Traffic directors function just like traffic lights: they juggle the programming,
commercials and breaks, ensuring they start and stop at the correct times without any
accidents in a seamless communications flow. Rapidly evolving technology has redefined
this specialty. Traffic directors have ultimate responsibility for the daily broadcast log
generation and reconciliation, and oversee input and affidavit processes for all network
communications. They design and produce all required daily and weekly reports for sales
and management to include inventory, pacing, receivables and projections. They also
input client contracts for local and national advertising and create contract confirmations
for clients.

Good intradepartmental communication, especially with the sales staff, is essential to
maintaining a correct accounting of commercial inventory and providing billing
information. The traffic department will fall under “programming” if the station has
constantly changing programming; otherwise, it’s part of “sales.”