Commercial radio stations didn't start out as parts of a conglomerate. In the early years, it was very simple as individual inventors and others with entrepreneurial vision brought about commercial radio. It wasn't until about the 1920s that organizations became involved. And then by 1938, 40% of stations were affiliated with radio station networks or part of a chain.

A commercial radio station network can provide many advantages to a previously locally owned station, such as a larger audience along with an attractive advertising base. In turn, local stations avoid high costs to produce their own content. Networks cover expenses by spreading the costs throughout the number of stations using their services.

When it comes to determining which is a better option, consider the following information:

1. Radio network groups have been around for decades; the Rural Radio Network, a group of six stations in New York, was the world's first all-radio network and began in 1948.

2. While commercial radio groups may have more stations under their belts, some of the largest companies have historically seen declines in overall ratings.

3. Commercial radio station groups can act as a single company in programming multiple stations at once.

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

Sift through a commercial radio station directory

Find out who owns certain commercial radio stations by doing a little research. Start by looking up all the commercial radio stations in the geographic location that impacts you.

I recommend: On The Radio.Net lets you search for commercial stations by metropolitan area. Search commercial radio stations by state at News Link.

Link with radio station networks

The power and stability of a radio station network can't really be denied with its superior quality programming and advances in technology. But there are risks with any change in ownership.

I recommend: Search the Air 1 Radio Network of Christian stations, with radio stations across the US, by state or zip code. Live streaming audio casts can also be heard internationally. Check out Citadel Broadcasting, which owns hundreds of stations. Other major commercial radio groups include Emmis Communications and CBS Radio.

Research options with private radio station groups

A private radio station group may be a step down from the iron fist of a network, but it still offers the same basic concept. Make sure you know what type of ownership style the new company will have and how it will impact your station.

I recommend: Check out the company profile on Cumulus Media, the second largest US radio broadcasting entity. In 2008, Clear Channel Communications went from a private radio station group to an online radio network by joining with Katz Media Group. More than 1,200 Clear Channel stations were involved in the merger into the corporate conglomerate.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  While there are many benefits to stations being a part of radio networks, some local employees say they actually feel less stable personally in their positions being at the whim of their huge corporate overseer.