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The Radio Station, 8th Edition by Michael C Keith

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Traffic and Billing 8

The Air Supply

What was printed here nearly a quarter of a century ago remains a fact today: a station sells airtime – that is its inventory, its product. The volume or size of a given station's inventory depends chiefly on the amount of time it allocates for commercial matter. For example, some stations with Easy Listening and Adult Contemporary formats deliberately restrict or limit commercial loads as a method of enhancing overall sound and fostering a “more music, less talk” image. Other outlets simply abide by commercial load stipulations as outlined in their license renewal applications.

A full-time station has more than 10,000 minutes to fill each week. This computes to approximately 3000 minutes for commercials, ...

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