College radio vs. corporate radio: which is better?

By Leslie Baer

When you’re driving in your car, flipping through the stations, what do you prefer to listen to? The current hits and old classics that we hear almost every day, or something more underground that can always be a surprise?

This is part of what divides corporate radio, which usually consists of stations owned in clusters by a big commercial conglomerate, from college or independent radio, which is a station run by either a college or an individual or group of individuals. Some other differences include:

  • finances
  • wattage (signal power)
  • music selection
  • employment
Aside from ownership, probably the biggest difference between a corporate station and a station like WBNY is finances. A corporate station receives all of its funding through promotional events, such as remote or full live broadcasts and appearances at concerts and clubs. WBNY receives only $20,000 a year and its funding comes from the USG Student Activity Fee. Also, none of WBNY’s employees are paid—it’s strictly on a volunteer basis. All employees of corporate media are paid (excluding interns).

Also, the signal power sent out by the station strongly affects listener base. WBNY only has 100 watts of power, and therefore can only be heard at Buffalo State College and the immediate surrounding area. (www.buffalostate.edu/wbny) However, 103.3 The Edge has 49,000 watts and can be heard from Batavia to Fredonia. Also, compare that with the wattage of 97 Rock (24,000 watts) and Oldies 104 (50,000 watts). (www.citadelcommunications.com)

At WBNY there are strict rules against playing anything that is not underground. The DJ’s are not allowed to play anything that is considered “Top 40.”

“Basically we couldn’t play ‘Superman’ by Eminem, but we could play a no-name artist like Yasmeen,” said Jackie Curto, public affairs director at WBNY and promotions assistant at Citadel Communications, which own 103.3 The Edge, Wild 101, 97 Rock, and Oldies 104.

At a corporate station, the programming director picks out all of the music and it’s usually based on requests and popularity. At a station that plays top hits such as Wild 101, it is also based on who’s at the top of the charts.

As far as working for the two types of stations, many people—especially college students—may enjoy working for a college station better because of the more relaxed atmosphere.

While a corporate station may be more organized and more professional, this also adds more stress because there is always someone above you. “A corporate station is much harder to get things on time…so you have to be on the ball. At a college station you really don’t have anyone above you.
Maybe the general manager and the programming director, but that’s all.”

“Some people don’t like to work at a corporate radio station because of the rules. I should say strict rules. You have to do some tasks a certain way,” said Curto.

However, there are advantages to working for a corporate station that would benefit someone who is looking to seriously work in the business. First of all, employees are paid. Even an internship can often times turn into a paying job. Also, a corporate station has a much more professional attitude and working for one can provide a much better educational experience for working in the industry.

“I’ve learned more about radio and how things are run in my time working at a corporate station—it will be a year in May—than my time at a college station, (which is) almost two years,” said Curto.