To help with the curriculum development of college broadcasting programs, a survey was administered to 375 radio station managers in major, medium, and small midwest markets. Designed to establish the vocational needs of radio stations, determine and prioritize entry level broadcasting skills, and identify characteristics of success for long-term industry employees, the survey indicated that higher education broadcasting should give students the following: (1) a well-rounded education with coursework in business and broadcasting; (2) experience at a commercial radio station, possibly through a college internship program; (3) opportunity to develop communication skills; and (4) a program reflecting state-of-the-art broadcasting technology. Underlying the study was the assumption that commercial broadcasters and professional educators must work together to create an effective educational program for people seeking careers in broadcasting. (The survey instrument and results are appended.) (MM)