A comprehensive resource of American radio history including over 100 authors and covering over 600 different topics, cross-referenced and indexed. Entries are arranged alphabetically and written by some of the leading scholars of the discipline. Each entry contains references for further study as well as internet source materials where possible. Not the how-to recipe approach of most radio programming books, but a survey of principles that programmers can adapt and apply to improve the station's quality of service and strength in the market. Discusses creating a station identity, leading an airstaff, music and news as programming weapons, promoting the station, ratings, sales, engineering, the FCC, career goals, and other dimensions of the job.
Managers can also find criteria for hiring a programmer or guiding one without stifling creativity.
It is beneficial to students, broadcasters and anyone who is interested in learning about and understanding radio. A comprehensive guide for advertisers, advertising agencies, and people who want to sell them time on the radio. Schulberg, with a long career in the radio business, spices up the text with anecdotes and humor. He outlines radio's history and technology, then explains such matters as ratings, creativity, response, format, segmenting markets, direct response, co-op advertising, and integrating radio advertising into an overall communications plan. All files are on the Roland website and are in PDF format.