Career Route

• The large majority of general managers are promoted from the ranks of sales. They typically begin their careers as account executives charged with selling advertising campaigns to local and national clients. Eventually, they may be promoted to positions like local sales manager, national sales manager, general sales manager and, if they have exhibited exceptional sales and management skills, achieve the coveted position of general manager. In rare instances, they may have begun their careers in programming or marketing.
  
  

Stations

• The radio station general manager of today is typically responsible for the operation of multiple stations. In previous years, she normally oversaw the operation of one AM and one FM station. However, massive consolidation in the radio industry has resulted in new rules allowing ownership of many stations in one marketplace. It is not uncommon for a general manager to be tasked with the business development of 7 or 8 stations at one time.
  
  

Well-Rounded

• This management czar must be highly organized with expertise or, at a minimum, solid comprehension of all areas of broadcast operations. His chief duty is to "protect the license," ensuring that the stations adhere to all Federal Communications Commission rules governing the granting and maintenance of broadcast licenses to individual ownership. Violations of these rules may result in stiff monetary fines or, in extreme cases, possible forfeiture of a broadcast license worth millions of dollars--and in major markets, tens of millions.
  
  

Sales Focus

• The majority of general managers spend significant portions of their time supporting the sales staff in meeting monthly and annual sales projections. Often, the GM personally makes sales calls and, especially in smaller markets, often "carries a list," meaning that she continues to personally manage and offer sales campaigns to clients. This executive must be a strong leader, capable of guiding a large and diverse number of people and departments to ratings and sales success. She is often the "face" of the station in community affairs, and must possess the exceptional people skills necessary for success in local business affairs.
  
  

Compensation

• The general manager is normally the most highly paid professional at a radio station, although in rare cases, certain high-profile on-air personalities may receive a more significant salary. The compensation of a GM is largely dependent on the market size of the city the station is situated in, as well as the ratings and sales success of the operation. He may receive large bonuses that are tied to the achievement of certain goals and, occasionally, may acquire stock or a small percentage of ownership within the company.