nd opinions must be placed by the wayside which interfere with motivating personnel to achieve sales goals. Open communication between the sales department and the programming department should be fostered so increased understand and cooperation is developed. The effective program director also understands and knows how to use radio technology as radio at its core is all about technology. As important as any of these issues is a tight grasp on finances and an understanding of the larger profit goals in order to understand how to effectively use capital within the programming department, “Programming is an operational expense. To create the “sound” of the station, the program director must spend money-to pay staff salaries, to buy programming aids and to maintain studio equipment” (Checkley, 1991: 25).
Of course, the money comes from the sales department that is budgeting to the programming department. Understanding this relationship is crucial for economic success because for
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