Commercial management of a local radio station. The case of Sobrarbe radio
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Abstract
Radio Sobrarbe is a regional broadcasting/radio station belonging to the Sobrarbe community, in Huesca. Its staff is made up of two members, even though to the realization and broadcasting of programmes it counts on some volunteers' help.
Because of its small infrastructure and the scarcity of economic resources/the shortage of money, it broadcastes on live with programming of its own and across conections to RNE R1. Thus, it can offer an uninterrupted/continuous programming for twenty-for hours/ all day-night long.
The aim of this paper is to show the functioning of an small radio station, especially the commercial management of the firm. Thus, the paper addresses two questions; first, the situation of the Sobrarbe community and its effect on the scarcity of wireless mass media there; and second, the presentation of the firm, emphasizing on its small dimension, the shortage of money, and the particular problem of the firm derived from its special characteristiques. As we show the context that affect on the management the firm, we analyze and present the commercial management of the firm.
Therefore, in this paper we focus on the difficulty to manage a services firm, particularly the management of an small radio station.
How to Cite
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Local radio, Commercial management, Advertising media
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