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 ...
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.
" 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
Category: Corporate sponsorship
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 AT & T'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 of the Communications Act of 1934, the paradigm of commercial-driven programming was established and later adopted without question by the next great communications technology - television.
Selling Radio Telephone Outfits Hundreds of Thousands of Dollars Are Being
Spent For Radio Outfits — A Logical Drug Store Side Line The Radio Department
at Cunningham's , Detroit THIS WAY TO THE RADIO DEPARTMENT Stairway ...
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 60
seconds. 3. Says RAB president Gary Fries, "Radio's unique attribute is intimacy
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.
Author: United States. Bureau of the CensusPublish On: 1970
Also included in this classification are establishments selling household
appliances , phonographs , radio and TV sets , and floor coverings provided the
receipts from sales of furniture and sleep equipment exceed those from sales of
Summary - Index of Articles on Radio Selling and Merchandising Published in
BROADCASTING , 1938 - 40 Inclusive , with Dates of Publication CHILigBee Co .
of Cle Automotive SELLING RADIO TO USED CAR DEALERS . By Lew Trennor ...
Cafeterias - Establishments primarily selling prepared foods and drinks for
consumption on the premises . ... Radio and television stores ( SIC 5732 ) —
Establishments primarily selling radios , television sets , record players , tape
By that time a radio receiving outfit will have been fied with the radio business as
a whole . They seemed to compresst into a space as small as the present - day
cameras , be of the opinion — and rightly so — that selling radio appa pocket ...
And many of the methods of selling which from the knowledge that there is a right
way existed quite generally a year ago and which and a wrong way to sell radio ,
we are gradually obtain in some stores at the present time . working out a ...
Joseph T. Lange (Continued from page 41) Radio Belongs in Sphere of Music
Any inclination to believe radio is ... Secretary-Treasurer, Steger & Sons Piano
Mfg. Co. sells radio as a musical instrument and knows better how to sell it as
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
RADIO for the ADVERTISER reaches than in cities not served with radio
advertising programs . ( 2 ) Radio advertised products are ... Does Radio Sell
casting to possible sales ( conservaof Ohio State University . 4192 homes Goods
Dealers who have sold and are selling electrical household appliances can well
try out the same ideas in selling radio . But it is best not to do it with the same
salespeople , if you can help it . The other end of your business will go slack if
... of the elec radio and gets his income from that end of the trical dealer
permitting him to sell radio equipment business ? ... think along there is a man
capable of selling $ 100 , $ 200 , $ 500 electrical lines , and to explain the
operation of radio ...
Just as you can get a list zde customers from a radio parts store while will help
you sell radio magazines , also yo 1,000 PAS TIULSANO OLLARS PER
TRIAREN can get names from a sporting goods stor for selling sporting
magazines , from a ...
... to Broadcasting Corporation , which controls every radio broadcasting station
in Great Britain , the every manufacturer selling Radio Times is the only
publication allowed to in the British market print complete radio programmes in
Ropresentatives wanted everywhere . Dept. 14 , Wholesale Distributors , 609
Division , Chicago . Agents Wanted in every city and town to sell standard radio
apparatus . Attractive discounts given . If interested , write us at once stating age
Some issues, 1943-July 1948, include separately paged and numbered section called Radio-electronic engineering edition (called Radionics edition in 1943).
How to Sell in 1980 . the 1980 ' s . Englewood Cliffs , N . J . : Heighton , Elizabeth
... Making More Money Think Big : Event Marketing for Radio . Selling Radio
Advertising Without Washington : NAB , 1994 . Numbers . Washington : NAB ,
Author: Michael C. Keith
Category: Business & Economics
Ten years after its original publication, The Radio Station, now in its fourth edition, is considered the standard work on this audio medium. It remains a concise and candid guide to the internal workings of radio stations and the radio industry. A comprehensive blueprint, this book details the functions performed successfully within every well-run station. Not only will readers understand how each job is best performed, they will know how it meshes with those of the rest of the radio station staff. For readers uncertain of career goals, this book provides a solid foundation in who does what, when, and why. In a fresh and engaging style, The Radio Station, Fourth Edition, details all departments within a radio station, including: Station management Programming Sales News Research promotion Traffic and billing Production Engineering Consulting and syndication The fourth edition updates and expands this classic text acclaimed by radio educators and practitioners from around the United States. New sections on radio and the Internet, AM stereo, cable and satellite radio, niche formats, mergers and consolidation, future prospects, and digital technology, as well as new illustrations, feature boxes and quotes from industry pros bring the reader into the present world of the radio station, providing insight into this ever-changing field. Michael C. Keith is professor of communication at Boston College. He has also taught at George Washington University, Emerson College, and Marquette University, and has served as chair of Education at the Museum of Broadcast Communications. He has also been employed by a dozen broadcast stations in positions ranging from manager and account executive to announcer and copywriter. He is the coauthor, with Robert L. Hilliard, of Global Broadcasting Systems and The Broadcast Century (both published by Focal Press) and the author of several books on radio including, Signals in the Air, the first book-length study of native broadcasting in America. -Most widely adopted text on the radio station -Praised by both industry and academe -The standard work on the subject of U.S. radio