The Radio Station : Broadcast, Satellite and Internet

Foreword by Lee Abrams Preface What's new to this edition Tip Sheet CHAPTER 1 State of the Fifth Estate In the Air-Everywhere A Household Utility A Toll on Radio Birth of the Networks Conflict in the Air Radio Prospers during the Depression Radio During World War II Television Appears A New Direction Radio Rocks and Roars FM's Ascent AM Stereo Noncommercial/Public Radio Proliferation and Frag-Out Profits in the Air Economics and Survival Consolidations, Downsizings, and Clusters Buying and Selling Digital and HD Radio Revolution Satellite and Cable Radio Internet Radio Mobile Music Services LPFM (Low Power FM) Radio and Government Regulations Jobs and Equality in Radio CHAPTER HIGHLIGHTS SUGGESTED FURTHER READING Chapter 2 Station Management Nature of the Business The Manager as Chief Collaborator What Makes a Manager? The Manager's Duties and Responsibilities Organizational Structure Managing the Cluster Human Resources Who Do Managers Hire? The Manager and the Profit Motive The Manager and the Community The Manager and the Government The Public File The Manager and Unions The Manager and Industry Associations Buying or Building a Radio Station CHAPTER HIGHLIGHTS APPENDIX: Code of Federal Regulations SUGGESTED FURTHER READING Chapter 3 Programming Program Formats The Programmer The Program Director's Duties and Responsibilities Programming a Cluster Operation Satellite Radio Programming Department Elements of Programming Station Websites, Podcasts, and Blogs The Program Director and the Audience The Program Director and the Music The Program Director and the FCC The Program Director and Upper Management CHAPTER HIGHLIGHTS APPENDIX: A Station Owner Airchecks his Programming SUGGESTED FURTHER READING Chapter 4 Sales Commercialization: A Retrospective Selling Airtime Becoming an Account Executive The Sales Manager Radio Sales Tools Points of the Pitch Levels of Sales Spec Spots Objectives of the Buy Prospecting and List Building Planning the Sales Day Selling with and without Numbers Advertising Agencies Rep Companies Website and Podcast Selling Nontraditional Revenue Trade-Outs CHAPTER HIGHLIGHTS APPENDIX: A Station Owner Conveys his Sales Philosophy to His Manager SUGGESTED FURTHER READING Chapter 5 News News from the Start News and Today's Radio The Newsroom The All-News Station The Electronic Newsroom The News Director What Makes a Newsperson? Preparing the News Story Organizing the Newscast Wire and Internet Services Radio Network News Radio Sportscasts Radio News and the FCC News Ethics Traffic Reports News in Music Radio CHAPTER HIGHLIGHTS SUGGESTED FURTHER READING Chapter 6 Research Who Is Listening? The Ratings and Survey Services Qualitative and Quantitative Data Portable People Meter (PPM) In-House Research Techniques Research Deficits How Agencies Buy Radio Careers In Research The Future of Research in Radio CHAPTER HIGHLIGHTS APPENDIX 6A: Glossary of Terms APPENDIX 6B: Direct Marketing Results Rely on Research Data to Present its Marketing Goals. Courtesy DMR SUGGESTED FURTHER READING Chapter 7 Promotion Past and Purpose Promotions Practical and Bizarre The Promotion Director's/Manager's Job Whom Promotion Directors Hire Types of Promotion Sales Promotion Research and Planning Budgeting Promotions Promotions and the FCC Broadcast Promotion and Marketing Executives CHAPTER HIGHLIGHTS SUGGESTED FURTHER READING Chapter 8 Traffic and Billing The Air Supply The Traffic Manager The Traffic Manager's Credentials Directing Traffic Traffic in Clusters Billing The FCC and Traffic CHAPTER HIGHLIGHTS SUGGESTED FURTHER READING Chapter 9 Production A Spot Retrospective Formatted Spots The Production Room The Studios Digital Editing Copywriting Announcing Tips Voice-Tracking The Sound Library CHAPTER HIGHLIGHTS SUGGESTED FURTHER READING Chapter 10 Engineering Pioneer Engineers Radio Technology AM/FM Satellite and Internet Radio Digital Audio Broadcasting (DAB) Smart Receivers Becoming an Engineer The Engineer's Duties Station Log Emergency Alert System Automation Posting Licenses and Permits CHAPTER HIGHLIGHTS APPENDIX: Federal Communications Commssion's Fact Sheet SUGGESTED FURTHER READING Chapter 11 Consultants and Syndicators Radio Aid Consultant Services Consultant Qualifications Consultants: Pros and Cons Program Suppliers Syndicator Services Hardware Requirements and Quality CHAPTER HIGHLIGHTS APPENDIX: Station Critique SUGGESTED FURTHER READING Afterword Jay Williams, Jr. The Future of Radio Glossary Index