Susan Smulyan argues that the emergence of commercialized broadcasting was not an inevitable development but rather the result of a bitter struggle over the form and content of the new technology.
Author: SMULYAN SUSAN
And now a word from our sponsor.... When the first radio stations signed on in the 1920s, this phrase was unknown to listeners. Fifteen years later, however, advertising ruled the airwaves. Selling Radio recounts the initial difficult coupling of broadcasting and advertising, shows how the triumph of advertising transformed the content of radio programming, and exposes the complicity of business, technology, and government in reducing the promise of radio to the adage that "time is money". Susan Smulyan argues that the emergence of commercialized broadcasting was not an inevitable development but rather the result of a bitter struggle over the form and content of the new technology. Initially schools, churches, and small businesses sponsored stations, broadcasting local sporting events and such home-grown comedy and musical acts as "The Happiness Boys". In the mid-1920s, the enthusiasm that greeted the idea of a national broadcasting system quickly soured with the announcement that wired networks using ATandT's long lines would be financed by selling radio time to advertisers. Early opponents of commercial radio included not only listeners but also station owners, educators, religious leaders, and Secretary of Commerce Herbert Hoover, all of whom decried the "worthless stuff" of advertising. Even prospective advertisers doubted that radio ads would work. Selling Radio describes how the radio industry overcame the opposition and in the process dramatically altered the content of broadcasting. As listeners were reduced to consumers, folksy regional programs were replaced with slick, fully scripted shows and schedules created by sponsors to attract a nationwide audience. With the passage ofthe Communications Act of 1934, the paradigm of commercial-driven programming was established and later adopted without question by the next great communications technology - television.
Programs on stations supported through the sale of time soon became selling
vehicles only, while the advertisements took up more and more broadcast time.
Many of those involved in early radio saw this difference quite clearly and
Author: Susan Smulyan
Publisher: Smithsonian Inst Press
"Susan Smulyan argues that the emergence of commercialized broadcasting was not an inevitable development but rather the result of a bitter struggle over the form and content of the new technology.
If the response is favorable , this is a good selling point in trying to attract the
attention of a larger station . ... The beginner will be several steps ahead of his
competitors if he makes an effort to become acquainted with the radio field . He
of the current state of radio and reflects some overall trends that in all ... They had to sell creatively and emphasize radio's effectiveness based on the ...
Author: Charles Warner
Publisher: John Wiley & Sons
Category: Social Science
The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.
The rewards of selling radio in the age of 10-, 15-, and 30-second "spotlets” (John Emmerling's word) include the fact that radio still offers an affordable ...
Author: Ed Shane
Publisher: CRC Press
Category: Language Arts & Disciplines
"Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them." Diane Sutter, President and CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, Texas This is the definition of sales used throughout Ed Shane's comprehensive and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer. Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical advice in the basics of selling: · prospecting · qualifying · needs analysis · presentations · answering objections · closing · relationship management Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet. Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach. Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.
PROMPT PICKUP AND DELIVERY SERVICE . ELECTRIC REPAIRS SHOP WIZZ
BANG RADIOS No matter what merchandise you stock , you are selling comfort ,
convenience , entertainment , and / or pleasure . C34 C35 A New 88-108mc .
Author: Janice Williams RutherfordPublish On: 2003-01-01
C. Frederick , Selling Mrs. Consumer , 50 . 51. Marguerite Mooers Marshall , “ Radio - Phone Homekeeping Will Relieve Housewife's Monotony , Simplify Labors ...
Author: Janice Williams Rutherford
Publisher: University of Georgia Press
This first book-length treatment of the life and work of Christine Frederick (1883-1970) reveals an important dilemma that faced educated women of the early twentieth century. Contrary to her professional role as home efficiency expert, advertising consultant, and consumer advocate, Christine Frederick espoused the nineteenth-century ideal of preserving the virtuous home--and a woman's place in it. In an effort to reconcile her desire to succeed in the public sphere of modernization and consumerism with the knowledge that most middle-class Americans still held traditional beliefs about gender roles, Frederick fashioned a career for herself that encouraged other women to remain at home. With the rise of home economics and scientific management, Frederick--college-educated but confined to the drudgery of housework--devised a plan for bringing the public sphere into the domestic. Her home would become her factory. She learned how to standardize tasks by observing labor-saving devices in industry and then applied this knowledge to housework. She standardized dishwashing, for example, by breaking the job into three separate operations: scraping and stacking, washing, and drying and putting away. Determined to train women to become proficient homemakers and efficient managers, Frederick secured a job writing articles for the Ladies' Home Journal. A professional career as home efficiency expert later expanded to include advertising consultant and consumer advocate. Frederick assured male advertisers that she knew women well and promised to help them sell to "Mrs. Consumer." While Frederick sought the power and influence available only to men, she promoted a division of labor by gender and therefore served the fall of the early-twentieth-century wave of feminism. Rutherford's engaging account of Christine Frederick's life reflects a dilemma that continues to affect women today--whether to seek professional gratification or adhere to traditional family values.
This growth , to some extent at least , offsets declines in share of audience that a
given medium ( like radio ) might experience , thus ... This will be one way of
meeting the need which will become greater as time goes by to sell radio
See Smulyan, Selling Radio, 60, 144. ≥≠ Smulyan, Selling Radio, 39, 60–61; National Broadcasting Company, Broadcasting, vol. 2, 4–6.
Author: Diane Pecknold
Publisher: Duke University Press
Few expressions of popular culture have been shaped as profoundly by the relationship between commercialism and authenticity as country music has. While its apparent realism, sincerity, and frank depictions of everyday life are country’s most obvious stylistic hallmarks, Diane Pecknold demonstrates that commercialism has been just as powerful a cultural narrative in its development. Listeners have long been deeply invested in the “business side” of country. When fans complained in the mid-1950s about elite control of the mass media, or when they expressed their gratitude that the Country Music Hall of Fame served as a physical symbol of the industry’s power, they engaged directly with the commercial apparatus surrounding country music, not with particular songs or stars. In The Selling Sound, Pecknold explores how country music’s commercialism, widely acknowledged but largely unexamined, has affected the way it is produced, the way it is received by fans and critics, and the way it is valued within the American cultural hierarchy. Pecknold draws on sources as diverse as radio advertising journals, fan magazines, Hollywood films, and interviews with industry insiders. Her sweeping social history encompasses the genre’s early days as an adjunct of radio advertising in the 1920s, the friction between Billboard and more genre-oriented trade papers over generating the rankings that shaped radio play lists, the establishment of the Country Music Association, and the influence of rock ‘n’ roll on the trend toward single-genre radio stations. Tracing the rise of a large and influential network of country fan clubs, Pecknold highlights the significant promotional responsibilities assumed by club organizers until the early 1970s, when many of their tasks were taken over by professional publicists.
Culligan , Matthew J . Getting Back to the Basics of Selling . New York : Crown ,
1981 . ... Winning Moves : The Body Language of Selling . New York : Warner ...
Making More Money Selling Radio Advertising without Numbers . Washington , D
Author: Michael C. Keith
Publisher: Focal Press
Updating and expanding a classic text, 'The Radio Station' includes new sections on radio and the Internet, AM stereo, cable and satellite radio, niche formats, mergers and consolidations and provides insight into an ever-changing field.
The commercial development of radio began in earnest in 1922, although as had been ... Driving this change initially was the goal of selling radio hardware.
Author: David Suisman
Publisher: Harvard University Press
Category: Business & Economics
From Tin Pan Alley to grand opera, player-pianos to phonograph records, David Suisman explores the rise of music as big business and the creation of a radically new musical culture. Provocative, original, and lucidly written, Selling Sounds reveals the commercial architecture of America’s musical life.
Research directors today want personnel who see a future in the highly
specialized but unglamorous field of radio research . Thank you . MA JOR ... This
, of course , is a myth . A man selling radio time in New York ( and it is only about
Fourteen station group seeks recent college grad with commercial selling
experience and / or / 1 - 2 years street sales with outstanding ... If you want to
make sales your career we ' ll teach you a new exciting , prof . itable way to sell radio .
Articles do not necessarily have to deal with the methods used by the larger radio
and music dealers . Many of the smaller merchants selling radio sets , parts and
supplies are doing effective workand whatever methods and plans they may be ...
Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers.
Author: Ashley Herweg
Publisher: Taylor & Francis
Category: Language Arts & Disciplines
Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies. FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations. Your clients don't want to buy advertising¦period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers. The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future. Godfrey W. and Ashley Page Herweg are radio management consultants, international seminar leaders, sales trainers, and researchers specializing in niche marketing and focus group studies. They have successful backgrounds in, radio, television, and print production, and media buying and sales at the international, national, regional, and local levels. The Herwegs have owned, operated, and managed radio stations in small, medium, and large markets. The Herwegs have also co-authored, Making More Money Selling Radio Advertising Without Numbers and Recruiting, Interviewing, Hiring, and Developing SUPERIOR SALESPEOPLE
The next section focuses on the emergence of broadcasting in the 1920s, emphasizing the extent to which the crucial events of that period were a working out ...
Author: Thomas Streeter
Publisher: University of Chicago Press
Category: Performing Arts
In this interdisciplinary study of the laws and policies associated with commercial radio and television, Thomas Streeter reverses the usual take on broadcasting and markets by showing that government regulation creates rather than intervenes in the market. Analyzing the processes by which commercial media are organized, Streeter asks how it is possible to take the practice of broadcasting—the reproduction of disembodied sounds and pictures for dissemination to vast unseen audiences—and constitute it as something that can be bought, owned, and sold. With an impressive command of broadcast history, as well as critical and cultural studies of the media, Streeter shows that liberal marketplace principles—ideas of individuality, property, public interest, and markets—have come into contradiction with themselves. Commercial broadcasting is dependent on government privileges, and Streeter provides a searching critique of the political choices of corporate liberalism that shape our landscape of cultural property and electronic intangibles.
TELEVISION AND RADIO ADVERTISING Television advertising is likely to be well out of reach of most small businesses until digital television becomes much ...
Author: Philip Calvert
Publisher: How To Books Ltd
Category: Business & Economics
CONTENTS: Part 1 - Successful Seminar Selling - How To Plan, Prepare and Market Your Events 1.1 Problems Facing Small Businesses 1.2 The Need to Change and Adapt 1.3 The Benefits of Seminar selling 1.4 Planning Your Seminars and Workshops 1.5 The Golden Rules of Marketing Your Seminars 1.6 Offline and online marketing and promotion 1.7 How to Dramatically Increase Your Profits from Seminars 1.8 How to Create Information-Based Products - Quickly Part 2 - Getting Your Business Message Across with Impact, Power and Authority 2.1 Presentation is Everything 2.2 Confidence 2.3 Clarity 2.4 Conviction 2.5 Connection Part 3 - What Happens Next? 3.1 Getting Feedback 3.2 Following Up Afterwards to Maximize Sales and Profits. Some Final Thoughts.
A crucial underlying theme of the campaignwas the emphasis on selling Radio London as a respectable business proposition. The station's management were keen ...
Author: Robert Chapman
Category: Language Arts & Disciplines
Was it a non-stop psychedelic party or was there more to pirate radio in the sixties than hedonism and hip radicalism? From Kenny Everett's sacking to John Peel's legendary `Perfumed Garden' show, to the influence of the multi-national ad agencies, and the eventual assimilationof aspects of unofficial pop radio into Radio One, Selling the Sixties examines the boom of private broadcasting in Britain. Using two contrasting models of pop piracy, Radios Caroline and London, Robert Chapman sets pirate radio in its social and cultural context. In doing so he challenges the myths surrounding its maverick `Kings Road' image, separating populist consumerism from the economic and political machinations which were the flipside of the pirate phenomenon. Selling the Sixties includes previously unseen evidence from the pirates' archives, revealing interviews and an unrivalled selection of rare audio materials.
Who Will Sell Radio ? Manufacturers are confronted with numerous sales
problems . Who will sell radio ? Certain fundamentals seem clear . Radio is too
important to be successfully handled as a side line . A wholesaler or a dealer
may , if he ...