Chapter 11: Consultants and Syndicators
The Radio Station
Chapter 11: Highlights
•The significant increase in stations and formats created a market for consultants.
Today, the ranks of radio consultants has been reduced due to consolidation, and
major radio companies typically have their own in-house consultant in the form of
an experienced programming executive.
•Station executives opposed to using consultants fear losing the
station’s local flavor, becoming a clone of other stations, and
having to justify the substantial expense.
•Investments by stations in research have fallen off markedly.
•Syndicated programs are generally cost effective, of high quality,
and reliable, thus allowing smaller stations to achieve a metro
station sound.
•Program syndicators provide a variety of test-marketed, satellite-
and Internet-delivered radio formats—from Country to Top 40 to