Managing Radio Market Clusters: Orientations of General Managers

Kenneth Loomis and Alan Albarran ()

Journal of Media Economics, 2004, vol. 17, issue 1, 51-69

Abstract: This study reports the results of a nationwide census of the general managers (GMs) managing three or more stations among the 25 largest radio companies. The census serves as a baseline study for understanding the functions of managing consolidated media properties. Among the key findings, the GMs emphasized the importance of middle managers in the success of radio clusters. The GMs perceive their jobs as a function of four factors: people, organization procedures, financial performance, and prioritization of work and personal affairs. These four factors were compared to the business process reengineering model and were found to be concentrated in only two of four areas.

Date: 2004
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DOI: 10.1207/s15327736me1701_4

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