How to Start a Radio Station

Boosted by the popularity of podcasts, radio is booming. People listen while commuting and while at work, while out having fun, or just relaxing at home. If you are a music and podcast lover and would enjoy developing your own programming, starting a radio station may be just the jam for you.

Starting a radio station is exciting, but challenging. You should have knowledge of the industry and all the steps involved before you dive into the business. This step-by-step guide should put you on the road to achieving your dream of owning a successful radio station.

Step 1: Decide if the Business Is Right for You

Owning a radio station is a lifestyle as well as a business. Educating yourself about what’s involved will help you decide if it’s right for you. Knowledge is power!

Pros and cons

Every business has its pros and cons, which you should weigh to decide whether a radio station is a good fit for you. Here are some basic pros and cons of starting and running a radio station.

Radio station industry trends

New music apps and streaming services are driving increased interest in new radio programming, such as podcasts. Podcast listeners are a marketer’s dream demographic: nearly half of US podcast listeners are under 35.((https://riverside.fm/blog/podcast-statistics))

Industry size and growth

• Industry size and past growth – Market analyst IBISWorld values the US radio industry at just under $23 billion, after recovering slightly from the pandemic slump.((https://www.ibisworld.com/industry-statistics/market-size/radio-broadcasting-united-states/))  
• Growth forecast – Globally, the radio station industry is predicted to grow 3% annually through 2026.((https://www.thebusinessresearchcompany.com/press-release/radio-station-market-2022))
• Number of businesses – There were more than 15,000 commercial radio stations in the US in 2020.((https://www.statista.com/statistics/252235/number-of-commercial-radio-stations-in-the-us/)) 
• Number of people employed – The industry employs more than 85,000 people.((https://www.ibisworld.com/industry-statistics/employment/radio-broadcasting-united-states/))

Trends and challenges

Radio station trends include;

• Podcasts are in demand as the number of US podcast listeners has more than doubled in the past five years, from 57 million to more than 120 million((https://www.statista.com/statistics/786826/podcast-listeners-in-the-us/)) 
• Country is the most popular format, followed by news and talk shows.((https://www.statista.com/topics/1330/radio/#dossierKeyfigures))
• Online radio has seen explosive growth, with average monthly listening more than doubling since 2010 to nearly 1,000 minutes per user

Challenges faced by radio stations include:

• Attracting and retaining listeners
• Keeping up with the latest technologies
• Tough competition from streaming services

Popular online radio

Online radio saw $940 million in revenue in 2020. These were the leading online radio stations, by average active sessions in 2021((https://www.statista.com/statistics/253260/leading-online-radio-companies-in-the-us-by-active-sessions/)):

1.  iHeartRadio (45%)
2. NPR Member Stations (11%)
3. Audacy (10%)
4. Cumulus Streaming Network (7%)
5. EMF Corporate (4%)

What kind of people work in radio stations?

• Gender – 72% of radio station managers are male, while 28% are female.((https://www.zippia.com/radio-station-manager-jobs/demographics/#gender-statistics))
• Average level of education – 70% of all radio station managers hold a bachelor’s degree.((https://www.zippia.com/radio-station-manager-jobs/demographics/#degree-level-types))
• Average age – The average age of a radio station manager is 44 years old.((https://www.zippia.com/radio-station-manager-jobs/demographics/#age-statistics))

How much does it cost to start a radio station?

The start-up costs for a radio station range from around $18,000 to over $200,000, according to Step By Step Research. An internet radio station is at the low end of the range.

You will need a handful of items to successfully launch a radio station. Here is a list of things to get you started.

• Studio mixing board
• Microphones and headphones
• Media Server and Scheduler
• Studio transmitter link, or STL
• Lightning protector, antenna, transmission line

Startup Costs	Ballpark Range	Average
Setting up a business name and corporation	$150 - $200	$175
Business licenses and permits, including a frequency license	$1,500 - $2,000	$1,750
Insurance	$100 - $500	$300
Business cards and brochures	$200 - $300	$250
Website setup	$1,000 - $3,000	$2,000
Space lease security deposit or purchase down payment	$0 - $30,000	$15,000
Space preparation	$0 - $30,000	$15,000
Equipment including a transmitter	$15,000 - $100,000	$57,500
Control room setup	$0 - $50,000	$25,000
Total	$17,950 - $216,000	$116,975

How much can you earn from a radio station?

Your profit will vary depending on how large you grow your audience, which will drive your advertising revenue.

The average profit margin of a radio station is 8-10% and on-air advertisers pay somewhere between $200 and $5,000 per week, depending on listener numbers. Before you build an audience, you will likely be at the low end of both ranges. If you get 10 advertisers to spend $200 each per week and your profit margin is 10%, your annual revenue will be $100,000 and your profit will be around $10,000.

As your brand gains recognition and your audience grows, you might charge advertisers $1,000 per week. If you’re able to attract 25 regular advertisers at this price and maintain your margin at 10%, your revenue will be about $1.3 million and you will have a profit of a cool $130,000.

What barriers to entry are there?

There are several barriers to entry for a radio station. Your biggest challenges will be:

• Finding a unique concept that stands out
• High startup costs
• Building an audience

Step 2: Hone Your Idea

Now that you know what’s involved in starting a radio station, it’s a good idea to hone your concept in preparation to enter a competitive market. 

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Since you have no track record in the business, you’ll need to find a way to stand out from the competition. Look at your market and see what’s popular on the radio, and what’s rare or missing from the airwaves.

If you find other radio stations that offer the genre that you want to offer, consider a concept you could develop to make your station unique.

What? Determine your products or services

First, determine your genre of music and how to present it. What kind of DJs will you have? What sort of podcasts might appeal to your audience? Should your content involve humor, political commentary, or something else?

Your audience is your customer, and your programming is your product. You could offer a combination of music and podcasts, talk radio plus news and hits, or some other combination. Podcast listening has exploded in recent years, so it’s a good idea to find ways to incorporate them into your programming. You want to be able to target a certain market of people.

How much should you charge for advertising?

Advertisers pay about $200 to $5,000 a week. When you start, your audience will be small, so advertisers will want to pay on the lower end of that range. As your audience grows, you can charge higher prices. Research radio stations in your area to determine the prices in your market. 

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Your target market will be determined by your choice of content. If you choose pop music you’re likely to attract people aged 16-34. If that’s your choice, it might be best to advertise on social media platforms like Instagram and TikTok.

This under-35 demographic that prefers pop music is also the main podcast-listening group, as mentioned above. If you target this group, you may want to look into which podcasts they prefer. Comedy is the most popular podcast with that age group, followed by news, society, and culture.

Where? Choose your business premises

You can launch your radio station, particularly an internet station, from home if you have space. Your startup costs will be much lower.

As your business grows, you will likely need to hire workers for various roles. You may need to rent out a studio space as well. Find commercial space to rent in your area on sites such as Craigslist, Crexi, and Instant Offices.

When choosing a commercial space, you may want to follow these rules of thumb:

• Central location accessible via public transport
• Ventilated and spacious, with good natural light
• Flexible lease that can be extended as your business grows
• Ready-to-use space with no major renovations or repairs needed

Step 3: Brainstorm a Radio Station Name

Your business name is your business identity, so choose one that encapsulates your objectives, services, and mission in just a few words. You probably want a name that’s short and easy to remember, since much of your business, and your initial business in particular, will come from word-of-mouth referrals.

Here are some ideas for brainstorming your business name:

• Short, unique, and catchy names tend to stand out
• Names that are easy to say and spell tend to do better
• The name should be relevant to your product or service offerings
• Ask around — family, friends, colleagues, social media — for suggestions
• Including keywords, such as “radio” or “music”, boosts SEO
• Choose a name that allows for expansion: “Spectrum FM” over “Hip Hop Haven” or “Country Roads Radio”
• Avoid location-based names that might hinder future expansion
• Use online tools like the Step by Step business name generator. Just type in a few keywords and hit “generate” and you’ll have dozens of suggestions at your fingertips.

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that set your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create a Radio Station Business Plan

Every business needs a plan. This will function as a guidebook to take your startup through the launch process and maintain focus on your key goals. A business plan also enables potential partners and investors to better understand your company and its vision:

• Executive Summary: Summarize your radio station’s mission, target audience, programming content, and how it will achieve success in the market.
• Business Overview: Describe the type of radio station you are launching, including the format, target demographic, and the community it serves.
• Product and Services: List the programming and services offered, such as music, talk shows, news, and advertising opportunities for businesses.
• Market Analysis: Evaluate the listener demographics, market trends, and demand for radio content in your intended broadcast area.
• Competitive Analysis: Identify other local radio stations and digital alternatives, highlighting how your station will capture market share.
• Sales and Marketing: Explain your strategies for attracting listeners and advertisers, and how you will promote your station’s brand.
• Management Team: Detail the expertise and roles of key team members who will manage the station’s operations and growth.
• Operations Plan: Outline the day-to-day operations, including broadcasting, staff management, and listener engagement.
• Financial Plan: Provide an overview of start-up costs, revenue streams, and financial projections for your station.
• Appendix: Include any additional documents, such as your FCC license, equipment inventory, or partnership agreements that support your business plan.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business!

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to radio stations. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state.

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your radio station will shape your taxes, personal liability, and business registration requirements, so choose wisely.

Here are the main options:

• Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
• General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
• Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
• C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
• S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC, which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization, and answer any questions you might have. 

Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number, or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN.

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

• Bank loans: This is the most common method, but getting approved requires a rock-solid business plan and strong credit history.
• SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan.
• Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
• Venture capital: Offer potential investors an ownership stake in exchange for funds, keeping in mind that you would be sacrificing some control over your business.
• Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
• Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
• Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best options, other than friends and family, for funding a radio station. You might also try crowdfunding if you have an innovative concept.

Step 8: Apply for Radio Station Business Licenses and Permits

Starting a radio station requires obtaining a number of licenses and permits from local, state, and federal governments.

Federal regulations, licenses, and permits associated with starting your business include doing business as, health license and permit from the Occupational Safety and Health Administration (OSHA), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits.

You will need to apply for a frequency, a radio station license, and a broadcast permit from the FCC.

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package. They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you will need a place to keep it, and that requires opening a bank account.

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your radio station as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to consider your options to choose the best plan that works for you. Once you choose your bank, you’ll need to bring your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and any other legal documentation that proves your business is registered.

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet is vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

• General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
• Business Property: Provides coverage for your equipment and supplies.
• Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
• Worker’s compensation: Provides compensation to employees injured on the job.
• Property: Covers your physical space, whether it is a cart, storefront, or office.
• Commercial auto: Protection for your company-owned vehicle.
• Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
• Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of any of the above insurance types.

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business.

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks. We examine several of them below.

You may want to use radio broadcasting software such as RadioDJ, Playit Live, or ProppFrexx to automate your programming and integrate your advertising.

Accounting

• Popular web-based accounting programs for smaller businesses include Quickbooks, Freshbooks, and Xero.
• If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using services like WordPress, Wix, or Squarespace. This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. These are steps that help pages rank higher in the results of top search engines like Google. 

Marketing

Starting a radio station can be an exciting venture, and effective marketing is crucial for building an engaged audience. Here are some practical strategies to boost your radio station’s visibility:

1. Partnerships and Collaborations: Forge partnerships with local businesses, event organizers, and influencers to cross-promote each other, expanding your reach and attracting new listeners through shared promotions.
2. Unique Content and Segments: Differentiate your station with exclusive content, special segments, or themed shows to capture audience interest and create a distinct identity in the competitive radio landscape.
3. Interactive Social Media Engagement: Leverage social media platforms to interact with your audience in real-time, host polls, and run contests, creating a sense of community and encouraging listener participation.
4. Street Teams and Events: Deploy street teams to distribute promotional materials in high-traffic areas and organize or sponsor local events, connecting with your target audience in person and leaving a memorable impression.
5. Mobile Marketing: Optimize your marketing for mobile devices, utilizing SMS campaigns, mobile ads, and location-based targeting to capture the attention of potential listeners on the go.
6. User-Generated Content: Encourage listeners to create and share content related to your station, whether it’s song recommendations, shoutouts, or creative submissions, fostering a sense of involvement and word-of-mouth promotion.
7. Localized SEO Strategies: Implement local SEO techniques to ensure your station appears in local search results, helping potential listeners discover your station when searching for relevant content in your area.
8. Radio Jingles and Merchandising: Create catchy radio jingles that stick in people’s minds, and consider selling branded merchandise to not only generate revenue but also serve as mobile advertisements for your station.
9. Data Analytics for Targeting: Utilize data analytics to understand listener demographics and preferences, allowing you to tailor your marketing strategies for maximum impact on your specific target audience.
10. Community Sponsorships: Sponsor local community events, sports teams, or charitable activities to align your station with community values, fostering goodwill and gaining exposure to a broader audience.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your radio station meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your radio station business could be:

• The best comedy podcasts and pop music
• The best [your music genre here] way to start your day
• All talk, all the time — podcast paradise

Networking

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a radio station, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in radio stations for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in radio stations. You’ll probably generate new customers or find companies with which you could establish a partnership. Online businesses might also consider affiliate marketing as a way to build relationships with potential partners and boost business.

Step 12: Build Your Team

If you’re starting out small from a home-based studio, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for a radio station would include:

• General Manager – scheduling, ordering, hiring and firing, etc
• DJs – play music, interview guests, entertain the audience
• Production Assistant – help produce programming
• Sales Lead – sell ad time to advertisers
• Marketing Lead – social media marketing, SEO, content creation

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need.

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed, Glassdoor, or ZipRecruiter. Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run a Radio Station – Start Making Money!

Starting a radio station gives you the opportunity for a fun lifestyle with the potential to make a good living, and to grow your company into something great. Some challenges exist, but tools and resources are available to help you overcome them. 

Creating a unique concept with in-demand programming like podcasts is the key, since the number of podcast listeners in the US has more than doubled in the last five years. This could also jumpstart your word-of-mouth marketing within your niche market.

Now that you have the information you need, it’s time to get started on your journey!