In its most basic form, radio stations consist of a studio and a transmission method. But that doesn't mean that starting or investing in a radio station is simple at all. There are many different issues to address, including station structure, personnel needs, transmitter location—even what type of license to acquire.

With radio's effectiveness in music marketing to the 12-to-17-year-old age range, experts suggest that the commercial radio industry will only continue to improve over time. However, breaking into that market may prove to be difficult, especially if you want to start up your own station.

Consider the following information when looking to become involved in a radio station:

1. Radio broadcasting frequencies are in short supply and heavy demand. There are many competing applications for new stations.

2. Purchasing an existing station may prove to be difficult as most radio companies are part of a group owned by media conglomerates or are network affiliated.

3. Much competition also exists among radio broadcasters seeking jobs especially in larger metro areas.

Action Steps
The best contacts and resources to help you get it done

Research radio programming options

When choosing a station to invest in or a new format to start, find out what's already on the dial. Tune in to explore which broadcasters are in your area and how each station is transmitted.

I recommend: Search by zip code, format, by state or metro area at On The Radio.Net. Log on to RecordLabelResource.com for a listing of commercial radio stations.

Listen to a variety of Internet radio stations

To get a good indication of what the commercial radio station market is like, listen to many different formats. While most will be mainstream, you can find the occasional alternative format. Most commercial stations stream audio live on their websites so you can listen online.

I recommend: Check out the play list and even listen live to KIIS out of Los Angeles. Check out the programming features at KZZU in Spokane, WA, and then listen live.

Find out how to start a radio operating company

Still interested? Be prepared and patient. The process to start a radio station may seem complicated and it can often take some time. You may want to consult the FCC and other sources to get clear answers on exactly what type of license to pursue and other issues that may arise. Broadcast consultants who specialize in this field are also available.

I recommend: Find the Federal Communications Commission rules and process for applying for a FM commercial station as well as other general rules and guidelines. Mulcher Broadcasting is in the business of helping radio stations get started.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  The FCC can receive more than 30,000 applications for new radio stations each year, and expansion of AM and FM radio frequencies is unlikely. A frequency search will be performed to make sure a new station doesn't interfere with one already on the air. It's important to wait for license approval before purchasing any equipment or furthering your plans.