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Companies who want to leverage their advertising dollars often turn to radio stations and broadcasting companies to help them advertise. Some radio stations are independently owned and operated, however many are owned by a large broadcasting company and own up to 180 radio stations and many different states. Radio stations have different programming formats depending on the market they are in. That broadcasting company usually leaves the radio station's format planning to the local radio station's program director. The radio station's program director is usually more familiar with the local tastes within the broadcast area of the radio station.
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