Refine your search for decision-makers
Go outside your radio station and ask the first person that comes by: "Are you a manufacturer's rep?"
Source: Brandeis C. Hall, RAB
While this is one way to find the decision-makers you will need to start the process of developing new revenue from non-traditional sources, it's not one I'd highly recommend.
To find the prospects and decision-makers you will need for developing your integrated Alternative Revenue campaigns, you will be looking for the Regional or District manager for the product you are trying to move in your area.