You're a Listener and you don't get it...
Alcohol and Radio don't mix. Unfortunately, the two are inseparable.
Jocks drink to forget all the BS they go through on a daily basis: bad copy, clients that insist on doing their own spots, clients that write their own spots and record them at "their location". Then there is the pay thing and the pressure from the PD to "do a better job and get higher ratings".
Program Directors drink to forget all the BS they go through on a daily basis: not enough money to hire real air-talent, no budget for promotions that might actually get someone to listen and then fill out a diary CORRECTLY. The constant pressure from the sales staff to increase the commercial load of an already over saturated clock. The constant pressure from the General Manager to get higher ratings so sales can sell more bad commercials written and recorded by their clients.
Sales Managers drink to forget all the BS they go through on a daily basis: not enough minutes in the hour to sell the 40 sixty second spots they would like to have each hour, plus the 3 minute infomercial. Spots don't air when they should or not at all. Clients who insist on writing their own commercial copy and recording them. Then there is the whole pay thing. How will they ever get that new BMW or Lexus on the lousy commission the GM is paying them.
Sales people (Account Executives) drink because they are sales people and know they are selling a product that will not help the client in any way. Then there is the whole pay thing. How will they ever get that new BMW or Lexus on the lousy commission the Sales Manager is paying them.
The General Manager drinks because he's the only one who can afford quality liquor and after all, what else is there for him to do?
With all that alcohol flowing and the volatile personalities and egos involved, coffee is quite important.