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Companies that engage in soliciting advertising for radio stations are known as radio station representatives. Radio station representatives are also called "rep firms." Radio station representatives sell advertising time or space on broadcast radio. Most radio stations do have their own personnel to handle sales within their respective markets. However, national radio station representatives are often called in to sell commercial time to clients outside a local market. This sales arrangement works well due to economies of scale, since it would be too costly for every radio station to have its own sales staff in every major market across the country.
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