See my comment above about the local CC cluster. Good management is not about applying some formula concocted by an outside expert that may or may not fit the local situation. Especially in radio, and in small market radio.
If you have reasonably good facilities in a top-50 market, there is so much money floating around it takes some effort to really screw things up. In a small market you have to be competitive because there just aren't enough dollars to support all the stations. "Competitive" does not necessarily mean "cheap." Nor does it mean that you would try to do things as they are done in the larger markets.
Each station, each market, is different. We have two satellite-fed music stations, and one live music station, in three distinct markets. Market 1 is 25 miles from Market 2, which, in turn, is 20 miles from Market 3; Stations 1 & 2 shares studios in Market 2, where our traffic and billing is handled. Our ops manager lives in the big city--and telecommutes. He's down once a week to record a live show sponsored by a local dirt track. Market 1 is a county seat of 5000, in a county of 17,000. Market 2 is a city of 2400, in a county of 8400; while Market 3 is rated, 12+ above 100,000.
Station #1 is a class A competing with an AM-FM combo, and a scattering of out of market FM signals. The town is dying, five years ago it had 4 full-line new car dealers--now it has one. A major local employer is an aluminum smelter--Chinese and Russian dumping wreaks havoc with this industry. We program this station with satellite classic rock, some H.S. sports, and pro football. The competition is dollar-a-holler, so we sell lots of cheap packages and stick the station in the back room. The return isn't there, but our expenses are nil since we built the station from scratch.
Station #2 is in an even smaller county seat but we've been there since the early eighties. There is another daytime AM in the market, paired with an out-of market FM, they don't sell locally. My station is a B-1, so we capitalize on our regional coverage-the signal reaches 25 miles into station A's market, as well as into three other counties with no competing commercial signals and into market #3 as well (albeit with only a small share, since we are one of 10 FM's in that market).
Again, small market, so it is satellite fed with an AC format, including Delilah evenings, and Tom Kent 80's weekends. Like the old days, we run news top of the hour (Fox), and Accuweather forecasts. We do a lot of H.S. sports; and promotions and remotes through-out the year, including a coats-for kids in the winter, and remotes from cancer walks this time of year. Our business comes from a mix of small business in these rural counties, and regional advertisers such as car dealers and furniture stores from the metro market we cover who seek buyers from the seven county area we are strongest in. We have one main sales person, who has been with us since sign-on (starting out as a receptionist/secretary). Since she has been with us that long, many of our sales campaigns are completed over the phone.
Station #3 we just bought 2 years ago; the station is licensed to a smaller city in the adjacent rated market. There are 8 competing FM's, including a B and two B-1's, and six AM stations. The station is an A, it had been in a JSA with the CC cluster. It is live, with its own building on a main road half-way between the studios for the two main clusters in the market. We have an eighties-based AC, with only minimal local news (although we've discussed adding a full-time newsman--sales need to be built up first). We've done some H.S. football, covering suburban teams since the two clusters have the main schools tied up. Was a money-maker last year, we're debating impact on ratings.
Although the station has been on the air for ten years, with essentially the same format (and respectable 35+ numbers with women, despite this being a rock & country market) we have a ways to go with sales. In the JSA, it was sold in combo with the other stations in the cluster, & the staff stuck in a dirty 9X8 closet studio. We inherited most of the air staff, but none of the sales staff, who were tied with non-competes to the cluster. The air staff are all radio veterans in this market, we can't pay them that much but tried to keep them happy in other ways. We moved the station into a 3 bedroom split level, with a brand new control room built in the master bedroom (in fact, was just over there this morning as I had new carpet installed). The PD finally got a real office--one of the other bedrooms, (his former office was 5 X 4). They now have a new production studio as well (instead of cutting spots on audition). With the youngest staff member 49, we have a flexible leave policy. For example, one staff member's mother has been ill & he is her only local relative, so we accommodate his need to take days off to attend to her needs.
Sales have improved since we closed on this station, but we are handicapped in not having a second full-time sales person, a difficult position to fill. Our one full-time sales person can't keep up with all her accounts in the metro, let alone the small accounts in our other markets.
Now, as you can see--one size does NOT fit all. The management challenge is to deploy one's resources (especially financial--we have a fair size loan to pay off) to maximize not only current return but future growth. I'm engineering and legal for the stations--my business partner, who spent 20 years in major market radio (sales and programming, including sales at a legacy AM station) is GM and sales.