11/09/2025
New Radio Station Owners Seem Unprepared Or Simply Unwilling to Learn. I Laugh!
It is truly disheartening how many individuals now see owning a radio station merely as a lucrative business venture.
Perhaps this is because of the widespread misconception that radio stations generate instant and massive profits. I laugh at such assumptions!
The most shocking part of this trend is the reliance of many new station owners on quack consultants or so-called “old soldiers” in the industry, people who parade years of radio experience as though it automatically qualifies them to consult.
Let’s be clear, working in a radio station for several years does not make one a consultant.
Sadly, this miscalculation ends up draining the resources of the unsuspecting investor.
The pattern is predictable: these owners secure a building, erect a mast (sometimes one that cannot even capture signals effectively within the immediate environment), and hastily recruit young men and women who are eager for self-expression but lack the necessary training. Because they can be paid meagre salaries, these young voices become the face of the station. To such owners, that is their definition of “running a radio station.”
In all of this, the real essentials are often neglected, powerful content, credible and established voices on air, professional consultants who can recruit and train effectively, and adequate funding. Without these, the dream of a thriving station is a mirage.
Another misconception lies in the financial expectations of these new investors. Many believe they can recoup their entire investment within the first year. Again, I laugh!
Quote me anywhere, no matter the radio station, there is always a waiting period. That is the crucial time when you “toast” and win your audience until you eventually become their station of choice.
To radio owners, yes, opening a radio station is commendable, it means the future of broadcasting is still alive. But if you must do it, then do it right!
Engage a competent consultant, not just anyone who brags, “I once worked in a radio station.” A true consultant will guide you in planning, structuring, and executing every stage of the project until you begin to see results.
Most importantly, detach yourself from unrealistic financial expectations. At the very least, give your new station five years to stabilize before thinking of major returns. That is the only way to build something sustainable.
Finally, my short word of advice, if you know you cannot commit to professional standards, then save your money in the bank and take care of your health. Running a struggling radio station is one of the fastest routes to hypertension.
I choose to remain anonymous
