LLC, corporation or another option will depend on your business. Ensure that you are aware of all the implications of each type.
• Determine Your Candle Business Model : Determine how your business will make money. Will you sell products, services, or a combination of both?
• Write a Candle Business Plan : Your business plan will also help you determine what your start-up costs will be and will provide a roadmap with which you can launch and grow .
• Apply for the Necessary Permits and Licenses : In most locations, you will be required to apply for a business license and/or permits before you can begin operations.
• Determine Your Budget & Apply for Funding as Needed : You will need to know how much money you have to spend on all of your business-related expenses before opening any doors. If needed, apply for a small business loan or other funding options.
• Get the Technology & Software Needed to Run Your Business Efficiently : You need to have the right tools in place to succeed. Implement software that will help you manage your time, contacts, and business operations in general.
• Market Your Candle Business to Potential Customers : A solid marketing plan will be crucial to your success. It should focus on attracting the right customers so that you can provide them with the products they truly need. 
• Get Customers & Grow Your Business : Once you have a solid marketing plan, it's time to actively pursue and secure those who could benefit the most from your products .

Starting a radio station business can be a rewarding and lucrative endeavor. Once you have all of these elements in place, you can begin actively pursuing and securing listeners. Follow the tips in this article and use the provided checklist to get started on the right foot.

How to Start a Community Radio Station

What is a community radio station, and do you want to be part of one?

The first thing to know about community radio is that it is different from commercial radio in three key ways, because it is:

• Independent

Community radio is a labour of love: something you have to be passionate about.  

Unlike commercial stations with professional DJs and lots of ads, most community stations rely on donations and volunteer DJs and content contributors. That means they usually run on shoestring budgets, but offer a richer variety of programming than commercial stations beholden to mainstream formats. You’ll hear music ranging from jazz to underground hip-hop, classic rock to experimental modern music, along with local news, quiz shows and even some types of theatre on community radio stations. If you are looking for a way to share your interests and concerns with others in your area, community radio offers an unrivalled platform for creativity.

Sometimes community means a community of interest, like a specific musical genre, artist, politics or hobby. But most of the time, community means a local area. However you define community, the station’s programming should serve the people in it. What do they need to know? What stories are not being told by other media outlets? How can your station be a voice for those who don’t have one? (Another key principle of radio is that it is probably the most democratic medium in the world: see this UNESCO handbook on community radio for more background and fascinating case studies.)

Once you start answering those questions about how your station can serve your community, you’ll be well on your way to a programming schedule that is entertaining, informative and also popular.

Setting up a community radio station

Now that you understand the basic principles of community radio, you can start tackling the practical questions. How do you go about setting up a community radio station? What equipment do you need? And what legal permissions or licences are involved?

In some countries, community radio stations can be licensed to operate on low-power transmitters that broadcast over a limited range; the typical radius would be less than five kilometers. This is a good option if you want an FM signal based in a physical place. However, the procedure to acquire such a licence can be almost as complicated and time-consuming as for full-power stations.

Luckily, there is an alternative. 

Using an internet radio platform like Airtime Pro is a fast and easy way to set up a community radio station. There are minimal upfront costs, less licensing hassle and more creative control. (Note that doesn’t mean there are zero costs or that you can say or broadcast anything you want on your online radio station! In many countries there are laws about what you can say or do on the airwaves. Also see our blog post about music licensing rules to find out about the music you can play.) 

To sound professional, you will need a studio space to broadcast from, as well as some basic equipment like a laptop, microphone and headphones. (For the full list, see our blog post on 10 Essential Pieces of Equipment for Online Radio Newbies ).

You should also think about your programming: what kinds of shows you aim to broadcast and the days and times you can cover. For more on setting up shows, see our blog post on starting your own online radio show .

Setting up a community radio organisation 

Now, you could do all of those things by yourself if all you wanted was to have your own internet radio station . But for a community radio station, you need a group of people. Ideally, your group should be diverse enough to represent the people who live in your area, so that your programming speaks to their needs and interests. Having a group is also key to making your station a legal entity that can interact with other nonprofits, businesses and local authorities on a professional basis. On the risk-management side, it means you yourself won’t be legally or financially responsible for the station.

On the more positive side, becoming a legal entity means your station will be eligible to receive funding, especially if you take the extra step and write a business plan (see this useful template put together by Radio Regen in the UK). 

Community radio stations on Airtime Pro

These days we see a lot of people looking for information about community radio using the search term “community radio near me”.  When it comes to online radio, however, your neighbourhood expands to other cities and towns and even other countries. At Airtime Pro, we consider our platform to be a community in its own right. Some of the community stations we are most proud of include:

• The Lot Radio
• Worldwide FM
• Balamii Radio

One final thing worth mentioning is that most community radio stations would qualify as nonprofits, making them eligible for a 30% discount on any annual plan from Airtime Pro. (See the full details here .)

Want to see how Airtime Pro can support your community station? Start your free trial today.

BROTHER MOSES

June 6, 2021

GREETING FROM MOSES ALL FROM UGANDA I WOULD TO BE HELPED ON EQUIPMENT I WOULD USE TO START UP A COMMUNITY RADIO STATION WHICH WILL HELP MY COMMUNITY TO GET INFORMATION.

Manolis Zografakis

July 19, 2021

Hi there! Have a look at this post: https://www.airtime.pro/10-essential-pieces-of-equipment-for-online-radio-newbies/

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How to Start a Radio Station

  Starting a radio station can be very profitable. With proper planning, execution and hard work, you can enjoy great success. Below you will learn the keys to launching a successful radio station.

Importantly, a critical step in starting a radio station is to complete your business plan. To help you out, you should download Growthink’s Ultimate Business Plan Template here .

Download our Ultimate Business Plan Template here

How To Start a Radio Station in 14 Steps:

• Choose the Name for Your Radio Station
• Develop Your Radio Station Business Plan
• Choose the Legal Structure for Your Radio Station
• Secure Startup Funding for Your Radio Station (If Needed)
• Secure a Lease for Your Location
• Register Your Radio Station with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Radio Station
• Buy or Lease the Right Radio Station Equipment
• Develop Your Radio Station Marketing Materials
• Purchase and Setup the Software Needed to Run Your Radio Station
• Open for Business

1. Choose the Name for Your Radio Station

The first step to starting a radio station is to choose your business’ name.  

This is a very important choice since your company name is your brand and will last for the lifetime of your business. Ideally you choose a name that is meaningful and memorable. Here are some tips for choosing a name for your own radio station:

• Make sure the name is available. Check your desired name against trademark databases and your state’s list of registered business names to see if it’s available. Also check to see if a suitable domain name is available.
• Keep it simple. The best names are usually ones that are easy to remember, pronounce and spell.
• Think about marketing. Come up with a name that reflects the desired brand and/or focus of your radio station.

2. Develop Your Radio Station Business Plan

One of the most important steps in starting a radio station is to develop your business plan. The process of creating your plan ensures that you fully understand your market and your business strategy. The plan also provides you with a roadmap to follow and if needed, to present to funding sources to raise capital for your business.

Your business plan should include the following sections:

• Executive Summary – this section should summarize your entire business plan so readers can quickly understand the key details of your radio station.
• Company Overview – this section tells the reader about the history of your radio station and what type of radio station you operate. For example, there are two main types of radio stations: commercial radio stations and non-commercial stations. These can be online radio stations, music, talk, sports and news stations. 
• Industry Analysis – here you will document key information about the radio station industry. Conduct market research and document how big the industry is and what trends are affecting it.
• Customer Analysis – in this section, you will document who your ideal or target customers are and their demographics. For example, how old are they? Where do they live? What do they find important when looking for radio content like you will offer?
• Competitive Analysis – here you will document the key direct and indirect competitors you will face and how you will build competitive advantage.
• Marketing Plan – your marketing plan should address the 4Ps: Product, Price, Promotions and Place.
• Product : Determine and document what products/services you will offer 
• Prices : Document the prices of your products/services
• Place : Where will your business be located and how will that location help you increase sales?
• Promotions : What promotional methods will you use to attract customers to your radio station? For example, you might decide to use pay-per-click advertising, public relations, search engine optimization and/or social media marketing.
• Operations Plan – here you will determine the key processes you will need to run your day-to-day operations. You will also determine your staffing needs. Finally, in this section of your plan, you will create a projected growth timeline showing the milestones you hope to achieve in the coming years.
• Management Team – this section details the background of your company’s management team.
• Financial Plan – finally, the financial plan answers questions including the following:
• What startup costs will you incur?
• How will your radio station make money?
• What are your projected sales and expenses for the next five years?
• Do you need to raise funding to launch your business?

Finish Your Business Plan Today!

3. choose the legal structure for your radio station.

Next you need to choose a legal structure for your radio station and register it and your business name with the Secretary of State in each state where you operate your business.

Below are the five most common legal structures:

1) Sole proprietorship

A sole proprietorship is a business entity in which the owner of the radio station and the business are the same legal person. The owner of a sole proprietorship is responsible for all debts and obligations of the business. There are no formalities required to establish a sole proprietorship, and it is easy to set up and operate. The main advantage of a sole proprietorship is that it is simple and inexpensive to establish. The main disadvantage is that the owner is liable for all debts and obligations of the business.

2) Partnerships

A partnership is a legal structure that is popular among small businesses. It is an agreement between two or more people who want to start a radio station together. The partners share in the profits and losses of the business. 

The advantages of a partnership are that it is easy to set up, and the partners share in the profits and losses of the business. The disadvantages of a partnership are that the partners are jointly liable for the debts of the business, and disagreements between partners can be difficult to resolve.

3) Limited Liability Company (LLC)

A Limited liability company, or LLC, is a type of business entity that provides limited liability to its owners. This means that the owners of an LLC are not personally responsible for the debts and liabilities of the business. The advantages of an LLC for a radio station include flexibility in management, pass-through taxation (avoids double taxation as explained below), and limited personal liability. The disadvantages of an LLC include lack of availability in some states and self-employment taxes.

4) C Corporation

A C Corporation is a business entity that is separate from its owners. It has its own tax ID and can have shareholders. The main advantage of a C Corporation for a radio station is that it offers limited liability to its owners. This means that the owners are not personally responsible for the debts and liabilities of the business. The disadvantage is that C Corporations are subject to double taxation. This means that the corporation pays taxes on its profits, and the shareholders also pay taxes on their dividends.

5) S Corporation

An S Corporation is a type of corporation that provides its owners with limited liability protection and allows them to pass their business income through to their personal income tax returns, thus avoiding double taxation. There are several limitations on S Corporations including the number of shareholders they can have among others.

Once you register your radio station, your state will send you your official “Articles of Incorporation.” You will need this among other documentation when establishing your banking account (see below). We recommend that you consult an attorney in determining which legal structure is best suited for your company.

4. Secure Startup Funding for Your Radio Station (If Needed)

In developing your own radio station plan, you might have determined that you need to raise funding to launch your business. 

If so, the main sources of funding for a radio station to consider are personal savings, family and friends, credit card financing, bank loans, crowdfunding and angel investors. Angel investors are individuals who provide capital to early-stage businesses. Angel investors typically will invest in a radio station that they believe has high potential for growth.

5. Secure a Lease for Your Location

Finding the right location for your radio station is important. You’ll need to find a space that is large enough to house your studio, and that is also located in an area with good reception. You may also need to get permission from the local government or other agencies before you can start broadcasting.

Another option is to find an existing radio station and ask if they are willing to share their equipment and studio space. 

6. Register Your Radio Station with the IRS

Next, you need to register your business with the Internal Revenue Service (IRS) which will result in the IRS issuing you an Employer Identification Number (EIN).

Most banks will require you to have an EIN in order to open up an account. In addition, in order to hire employees, you will need an EIN since that is how the IRS tracks your payroll tax payments.

Note that if you are a sole proprietor without employees, you generally do not need to get an EIN. Rather, you would use your social security number (instead of your EIN) as your taxpayer identification number.

7. Open a Business Bank Account

It is important to establish a bank account in your radio station’s name. This process is fairly simple and involves the following steps:

• Identify and contact the bank you want to use
• Gather and present the required documents (generally include your company’s Articles of Incorporation, driver’s license or passport, and proof of address)
• Complete the bank’s application form and provide all relevant information
• Meet with a banker to discuss your business needs and establish a relationship with them

8. Get a Business Credit Card

You should get a business credit card for your own radio station to help you separate personal and business expenses.

You can either apply for a business credit card through your bank or apply for one through a credit card company.

When you’re applying for a business credit card, you’ll need to provide some information about your business. This includes the name of your business, the address of your business, and the type of business you’re running. You’ll also need to provide some information about yourself, including your name, Social Security number, and date of birth.

Once you’ve been approved for a business credit card, you’ll be able to use it to make purchases for your business. You can also use it to build your credit history which could be very important in securing loans and getting credit lines for your business in the future.

9. Get the Required Business Licenses and Permits

In order to start a radio station, you will need a license from the Federal Communications Commission (FCC). To obtain an FCC license you must be a citizen of the United States, and you must prove that your station will serve the public interest. You can apply for this license online using the FCC’s Universal Licensing System (ULS). There are currently over 600 frequencies available, which ensures plenty of opportunities to broadcast your favorite content. The licensing process can take up to 6 months, depending upon how quickly the FCC receives all of your required documentation.

If you plan to broadcast on a frequency that is assigned to another radio station, then you will also need their consent. Otherwise, your signal will interfere with the other station, which could result in an expensive lawsuit. A conflict-free frequency assignment can be difficult to obtain because of the sheer number of stations currently on the air, but it is worth the effort.

Finally, you will also need to apply for permits from your local municipality if your radio station is located on any other property besides your home. These permits are usually easy to obtain, but you may have to pay a fee for them.

10. Get Business Insurance for Your Radio Station

Below are the main types of insurance to consider for your business:

• General liability insurance : This covers accidents and injuries that occur on your property. It also covers damages caused by your employees or products.
• Workers’ compensation insurance : If you have employees, this type of policy works with your general liability policy to protect against workplace injuries and accidents. It also covers medical expenses and lost wages.
• Commercial property insurance : This covers damage to your property caused by fire, theft, or vandalism.
• Business interruption insurance : This covers lost income and expenses if your business is forced to close due to a covered event.
• Professional liability insurance : This protects your business against claims of professional negligence.

Find an insurance agent, tell them about your business and its needs, and they will recommend policies that fit those needs. 

11. Buy or Lease the Right Radio Station Equipment

To start a radio station, you will need some basic studio equipment. You will need a microphone, audio mixer, sound card, and a computer. You will also need software to create and edit your audio files.

12. Develop Your Radio Station Marketing Materials

Marketing materials will be required to attract and retain customers to your radio station.

The key marketing materials you will need are as follows:

• Logo: Spend some time developing a good logo for your own station. Your logo will be printed on company stationery, business cards, marketing materials and so forth. The right logo can increase customer trust and awareness of your brand.
• Website: Likewise, a professional radio station website provides potential customers with information about the type of radio station you offer, your company’s history, and contact information. Importantly, remember that the look and feel of your website will affect how customers perceive you.
• Social Media Accounts: establish social media accounts in your company’s name. Accounts on Facebook, Twitter, LinkedIn and/or other social media networks will help customers and others find and interact with your radio station.

13. Purchase and Setup the Software Needed to Run Your Radio Station

To start a radio station, you need to have the proper software. This includes software that will allow you to broadcast your station over the airwaves and software that will help you manage your station. Some of the most popular software for running a radio station includes Audacity, Adobe Audition, Cubase, ProTools, and Sam Broadcaster.

14. Open for Business

You are now ready to open your radio station. If you followed the steps above, you should be in a great position to build a successful business. Below are answers to frequently asked questions that might further help you.  

Additional Resources

Radio Station Mavericks  

How to Finish Your Ultimate Business Plan in 1 Day!

Don’t you wish there was a faster, easier way to finish your radio station business plan?

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Radio Station FAQs

Is it hard to start a radio station.

No, a radio station is a business that can be started by almost anyone. If you follow the steps above, you should be able to start your radio station without too much difficulty.

How can I start a radio station with no experience?

There are a few ways to start a radio station with no experience. A good option for getting started in radio is to join an existing station. If you are lucky, you may find a station that will hire you without any experience or knowledge of radio broadcasting. You can learn the ropes and acquire valuable insights into how things work behind the scenes at a radio station.

Another way to start working in radio when you have no experience is to go to school. Radio broadcasting schools provide you with both the necessary training and the equipment that you will need in order to begin working in radio. You can also learn about popular formats, practice for your on-air appearances, and get a good understanding of what it takes to run a radio station.

Is a radio station a good idea and/or a good investment?

There is no definite answer as to whether or not starting a radio station is a good idea or not. It depends on a number of factors, such as the location of the station, the target audience, and the competition in the area. However, starting a radio station can be a good investment if done correctly. There are a few things you need to do in order to make your radio station successful:

• Choose the right location
• Identify your target audience
• Create interesting and engaging content
• Market your station effectively
• Advertise your station
• Invest in the right equipment
• Hire the right people
• Keep growing and improving your radio station

What type of radio station is most profitable?

One type of station that is often more profitable is a music station. This is because there is a large demand for music content, and music stations can typically charge higher advertising rates than other types of stations. 

Another type of station that can be successful is a talk radio station. This is because there is a large audience for talk radio content, and advertisers are willing to pay more to reach this audience.

How much does it cost to start a radio station?

The cost of starting a radio station can vary depending on the size and scope of the project. Generally, start-up costs will range from $10,000 to $100,000. Key expenses include licensing fees, broadcast station construction permit , and equipment purchases.

What are the ongoing expenses for a radio station?

There are a number of ongoing expenses for a radio station. Some of the most common expenses include:

• Radio station staff salaries
• Music licensing
• Internet bandwidth
• Programming and advertising costs
• Equipment maintenance and repairs
• Office supplies (pens, paper, etc.)

How does a radio station make money?

Radio stations make money by selling advertising, they may also sell commercials as part of their regular programming and some charge a fee for commercial free listening.

How much can you make owning a radio station?

It depends on a number of factors, such as the size and location of the radio station, the programming that is offered, and the licensing fees that are charged by the FCC. 

Is owning a radio station profitable?

Yes, owning a broadcast radio can be profitable if done correctly. The profitability of your radio station will depend on your audience size, advertisers and your programming costs.  Advertising makes up the lion share of a radio station’s revenues so, in order to be profitable, you will need to secure a number of advertisers.

Why do radio stations fail?

Most U.S. radio stations fail because they don't understand how to build up an audience in the new online digital age. There are three reasons for this. 

First, most stations follow the traditional path of playing top 40 music and taking what they consider to be a passive approach to getting more listeners. Following this approach means that they are unwilling to take risks or try new things that could attract more listeners. 

Second, most stations hire inexperienced people who don't know what they are doing and don't really care. 

Finally, most stations rely on old-fashioned commercial considerations like playing music that is popular and sponsorships from local businesses to attract listeners. They don't understand how to use the range of new media platforms – including internet radio – that people now use to find and listen to music.

Other Helpful Business Plan Articles & Templates

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The radio business is highly competitive and fluid. Prepare to invest yourself in your radio business goal with commitment and energy. Multiple factors you must address include, but are no limited to, start-up and operating capital, market and demographics, Federal Communications Commission (FCC) licensing, format, band positioning and/or Internet presence, and talent. All radio business development hinges on an FCC license.

Develop a radio station business plan. Components of a business plan include, but are not limited, to an executive summary, a strategic focus and a market product focus. Information relevant to a radio station business plan includes analysis of radio market competition, which affects your strategic plan and market demographics. In the latter case, radio station formats--country, classical, alternative--appeal to particular target groups, such as males, 18-34. Your advertising strategy will target the relevant demographic group(s).

Apply for an FCC license. Begin the licensing process by registering with the Universal Licensing System (ULS). Use login information to apply for a new FCC license. ULC recommends this first step to discover if there are any limiting factors, such as frequency availability.

Raise startup and operating capital. Sources of capital include personal funds, investors and business loans. Prepare to present your FCC license and your business plan to loan officers and investors. If you lack funds or resources for funds, Familypsalms.com, an online radio startup consortium, advises to start slow and scale up as your station becomes financially viable.

Arrange for studio and transmission equipment. Transmission equipment includes, but is not limited to, electronic hardware and component parts and accessories. Radio production facilities require equipment, such as audio chain equipment, including microphones, audio recorder and console, and signal processing equipment.

Establish the station format. Research the Houston radio market. As of 2010, for example, the Houston metro area radio market includes country, alternative and Spanish stations, to name only three. The format you choose should be competitive with existing stations or fill a need in Houston not currently met.

Hire appropriate talent. Choices for talent depends on your station's format. If, for example, you offer your community a news-oriented format, air talent must be media journalists. Competitive salaries for talent reflect the size of the market--small, medium or large--in which your station is located.

Read Arbitron ratings for the Houston metro area. Arbitron is the gold standard for ratings. Ratings will tell you how Houston radio stations rate with listeners in demographic ranges from 12 years and older. Arbitron offers Market Survey & Population Rankings (Blue Book) with Houston market numbers.

• Federal Communictions Commission (FCC): Universal Licensing System
• MacRae's Blue Book: Radio Station Equipment
• Arbitron: Market Survey &amp; Population Rankings (Blue Book)
• Air Walk Communications Inc
• ZeroMillion: Marketing Plan Template
• Internet radio stations offer affordable options for startup stations.
• Look at what entities, such as Clear Channel, Cox, Univision, own properties in the Houston market. This information will tell you the level and nature of the competition you will face.

Alyson Paige has a master's degree in canon law and began writing professionally in 1998. Her articles specialize in culture, business and home and garden, among many other topics.

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Sample Radio Station Business Plan

Radio station business plan sample.

The broadcast industry is one that has witnessed a lot of growth and transitions from analog to digital broadcasting.

Today the broadcasting landscape has seen a dramatic growth where it is now possible to easily tune-in to a TV or radio program from anywhere in the world with the help of an internet connection.

The radio station is our focus as we seek to discuss how to start a radio station . We will also be looking at how much it cost to start a radio station.

READ: How To Launch A TV Channel

Here is a sample business plan for starting an internet or community radio station business.

There are lots of people getting into the radio broadcasting industry due to its perceived benefits and rightly so. As you read through, you will be guided on how to start one as well as what is expected of you by the regulatory agencies.

Step 1: Obtaining FCC Approval

The Federal Communications Commission is also known as the FCC is the regulatory body saddled with the responsibility of regulating all broadcast activities as well as issuing licenses. There are 2 types of radio stations.

These include the low power radio station which has lesser coverage and costs significantly lower and the full power radio stations. This type of radio station is mostly used for commercial operations and has a wider coverage area.

To operate any of these, you need to obtain approval from the FCC. According to the FCC, it receives tons of applications for new radio stations.

This, according to it outweighs the availability of available spectrums. This has led to delays in the issuance of licenses and approval as well as outright denial in some cases. Applying for a radio license does not guarantee that you will obtain one.

The FCC recommends that you do not purchase equipment before applying for a permit as you may have wasted your resources if your application is denied.

However, if you obtain the required licensing, then you can commence the process of starting your radio station. The following steps should be followed;

Step 2: Deciding the Type of Station You Want to Operate

When applying for an FCC approval, you must have decided on the type of radio station you wish to start.

That is either low power (which requires less powerful equipment and a smaller coverage area) as well as the full power radio station (with the widest spread requiring a larger spectrum). Approving your licensing request depends on the spectrum availability.

Step 3: Purchasing Equipment

Radio broadcast equipment is a necessity for smooth operations. There are several varieties of equipment you will need to buy. This will require having the financial resources to foot these purchases. Some equipment you will need to buy includes Emergency Alert Systems that starts from $3,000.00, transmitters, antennas, and other transmitting related equipment starting from $4,000.00, a studio transmitter link, an FM Stereo generator, composite switcher, FM transmitter power amplifier among several other pieces of equipment.

There are several options for purchasing equipment for a radio station. These include top of the range equipment as well as cheaper equipment for lower power radio stations. Hence the funding required for starting a radio station including the purchase of equipment could range from $10,000.00 to $100,000.00.

Step 4: Equipment Installation and Studio Design

What is the equipment needed to start a radio station? A large radio station will have several studios while a smaller one will have a single studio. After purchasing your equipment, you will require the services of an engineer or group of engineers.

These professionals will help you in setting up your equipment. To cut down on expenses, you don’t need to mount an antenna tower from scratch. All you need to do is to rent a space on an available tower and mount your antenna on it. Studio equipment will include headphones, microphones, soundproofing, and more.

Step 5: Hiring Broadcasters and Running a Test Transmission

Your broadcast equipment is only as good as the people using them. Hence you will need to hire competent broadcasters to handle this equipment. Only persons with the requisite skills should be considered. After this step, it is necessary to run a test transmission.

Here you are trying to ensure that every installed equipment is working and in perfect condition. Your broadcasters can use this opportunity to get comfortable with the studio environment and equipment as well as being able to hold shows and develop engaging and exciting programs.

Step 6: Designing a Program Schedule

As a new radio station, you will have to develop your program schedule and to also decide if you will run a 12 hour or 24-hour radio. This decision will enhance how productive and exciting your radio station becomes. When designing a program schedule, you should take into consideration the time a particular segment of your listenership is active as well as which are not. This helps in running particular programs at certain times of the day. These preparations ensure that you give your listeners the best listening experience when full operations commence.

Starting an online radio station may need significant investment. However, the good news is that you can choose which type fits into your budget. That is either the low power radio station with a limited frequency or a full-power radio station with much wider frequency coverage.

Your radio station will need other standard business requirements such as writing a good radio station business plan , funding, choosing an appropriate location, registration as well as licensing among others.

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A Sample Radio Station Business Plan Template

A radio station is a station that transmits sound and broadcast with different types of modulation: AM radio stations transmit in AM (amplitude modulation), FM stations transmit in FM (frequency modulation), which are older analog audio standards; while newer digital radio stations transmit in several digital audio standards: DAB (digital audio broadcasting), HD radio, DRM (Digital Radio Mondiale).

In the United States of America, over 90 percent of people listen to the radio one way or the other. It is on record that radio reaches over 68 percent of U.S. consumers aged 12 and above on an average day and 236 million people listen to the radio each week. Global radio advertising expenditure is about $35.25bn and radio advertising expenditure in the United States of America is about $15.6 billion.

Steps on How to Write a Radio Station Business Plan

1. executive summary.

Life Beat™ 101.5 FM Radio Station, Inc. is a licensed radio broadcasting company that will run lifestyle and entertainment programs. Our head office will be located in a standard high-rising office facility in the heart of New York City, New York. We will operate as terrestrial radio and also as online radio. Nancy Devenport is the founder and CEO of Life Beat™ 101.5 FM Radio Station, Inc.

Company Profile

A. our products and services.

• Operating broadcasting studios and facilities
• Producing radio (lifestyle and entertainment) content
• Transmitting programming to affiliated broadcast stations
• Advertising services
• Creative services
• Public relations services for stakeholders
• Media planning, buying & representation
• Creating talk and news related advertising campaigns
• Disseminating advertising campaigns through our radio station

Our services are designed to entertain, inform and give platforms to businesses and individuals to reach out to their target market by advertising their products and services.

b. Nature of the Business

We will run our radio station on a business-to-consumer model (our listeners will not be charged) and a business-to-business model (businesses will be charged to advertise or do business with our radio station).

c. The Industry

Life Beat™ 101.5 FM Radio Station, Inc. will operate under the Radio Broadcasting industry.

d. Mission Statement

Our mission is to make quality lifestyle and entertainment radio content available to listeners not just in the United States but also to listeners all across the world via our terrestrial and online radio platform.

e. Vision Statement

Our vision is to be known as the leading entertainment radio station, and we will be a trusted platform for businesses to advertise and promote their product and services.

f. Our Tagline (Slogan)

Life Beat™ 101.5 FM Radio Station – Your Best Lifestyle and Entertainment Radio Station!

g. Legal Structure of the Business (LLC, C Corp, S Corp, LLP)

Life Beat™ 101.5 FM Radio Station, Inc. will be formed as a Limited Liability Company (LLC).

h. Our Organizational Structure

• Chief Executive Officer
• Company’s Lawyer
• Creative Director
• Technical Director (Sound Engineer)
• Human Resources and Admin Manager
• Content Creator
• Talk and News Presenters/On-Air Personalities
• Sales and Marketing Executive
• Customer Service Executive/Front Desk Officer

i. Ownership/Shareholder Structure and Board Members

• Nancy Devenport (Owner and Chairman/Chief Executive Officer) 51 Percent Shares
• Justin Bells (Board Member) 19 Percent Shares
• Chris Emerson (Board Member) 10 Percent Shares
• Patterson Zeds (Board Member) 10 Percent Shares
• Rita McKenzie (Board Member and Sectary) 10 Percent Shares.

SWOT Analysis

A. strength.

• Effective structure in place to help consumers enjoy the seamless lifestyle and entertainment  content
• Highly experienced and qualified employees and management
• Double broadcasting options (online and terrestrial)
• Access to finance from business partners
• Water-tight strategies on how to expand beyond the major markets
• Reliable broadcasting equipment and tools.

b. Weakness

• Financial Constraints
• A new business that will be competing with well-established radio stations with celebrity on-air personalities
• Inability to retain qualified employees longer than we want within our teething period.

c. Opportunities

• Massive global reach via internet radio.
• Growing listeners of reach and robust lifestyle and entertainment radio content
• Good support structure for radio stations in the United States of America.

i. How Big is the Industry?

It is safe to say that the Radio Broadcasting industry is massive, and there is no limit to the number of radio stations a country can accommodate, many thanks to the advent of online radio stations.

ii. Is the Industry Growing or Declining?

Although the radio station industry can be said to be growing going by the number of online and traditional radio stations that are springing up, but going by the income generated, it will be safe to say that the industry is declining.

This is because, in 2020, U.S. radio stations generated roughly 9.7 billion U.S. dollars in OTA revenues, down from 12.8 billion in the previous year. At the same time, online radio ad revenue also decreased but not as drastically and fell under the one billion dollar mark it reached in 2019.

iii. What are the Future Trends in the Industry

New technologies, like machine learning/artificial intelligence, predictive behavioral analytics, and data-driven marketing, are what will determine the future trends in the radio broadcasting industry. The radio station is also a keen adaptor of automated customer service technology, utilizing chatbots and AI interfaces to assist customers with basic tasks and also keep down staffing costs.

iv. Are There Existing Niches in the Industry? If YES, List them

Yes, there are loads of niche ideas when it comes to the radio station. They include;

• News and Talkshow Radio Station
• Sports Radio Station
• Classical Music Radio Station
• Oldies Radio Stations
• Gospel Radio Station
• Travels and Tour Radio Station
• Health Radio Station
• Lifestyle and Fashion Radio Station
• Education Radio Station
• Language-Based Radio Station (Latin, Spanish, English, Portuguese, French, Chinese et al)

v. Can You Sell a Franchise of your Business in the Future?

Life Beat™ 101.5 FM Radio Station, Inc. has no plans to sell franchises in the nearest future.

• The arrival of a new radio station within our market space
• Unfavorable government policy and regulations especially for terrestrial radio stations.
• Cyber security challenges for online radios
• Liability problems
• Continuously changing consumer demands especially as it relates to lifestyle and entertainment content.

i. Who are the Major Competitors?

• KOST 103.5 FM
• Kiss FM (WKSC-FM) 103.5 FM
• KUSF 90.3 FM (now online only)
• WFMU 91.1 FM
• KEXP 90.3 FM
• WKTU 103.5 FM
• WLTW Lite 106.7 FM
• KXRY 107.1 FM
• WFCC-FM 107.5 FM
• WBEZ 91.5 FM.

ii. Is There a Franchise for Radio Station Broadcasting?

For now, no radio station is into franchising in the United States of America.

iii. Are There Policies, Regulations, or Zoning Laws Affecting Radio Station Broadcasting Business?

In the United States of America, radio station broadcasting is regulated at both the state and federal levels. As directed by Congress in Section 207 of the Telecommunications Act of 1996, the Federal Communications Commission adopted the Over-the-Air Reception Devices (“OTARD”) rule concerning governmental and nongovernmental restrictions on listeners’ ability to receive broadband radio services (formerly multichannel multipoint distribution service or MMDS).

All transmitters regulated by the Commission, including the customer-end fixed wireless antennas (either satellite or terrestrial) covered under the amended rule, are required to meet the applicable Commission guidelines regarding RF exposure limits.

For example, if anyone says anything which defames an individual or organization, the presenter and the station could both be sued for libel. Please check with your zoning or planning department to find out what options are available to you.

Marketing Plan

A. who is your target audience.

i. Age Range

Our target market comprises teens and adults above 13 years who have access to radio either terrestrial or internet.

ii. Level of Educational

We don’t have any restriction on the level of education of those for who we are going to create our lifestyle and entertainment content.

iii. Income Level

There is no cap on the level of income of the people we are going to create our lifestyle and entertainment radio content for.

iv. Ethnicity

There is no restriction when it comes to the ethnicity of the people we are going to create our lifestyle and entertainment content for.

v. Language

There is no restriction when it comes to the language spoken by the people we will provide content for, although we are going to be broadcasting in American English.

vi. Geographical Location

Aside from people who reside in New York City, anybody from the United States of America and any geographical location can listen to our radio station. This is because we will operate both terrestrial and internet radio.

vii. Lifestyle

Life Beat™ 101.5 FM Radio Station, Inc. will not restrict anybody from listening to our content based on their lifestyle, culture, or race.

b. Advertising and Promotion Strategies

• Host Themed Events That Catch Attention.
• Tap Into Text Marketing.
• Make Use of Bill Boards.
• Share our Events in Local Groups and Pages.
• Turn our Social Media Channels into a Resource
• Develop our Business Directory Profiles
• Build Relationships with players in the Radio Broadcasting industry.

i. Traditional Marketing Strategies

• Marketing through Direct Mail.
• Print Media Marketing – Newspapers & Magazines.
• Broadcast Marketing -Television & Radio Channels.
• OOH Marketing – Public Transits like Buses and Trains, Billboards, Street shows, and Cabs.
• Leverage direct sales, direct mail (postcards, brochures, letters, fliers), tradeshows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.

ii. Digital Marketing Strategies

• Social Media Marketing Platforms.
• Influencer Marketing.
• Email Marketing.
• Content Marketing.
• Search Engine Optimization (SEO) Marketing.
• Affiliate Marketing
• Mobile Marketing.

iii. Social Media Marketing Plan

• Start using chatbots.
• Create a personalized experience for our customers.
• Create an efficient content marketing strategy.
• Create a community for our target market.
• Gear up our profiles with a diverse content strategy.
• Use brand advocates.
• Create profiles on the relevant social media channels.
• Run cross-channel campaigns.

c. Pricing Strategy

When working out our pricing strategy, Life Beat™ 101.5 FM Radio Station, Inc. will make sure it covers profits, insurance, premium, license, and economy or value, and full package for each transaction. Our pricing strategy will reflect;

• Cost-Based Pricing
• Value-Based Pricing
• Competition-Based Pricing.

Sales and Distribution Plan

A. sales channels.

Our channel sales strategy will involve using partners and third parties—such as referral partners, affiliate partners, strategic alliances in the radio broadcasting industry to help refer clients to us.

Life Beat™ 101.5 FM Radio Station, Inc. will also leverage the 4 Ps of marketing which are place, price, product, and promotion. By carefully integrating all these marketing strategies into a marketing mix, so we can have a visible, in-demand service that is competitively priced and promoted to our customers.

b. Inventory Strategy

The fact that we need office supplies means that Life Beat™ 101.5 FM Radio Station, Inc. will operate an inventory strategy to use for ordering, maintaining, and processing items in our warehouse.

c. Payment Options for Customers

Here are the payment options that Life Beat™ 101.5 FM Radio Station, Inc. will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via credit cards
• Payment via online bank transfer
• Payment via check
• Payment via mobile money transfer

d. Return Policy, Incentives, and Guarantees

At Life Beat™ 101.5 FM Radio Station, Inc. we do not have a return policy but we will use our discretion where necessary. We will have a disclaimer policy when it comes to comments made by call-in listeners or guests being interviewed on a live show.

As regards incentives, we will make sure that organizations that advertise on our radio station get free one-month advertising when they pay for two quarters. As regard guarantees, our clients and listeners should be assured that we will have very minimal downtime since we will be operating 24 hours a day and 7 days a week.

e. Customer Support Strategy

Our customer support strategy will involve seeking customer feedback. This will help us provide excellent lifestyle and entertainment content for our clients and investors. It will also help us to understand their needs, experiences, and pain points.

We will work towards strengthening our Customer Service Team and also Leverage Multi-Channel Servicing as part of our customer support strategy.

Operational Plan

Our operational plan will cover capacity planning, location planning, layout planning, quality planning, and methods planning.

We plan to expand our revenue by 25 percent in the second year and the plan will include a marketing, sales, and operations component. The operations component of the plan would include attracting investors and strategic partners like media and branding consultants that will help us boost our service offerings.

a. What Happens During a Typical Day at a Radio station broadcasting business?

• The office is open for the day
• The on-air personality goes live
• Different programs are aired as scheduled
• Adverts are played as scheduled
• Documentation and other administrative jobs are handled throughout the day
• Marketers go out to market our services
• Maintenance of the server and all technical components of broadcasting are carried out as scheduled.
• The administrative part of the office is closed for the day but the radio continues to air its programs.

b. Production Process (If Any)

There is no production process when it comes to the radio station broadcasting business.

c. Service Procedure (If Any)

There is no defined service procedure for radio stations.

d. The Supply Chain

Life Beat™ 101.5 FM Radio Station, Inc. will rely on key players in all industries to refer business deals and clients to us.

e. Sources of Income

Life Beat™ 101.5 FM Radio Station, Inc. make money from offering the following services;

• Producing radio (lifestyle and entertainment) content for clients
• Transmitting programming to affiliated broadcast stations as requested
• Creating lifestyle and entertainment related advertising campaigns for organizations

Financial Plan

A. amount needed to start your radio broadcasting company.

Life Beat™ 101.5 FM Radio Station, Inc. would need an estimate of $1.2 million to successfully set up our Radio station broadcasting company in the United States of America. Please note that this amount includes the salaries of all our staff for the first month of operation.

b. What are the Cost Involved?

• Business Registration Fees – $750.
• Legal expenses for obtaining licenses and permits – $7,300.
• Marketing, Branding, and Promotions – $5,000.
• Business Consultant Fee – $2,500.
• Insurance – $5,400.
• Rent/Lease – $150,000.
• Radio Broadcasting Transmitters and Internet Infrastructure – $70,000
• Other start-up expenses including commercial satellite TV subscriptions, stationery ($500), and phone and utility deposits ($2,800).
• Operational Cost (salaries of employees, payments of bills et al) – $40,000
• Start-up Inventory – $15,000
• Store Equipment (cash register, security, ventilation, signage) – $4,750
• Furnishing and Equipping – $20,000
• Website: $750
• Opening party: $3,000
• Miscellaneous: $2,000

c. Do You Need to Build a Facility? If YES, How Much will it cost?

Life Beat™ 101.5 FM Radio Station, Inc. will not build a new facility for our radio station broadcasting company; we intend to start with a long-term lease and after 5 years, we will start the process of owning (acquiring) our facility.

d. What are the Ongoing Expenses for Running a Radio Station Broadcasting Company?

• Broadcasting transmitters and internet server maintenance
• Utility bills (internet, phone bills, signage and sewage et al)
• Salaries of employees

e. What is the Average Salary of your Staff? List the Job Position and their proposed salary based on industry rate and your startup capital

• Chief Executive Officer – $45,000 Per Year
• Company’s Lawyer – $40,000 Per Year
• Creative Director – $38,500 Per Year
• Technical Director (Sound Engineer) – $38,500 Per Year
• Human Resources and Admin Manager – $38,000 Per Year
• Content Creator – $35,000 Per Year
• Talk and News Presenters/On-Air Personalities – $32,000 Per Year
• Sales and Marketing Executive – $30,000 Per Year
• Accountant – $30,000 Per Year
• Customer Service Executive/Front Desk Officer – $28,000 Per Year

f. How Do You Get Funding to Start a Radio Station Broadcasting Company

• Raise money from personal savings and sale of personal stocks and properties
• Raise money from investors and business partners
• Sell shares to interested investors
• Apply for a loan from your bank/banks
• Source for soft loans from your family members and friends.

Financial Projection

A. how much should you charge for your service.

At Life Beat™ 101.5 FM Radio Station, Inc. our advertising fee will be based on the nature and duration of the advertising deal.

b. Sales Forecast?

• First Fiscal Year (FY1): $240,000
• Second Fiscal Year (FY2): $300,000
• Third Fiscal Year (FY3): $380,000

c. Estimated Profit You Will Make a Year?

• First Fiscal Year (FY1) (Profit After Tax): $100,000
• Second Fiscal Year (FY2) (Profit After Tax: $160,000
• Third Fiscal Year (FY3) (Profit After Tax: $250,000

d. Profit Margin of a Radio Station Broadcasting Company Product/Service

The average net profit margin for Life Beat™ 101.5 FM Radio Station, Inc. is approximately 25 percent. The average net profit margin can be higher or lower depending on our additional service offerings and overhead expenses.

Growth Plan

A. how do you intend to grow and expand .

Life Beat™ 101.5 FM Radio Station, Inc. will grow our radio station by first opening other offices in key cities in the United States of America within the first five years of establishing the business.

b. Where do you intend to expand to and why? (Geographical locations)

Life Beat™ 101.5 FM Radio Station, Inc. plans to expand to first to Los Angeles – California, San Francisco – California, Chicago – Illinois, Washington, D.C., Boston – Massachusetts, Miami – Florida, Seattle – Washington, Dallas – Texas, and Philadelphia – Pennsylvania.

The reason we intend to expand to these geographical locations is that available statistics show that the cities listed above have the highest radio broadcasting market in the United States.

The founder of Life Beat™ 101.5 FM Radio Station, Inc. plans to exit the business via management buyout. We will make it easy for the company’s management team to purchase the assets of the business. We know that it will motivate them to put in their very best in running the radio station because of the greater rewards. With that, we can be assured that the business will be under the care of a safe and well-structured management team and board of trustees.

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Radio Station Business Plan Template

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[YOUR COMPANY NAME] Business Plan [YOUR COMPANY NAME] [YOUR ADDRESS] [YOUR CITY, STATE/PROVINCE ZIP CODE] [YOUR PHONE NUMBER] [YOUR FAX NUMBER] [[email protected]]

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• Site search
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• Main content

• The Great Community Radio Switch On
• First Steps
• Applying For A Licence
• Supporting Volunteers
• Access & Disability
•  Programming
•  Law, Regulation & Policies
• Technical Matters

Managing Your Station

• Money & Monitoring
• The Business of Community Radio
• Selling Your Services
• You and Your Communities
• Accountability
• Introduction to social media
• Setting up successful social media profiles
• Increasing engagement through social media
• Developing a social media policy
• Developing a social media strategy
• Evaluating your social media presence
• Using social media to raise revenue
• Social media and the law
• Social media case studies
• Community Radio and Health
• A guide to Health Partnerships for Community Radio
• A guide to Social Prescribing for Community Radio
• Health case studies
• Health and Community Radio in the UK
• Jargon Buster
• Mixing Staff & Volunteers
• Staff Roles & Responsibilities
• What A Manager Needs
• Line Management
• Managing Volunteers
• Rules & Agreements
• Supporting The Sinner
• Other Stations

Congratulations . OFCOM have recognised the brilliance of your licence application. You’ve got your key partners in place and you are ready to replicate the thrill of your RSL broadcasts for up to 24 hours a day, seven days a week.

You may be in for a surprise. Running an RSL tends to be a very intense experience. You run around like a headless chicken before your broadcast, run even faster while you are on air, and then you probably have a long period to recover and review your experiences. Permanent broadcasting is an entirely different matter – like switching from running a sprint to a marathon.

You must maintain a steady pace, and to do that you must be aware of what your limitations are. There may be a strong temptation to attempt to do more than your resources will allow. In this chapter we will explain how to get the most from your volunteers and staff without anyone exhausting themselves or burning out. We will show how you can get the most value from your limited resources. We will look at how the relationships within your station, between volunteers, staff and directors can be made to work for you rather than becoming problematic. And we will discuss how you can market and publicise your station with your listeners and your community.

Many of these topics are covered in great length in specialist textbooks. If you are new to voluntary sector management, your reading should stretch well beyond this Toolkit. But for now, this chapter should offer you a useful overview of the range of expertise a station manager is likely to need.

Key principles

Be part of your community

A community radio station should be managed by the community, from the community and for the community. In practice that usually means a broad-based community partnership will form the Board of Directors and/ or steering group. But you can’t run a community radio station purely by committee. So turning their values and vision into efficient and effective day-to-day management is the key role of the manager or management team. It is essential the manager knows as much as possible about the community culturally, demographically and with regard to local issues. This is an important point to consider when appointing (or applying for) community radio management positions.

There are also situations where community radio is brought to a community by an outside agency. All the ‘community’ criteria apply but they might evolve differently.  If you are from an outside agency in that role, growing the community links might not be your most pressing operational priority but that does not lessen its importance.  The task ahead of you in sowing the seeds for grassroots support, and ultimately management, is all the more important for the fact that you are not of that community.

You are not running a radio station

You are actually running a community centre , a training college, a refuge, a day-care unit, a debating hall and a social club – albeit one which just happens to make radio. You should be pleased to be serving all of those functions – they add up to the reason you exist. Your management team needs to have or gain all the expertise required to fulfil your role as a community radio station. Broadcasting is only one part of the equation, and the quality or popularity of that broadcasting may be much less important than the quality and extent of your service to the community. Having said that, with your station serving so many functions, always keep in mind your core functions – what it is you are there to do. If activities are not funded, or not in keeping with your basic objectives, you should ask yourself why you are doing them.

Get your training right

Of all the tasks undertaken by a community radio manager, establishing and maintaining successful training schemes, whether formal or informal, will probably be the most important. The formal training you offer is likely to form a significant source of income for your station, and a good partner college may offer wider benefits of advice, support and resources. The training you offer should fit the needs of your volunteers and offer them progression and personal development to whatever level their abilities and ambition allow. (see a mass of new resources in the  Training section)

Be firm and fair with your volunteers

The biggest difference between voluntary sector management and other types is that volunteers are there because they want to be involved, not because you are paying them. They didn’t volunteer to be abused, exploited or shouted at. On the other hand they must be aware of their duties and responsibilities. Be utterly transparent about the relationship between the station and its volunteers. They must know what they can expect from you, and the station must be clear what standards of commitment and behaviour is expected from volunteers. Both parties must know what will happen if such agreements are breached (see  Rules & Agreements   )

Let community radio be your passion, not your obsession

If community radio is not your passion, you probably shouldn’t be involved at all. Typically community radio staff and key workers are driven by their love of the medium and inspired by the potential to change lives and whole communities. But in the desire to achieve so much, it is all too easy to do too much. Staff and key volunteers will soon find themselves invited to meeting and events every night of the week. It is impossible to do it all. Community radio stations around the country – including ours – have discovered to their enormous cost that exhaustion and burn-out are real risks, and can lose you the very people who have the most to offer. (see  Motivation & Stress )

Community radio managers need:

• to be part of their community
• a wide range of management and community skills
• a firm hand
• a calm head
• good communication and diplomacy skills
• to be willing to do the dull stuff

Know when to talk, when to listen and when to act.

Community radio is by its nature democratic. In practice this doesn’t mean people electing the steering group at the AGM then forgetting about it for a year, it generally means people standing up simultaneously and shouting at each other (or you) about the wheres, whats and whys of station strategy and policy. Those voices need to be heard and considered and, then if necessary acted upon. That does not mean that every opinion is equally informed or that every idea is equally realistic, and many will be incompatible with each other. The management need to know when to mediate, when to think, and when to stop listening and start acting. Your management structures need to allow someone the authority to take the final decisions and to be clear about what happens to community ideas when they are presented to the station .  It’s not enough to say ‘thanks for your input’ and file the letter.  

Bureaucracy matters

It is dull, but filling in forms to apply for funding and monitor your activities, taking minutes at meetings and distributing them, logging volunteer activities and community contacts, filling in tax returns and performing all the other bureaucratic and administrative tasks involved in running a community radio station is absolutely vital. The temptation to not bother is always strong, and always devastatingly destructive. (see  Basic Financial Management  and subsequent sections )

Mixing staff and volunteers

While there are large variations within the sector, most community radio stations are run by a mix of paid staff and volunteers. Typically, a group may begin as a purely voluntary project, but by the time it is receiving significant funding for training or community projects, it will feel the need to employ an administrator or project manager.

There is no official reason why a community radio station couldn’t be run entirely by unpaid volunteers, but our experience suggests it is impractical. Applicants for full-time community radio licenses typically propose a staff of around three or four full time positions. That’s three or four people who between them may need to be project manager, administrator, trainer, accountant, secretary, community worker, youth worker,  technician, publicist, producer, diplomat, fundraiser, social worker, counsellor, painter, decorator, carpenter, tea-maker, cleaner and, oh yeah, broadcaster.

The chemistry which develops between paid staff and unpaid volunteers is a key component in the success or failure of a community radio station. The relationship requires mutual respect, mutual awareness of responsibilities, needs and duties, and perhaps most importantly, mutual trust.  All of these factors require your internal communications to be working well.

If the respect, understanding and trust between volunteers and staff breaks down, the station is in deep trouble. It is vital that neither staff members or volunteers feel that one is ‘outranked’ by the other. The role of each is different, and equally important. Volunteers are the lifeblood of your station, without them your existence is meaningless. Volunteers become involved to help and support your station, not to be bossed around. (see Volunteers ).

It’s a common mistake to undervalue the range of skills, abilities, contacts and general usefulness of your volunteers. If you have a hundred volunteers, then you can be sure they will include people with professional experience in everything from plumbing to PR. There might be an accountancy graduate and an untrained, unemployed artistic genius who would love to design your flyers and posters. Often you won’t know unless you ask, whether individually at point of first contact or through your internal communications such as a newsletter or notice board.

The staff and volunteer mix:

• Is a healthy balance.
• Needs to be based on mutual trust, respect and understanding.
• Is a valuable mix of experiences and abilities
• Is lubricated by good communication

Managing a station is a 24/7 activity. You can’t pay people to cover all that time, so you will be dependent on volunteers to some extent keep the station running. That is also good for the culture at the station. If the volunteers feel like it is theirs, a microphone is much less likely to walk out the door. If it does, everybody takes it personally, and there is outrage across the board. When you are struggling with few resources it is vital to have that goodwill. If you can build that family sense of everyone working together, when you can’t do everything or something goes wrong, your volunteers are likely to be forgiving. If everything is very policy led and hierarchical, as soon as anything goes wrong, they are very likely to blame you and your structures.

It’s also not enough that you get these things right, you have to assure the volunteers that it’s right.  So again, effective communication with your volunteers is crucial – don’t presume because you’ve said something once that it’s been understood (see Volunteer Induction ).

Staff roles and responsibilities

Generally the less appealing tasks involved in community radio are the ones you have to pay people to do. Top of the list is usually admin work – completing project monitoring and evaluation forms for funders, generating and processing invoices, keeping track of bills and so on. Many community groups (not just radio stations) will employ a part-time administrator long before they employ a full-time project manager. Once up and running, full-time community radio stations will typically employ staff with responsibilities broadly as follows:

• Station/ Project manager
• Administrator
• Radio trainer
• Community development/ outreach worker
• Volunteer support worker
• IT manager and trainer
• Business development worker

Usually those roles will be combined into a smaller number of positions, so one person might be employed as technician and volunteer support worker. Alternatively two or three part-time employees with different roles could replace one full time specialist.  You can also consider using freelances for some roles that are ‘seasonal’ such as training.

Mixing the staff and the board

You need to be completely clear about the appropriate levels of involvement of the board. The board’s functions should be

• Representation of the community
• Supporting staff/volunteers
• Ensuring due diligence.  

The role of a director is not to crawl all over the day-to-day activities at the station, which is likely to cause problems with authority and morale. And yet the responsibility of a director to ensure due diligence does entitle him or her to full access to the station’s activities. It is a fine balance, but eventually returns to mutual respect and trust. The board are all-powerful, but should always remember that the secret of wielding power is knowing when not to use it.  

What a manager needs:

A secure basis of employment

Managers (even unpaid ones) needs absolute clarity about how they are expected to perform their function. This should be broadly and clearly set out in the terms and conditions agreed when an employment contract is signed, although the finer details may be agreed as a matter of ongoing management policies. It must be totally transparent to each member of the management chain exactly what they have authority and responsibility for, and to whom they are accountable. A good manager needs all three, and needs to be able to distinguish between them.  

As a manager you need authority to take decisions – in other words you need to have been given the power or right to undertake the activities necessary to do your job. You can’t run a station properly if you need to approach the Board for permission to buy a packet of paper clips or give a colleague a day off.  This also works in reverse, decisions should not be taken by those who do not have the authority. Remember that the person who speaks with most authority is not always the person who acts with most authority. Be wary of the strident volunteers or ambitious junior staff members who take it upon themselves act beyond their authority. If authority is undermined or exercised badly, so too are responsibility and accountability. Of course there will also be times when station staff do need to refer decisions up to Board level. It is up to Board and management to clearly establish the appropriate limits to authority, which will often depend on the relative experience and capabilities at each level. It is up to each station to decide where those limits lie.  

• Responsibility

If you are responsible for something, you are obliged or expected to do it. This is different to authority because it does not necessarily involve freedom to decide what is or is not done. A member of staff may be responsible for training volunteers, but not have the authority to decide the curriculum of the course. So the authority over training might reside with the station manager and the partner college, while the responsibility for it lies with the member of staff.  

You are accountable if you are obliged to answer, explain or justify yourself to those who delegate authority and responsibility to you. In any voluntary organisation everyone, from the newest volunteer to the most senior member of the board, should be accountable to someone and know who that someone is. In the case of the Board, legally speaking, that someone is Company House and/or the Charities Commission, and OFCOM for sticking to the promises made in your license.  In a broader sense the Board and the station as a whole is responsible to the community it serves and your ‘promise of performance’ to OFCOM makes it clear that this is not just some ‘good thing’ to be given a token nod in passing but must be a structurally clear part of how your radio station runs.  

The great community radio manager will also have:

Most management is based upon structures, ensuring that the group or station is organised in a way that helps ensure efficient and effective activities. Leadership ability is above and such beyond formal structures. A good leader can inspire others, bring out the best in their colleagues and volunteers, and create a positive, creative, happy working environment.

A manager needs:

A manager with poor leadership skills might perform their tasks efficiently enough, but will soon find it difficult to maintain the interest of volunteers and staff, who may drift away or under-perform at work. A great leader with poor management skills may gather a dynamic team around him, but the station is liable to be pulled in many different directions or find itself focussed to an unhealthy extent on that one charismatic individual.  This is obviously unsustainable.  

You are in control of your station if you are aware of everything that happens in your station, and have agreed to (or sometimes dictated) the activities of all your colleagues.  It is possible to manage a project – sometimes for a surprising length of time – without really being in control of it. You can find yourself, by luck or judgement, overseeing a team who all have shared objectives and do their own jobs well, leaving you looking great. But if as manager you are not aware of how your colleagues work, how they are making their decisions and the processes they use, you could find yourself in deep trouble when something goes wrong or one or two colleagues are suddenly taken ill or leave their job. You generally only find out how well controlled a station is when something goes wrong. A good station manager is in control of their station without becoming a ‘controlling influence’ or ‘control freak.’  This is, obviously, a fine balancing act.

Line management

People involved in community radio often tend to be quite egalitarian types. For the most part they don’t like to pull rank and order other people around. That is probably a very healthy attitude. The atmosphere around most stations is of everyone mucking in together, and staff will often do bits and pieces of each other’s jobs on any given day. In those circumstances it is easy to lose sight of who has responsibility for what. Every buck has to stop somewhere.  The classic management chain (see Figure **) has the senior manager employed by the governing body, or Board. The Board are legally obliged to ensure good management and the manager’s job is at risk if he/she doesn’t provide it.  There should then be a clear chain of responsibility, if not command, all the way down to volunteers. Everyone should be clear about what – and who – they have responsibility for.

Human resources management

It’s very easy for the management to become so wrapped up in the progress and problems of volunteers, or hitting the next targets for funders that they forget about their staff. But to be a good community radio station, a project also needs to be a good employer, a factor with even greater importance if your lack of resources requires a greater call on the goodwill of your station team. Larger community radio stations might think about employing a specialist human resources manager, or investing in the services of an HR consultancy firm, of which there are many specialising in the not-for-profit sector (your local voluntary sector umbrella group should have a list.) At the very least, station managers need to make themselves aware of all the issues involved in this important part of management. Human resources management skills include:

• Is just as important in community radio as anywhere else
• Should be considered in much more depth than we can spare/do? here.
• Recruiting the best staff
• Fulfilling your obligations under employment laws
• Drawing up binding, fair and effective employment contracts
• Ensuring the health and safety of employees
• Ensuring good systems of staff support, supervision and appraisal
• Drafting and enforcing equal opportunities policies
• Establishing and enforcing staff disciplinary and grievance procedures
• Overseeing entitlements, benefits, pensions etc.

The practice of human resources management in the community radio sector should be no different to any other, so we shall swiftly move on.

Free HR policies are available from the NCVO website at:  https://knowhownonprofit.org/tools-resources/hr-policies

Another source of HR support for your team is a local business who might allow their HR people to help you as part of a ‘corporate social responsibility’ partnership.

Managing volunteers

In Volunteers  we will go into detail about how to support, supervise and help volunteers. Much of that work will be conducted by support workers, trainers, producers etc. But volunteers are so central to community radio that their role, their needs and their position needs to be firmly built into your management structures.

In one fundamental respect volunteer management in community radio is different to other areas of the voluntary sector. Community groups generally have management (including the board and paid staff), volunteers and the clients who use the services they provide. In most cases – think of a community creche or older persons’ centre – attracting volunteers to serve tea or babysit toddlers is a difficult task. Volunteer management textbooks often work on the assumption that volunteers are rare and valuable creatures who must be cosseted and treasured, while there will probably be an excess of potential clients / users desperate to access the services the group provides.

The nature of community radio is that the benefits to the volunteers – the experience, training, thrill and fun of making radio – actually vastly outweigh the benefits to the ‘clients’, who in our case are the listeners (important though they are.) The result is, hopefully, a long waiting list of would-be volunteers.   Which is not to say that you can ‘use and abuse’ your volunteers because there’ll be another one along in a minute. Volunteers ARE the heart of your operation; no volunteers = no radio (unless you are over-enamoured with the output of your automation software). Treat your volunteers well, nurture them and allow them to fulfil their aspiration – but cotton wool need not be part of your toolkit in doing so.

The driving ethos of community radio is that access to the airwaves is a human right. But when there is a queue, every volunteer who exercises his or her right to the airwaves is preventing someone else from exercising theirs. It’s also worth bearing in mind that running a community radio station may cost somewhere between £50 and £100 per hour. If someone is availing themselves of such a valuable resource they should be expected to act responsibly and behave decently. If a volunteer is causing trouble on or off air, obstructing the progress of the station and other volunteers, or otherwise behaving inappropriately you must have systems to deal with that.

The best starting point for the relationship between management and volunteers is a clear, extensive, mutually-agreed set of rules and responsibilities, ideally gathered into a signed volunteer agreement.  See the sample set of rules in Resources to the side and below.

Rules and agreements

Creativity, self-expression and the airing of alternative and unheard voices are all crucial to successful community radio. Your volunteers need to be able to express themselves in their own way on air and off, but you do need to set boundaries. A volunteer might make brilliant radio, represent alternative sections of your community, draw in large numbers of listeners, attend every volunteer meeting and always wash her coffee cup, but if she routinely swears on air or fails to lock the front door when leaving the station she is a liability.

One way to think of this is that the station provides the volunteer with a blank canvas upon which they can paint – but that canvas, even if it’s really huge, is already bound by a frame. They can paint whatever they like, providing they do not exceed the limits.  The frame itself has a lot of detail. Some of it is behavioural – the standards of behaviour which everyone at the station are expected to adhere to. Other details are procedural – what the volunteer should do if they can’t make their show or there is a technical failure in the studio, for example. Much of it will be about what happens on air, with basic explanations of broadcast regulations and legislation around libel, obscenity etc  and station policy on those standards, which may well be more strict (see Your Own Station Rules ). The volunteer should commit themselves to a certain amount of time and activity, for example two hours broadcasting activities and two hours of non-broadcast support activities each week. You may also wish to include an agreement about the content of whatever radio the volunteer is making. You need some recourse if you offer someone a show to present issues relating to the elderly, and that volunteer decides to play 60 minutes of heavy metal instead.

The volunteer agreement

• Should be extensive, clear and formal
• Should specify the limits to volunteers’ autonomy and creative freedom
• Should explain what the rule is
• Should explain why the rule is there
• Should explain what will happen if it is breached..

You do not want your station to feel like a prison or a school. You don’t want to treat your volunteers as criminals or children – even if they are! So it is not enough to say ‘here are the rules. Obey them or you’re in trouble.’ Your volunteer agreement needs to spell out the rules, but just as importantly it needs to spell out why the rule is in place and what will happen if it is breached. Clarity is the key and consideration for others the touch-stone. Some breaches of the volunteer agreement – such as physical assault or vandalism – should probably carry an instant ban from the station. Other breaches – such as failing to turn up for a scheduled show – might be best dealt with some version of a ‘three strikes and you’re out’ policy. Minor offences, such as use of offensive or inappropriate language, might best be dealt with over a firm but friendly chat.

If you’re busy and recruiting a lot of new volunteers at once, you might be tempted to print out half a dozen pages of rules and regulations, thrust them into the hand of a new volunteer and send them on their way. But the volunteer may be reluctant to admit to literacy, language or comprehension problems, or more commonly just never gets around to reading them. So an induction session is vital – this would normally encompass not only a line-by-line reading of the volunteer handbook, but if necessary also a tour of the station, introductions to members of staff and so on. The induction should be formally organised, and offer an opportunity for the new volunteer to ask any questions about the station and its policies. By the end of it the volunteers should feel like they have joined a team, if not a family.

Besides the rules concerning behaviour and broadcasting requirements, the induction should also explain:

• What the volunteer can expect from you in terms of support and training.
• An overview of community radio
• An overview of your station and your stated aims
• Equal opportunities policies
• Health and safety policies
• Details of any expenses or benefits available

The induction is also a very good time to conduct your ‘skills and needs’ assessment – where you find out what the volunteer has to offer the station and what they need from it.

Consistency

No sane person likes having to discipline volunteers. They are not being paid, they are generally nice people, maybe you even socialise with them after work. The prospect of calling them into the office and giving them a dressing down or informing them that they have been barred from the station is not a pleasant one. The temptation to let lapses and breaches of the rules slip past is often very strong. It is also very dangerous.

Community radio stations are like ants’ nests at times, with volunteers bustling around each other and working in close proximity. They talk, they gossip, and they know more about what is going on than many managers would care to imagine. One consequence of that is that they know when someone gets away with mischief and when they don’t. If volunteers think they might get away with swearing on air without reproach or consequence, of course they are more likely to do it.  And if one volunteer breaks a rule or policy, others will soon do likewise and station discipline begins to dissolve along with your authority.

Your disciplinary policies should be

It becomes much harder for you as a manager to then clamp down, once a particular rot has taken hold. It should be clear that disciplinary proceedings are hard and fast, not made up on the spot by the station manager. If they even sense that the latter is the case, they may become angry and confused about any disciplinary action.

As a general rule, a community radio station needs to balance the rights of the individual volunteer with those of the group and the station as a whole. A well laid-out set of policies and grievance procedures should go most of the way to ensuring this balance. Just be careful not to allow yourself to become involved in a protracted quasi-legal dispute with one disgruntled individual.

Supporting the sinner

Many breaches of station rules, on air and off, will be the result of ignorance, which is a product of insufficient training. This may be particularly true with regards to your equal opportunities policy and offensive language. The classic argument about whether a comment is a harmless joke or a gross insult is revisited on a regular basis in every community radio station (and probably every other work and social space). If someone exceeds what you consider to be acceptable limits, explain to them clearly where the boundaries lie – they may genuinely not understand why offence has been caused.

Supporting wayward volunteers:

• Is as important a part of your job as supporting model volunteers
• May often come down to education and training
• Can only be done so much, and for so long.

There may be more serious cases too. It is sadly true that the volunteers who are most likely to break the rules of their agreement are also those most likely to have a chaotic or abusive home life, physical or mental health issues, substance abuse problems or other social or personal issues. If such problems are interfering with their ability to make radio, then you have an obligation to help them to access the help they need from specialist agencies or services .

In this area, like so many others, you have to find a balance you can live with. You want to offer a patient, understanding and supportive attitude to one individual, but you also need to run a safe, secure, successful community radio station for everyone else. You can offer opportunities for a wayward volunteer to improve their behaviour and they simply refuse to change their ways. You have to know when to admit defeat, recognising the point where, however much you want to help, you simply cannot.

Marketing is yet another task that you think can be put off until mythical day when there is money and time to spare. Of course that day never comes, and in the meantime your station is going unnoticed by many of your potential volunteers, partners and listeners.

You need to market your station to maximise the benefits your station can offer your community. It can soak up as much energy and money as you have available, but marketing can be effective even with very limited resources. It takes many forms:

• Word of mouth. This is the most powerful tool a community radio station has at its disposal. Encourage your volunteers and listeners to tell their friends. Network at local events. If you attend a meeting, make sure everyone knows who you are, where you are from and what it is you do – wear the T-shirt!
• Publicity materials . There is a reason why every radio station from the smallest commercial operator to Radio 1 gives away window stickers, T-shirts, balloons etc – it works. Every car with a sticker is a little moving billboard for your station, every T-shirt is a walking advertisement. And the cherry on top is that the people to whom you give such freebies are even grateful for the privilege. If costs are tight, look for a reciprocal deal with a local print shop, who may give you a discount or gratis rate in return for on-air advertising or having their logo displayed on the materials. Alternatively one of your partners or funders may be willing to sponsor promotional materials in return for a ‘Supported by…’ mention.
• Piggybacking . Talk to your partner organisations, local businesses, agencies etc about ways in which you could get yourself mentioned on their publicity materials. If an agency does a regular show, make sure they mention it on their own publicity.  If you have specialist DJs on your station who also play clubs and bars, persuade them to get your station name and logo on the flyers.   For example, any school class on air brings with it the families, friends and other carers of each pupil in it – possibly another few hundred listeners.
• Advertising. While it may feel painful to pay for newspaper ads, billboards or other commercial advertising, sometimes it is a worthwhile investment. In particular if a station is new and needs a sudden influx of listeners or volunteers, a well-placed, well-designed advertisement can be highly effective.
• Outside events . If there is a local community festival happening, you should be there – ideally with a full roadshow, but if that is not viable, host a small tent with your DJs or at the very least set up a stall with publicity and information about your station. Hosting special events in bars or clubs  – whether that’s a nightclub or a Darby and Joan club – can help you reach different audiences, and may even earn you some money.
• Is crucial to help you find listeners, volunteers and partners
• Is not necessarily expensive
• Takes many different forms
• Is not something to do once everything else is sorted out
• Website . Your website may be the closest thing you have to a public face, so try to make sure it is pretty, informative and easy to use.
• Social Media – watch this space for Radio Regen’s forthcoming Social Media Toolkit
• Your message . It’s worth thinking of a snappy phrase or two which you can use at every opportunity on air and off, to sum up who you are and what you do. Ideally you want something that captures the essence of community radio and your station in particular –  ‘making a better town by making a better sound’ or something similarly cheesy.  

Be sure of your output before you have a launch event, after all, why market a sound that doesn’t show your true potential.  Give yourself time to iron out the wrinkles before you invite the town to tune in.  No one’s going to mind if you ‘launch’ a month after actually going live.  That said, don’t wait until everything’s perfect – it never will be.  

Relationships with other radio stations

Few organisations can be as useful to you as other radio stations, whatever their size or nature. You should have excellent relationships with other community radio stations – at least those far enough away that you will never be competing for the same licence or advertisers. The Community Media Association  is the hub of the network, and if you actively involve yourself in that you will be able to meet and share experiences with a large number of colleagues in the community sector.

“Radio Scotland have been one of our partners from the start, they’ve given us training and support, we have worked with them in a number of outside broadcasts and so on. But now they have commissioned us to produce a weekly 30 minute programme that focuses on blind issues. For the first time blind people in Scotland will have their own programme they can tune in to, which is a wonderful opportunity to raise awareness of the issues for the rest of the population, and encourage equality, and of course it’s an incredible opportunity for our volunteers to make radio on a national platform. It’s a very equal partnership, they haven’t been patronising at all. They have been a wonderful resource for us and we have provided them with talent and good programming. This brings community radio to a national audience, and hopefully other BBC stations will take this up as well.”

Kerryn Krige,  VIP On Air

Relationships with BBC and (especially) commercial stations may be more delicate. On the one hand you are competing with them for listeners, and to a small extent possibly even for advertising revenue (despite OFCOM’s best efforts.) On the other – you have much to offer them. Let’s consider each in turn.

The BBC is a public service broadcaster, and its remit goes beyond broadcasting to the public. The current charter places a demand upon the corporation to involve themselves in local community development work. There are few ways more convenient for BBC station directors to do this than involving themselves in community radio groups. They could offer training, supervision, resources and endless wisdom. Radio Regen is currently negotiating a formal mentoring system with the BBC for our senior managers, which offers enormous value to our staff.  As we go to print the BBC nationally is talking to the CMA about exploring the many ways BBC local stations and community radio stations can enjoy many a happy collaboration. (see Box **)  This good will might even out last the renewal of the BBC’s Charter.

Update:  there is a Memorandum of Understanding between the BBC and the CMA that basically asks the BBC to ‘do the right thing’ and give a lift to community stations (I summarise).  Its uptake varies a lot depending where you are but it’s worth knowing about.

Community radio stations are a great potential source of new talent in all areas of radio production. Commercial and BBC stations often struggle to find recruits who aren’t identikit trust-funded, white, middle class, media studies graduates.  Community stations also offer a route to grassroots community news – stories which can otherwise pass under the radar of large media outlets who are accustomed to working from press releases from government, big business, the PR industry and large Non-governmental organisations (NGOs).  So not only is there a strong ethical argument for them top work with you, but one that delivers tangible benefits too – it’s right and it works!

Other radio stations:

• May be nervous of you, especially smaller commercial stations
• Can be extremely useful to you
• May decide you are extremely useful to them

At present it seems that BBC stations are already involving themselves in community groups across the country, but that many commercial stations are proving much more difficult to persuade – particularly if the community station is carrying advertising. Good networking, gentle diplomacy and a growing awareness of the nature of community radio should hopefully mean this will change in the not-so-distant future. Make yourself known to larger local commercials, stress your social gain achievements and that you are not trying to put them out of business, and you may well find the reaction is: ‘That sounds great. Is there anything we can do?’  Even the smaller stations, once they get used to you, and realise that your different sound isn’t going to empty their share-holders’ coffers, might come on board.

Finally, even in the belly of the most corporate beast of a huge mainstream radio station , you are linked to them by the little word ‘radio’.  Small radio is where their staff came from and all but the most jaded cynic amongst them will feel an empathy with a broadcaster trying to get by on two bits of string and a used phone card.  Even if the station policy might not endorse helping you out, dont be surprised if the staff will under their own steam.

• wfm_volunteer_passport  is something we’re proud of – a clear and engaging explanation of the relationship between volunteer and station
• This is a table of some of the early policies we used at Wythenshawe FM.  It’s not perfect by any means but it does cover a lot of the areas that station rules should cover.  We also still like the way it’s laid out, moving from the big ideas to implementation.  The downside is that it’s probably too cumbersome.  Reading it might help your thinking. wfm_policy
• The National Association for Voluntary and Community Action website has extensive resources on management
• Free HR policies and job descriptions are available from the NCVO website which have been donated by voluntary and community organisations for you to tailor to your needs. The documents are available at www.ncvo-vol.org.uk/workforce-development/hrbank

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