SELLING RADIO PB

SELLING RADIO PB

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

Publisher: Smithsonian

ISBN: 1560986867

Category: History

Page: 223

View: 756

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.
Categories: History

Selling Radio Direct

Selling Radio Direct

A streetwise primer on a fundamental broadcast skill.

Author: Michael C. Keith

Publisher: Butterworth-Heinemann

ISBN: IND:30000038746412

Category: Business & Economics

Page: 117

View: 450

A streetwise primer on a fundamental broadcast skill. It gives readers the tools to become successful radio salespeople.
Categories: Business & Economics

Media Selling

Media Selling

of the current state of radio and reflects some overall trends that in all probability
will not be reversed in the near future. ... They had to sell creatively and
emphasize radio's effectiveness based on the medium's ability to stretch listeners'
 ...

Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 9781119477396

Category: Social Science

Page: 576

View: 176

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.
Categories: Social Science

Selling Electronic Media

Selling Electronic 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 60
seconds. 3. Says RAB president Gary Fries, "Radio's unique attribute is intimacy
with ...

Author: Ed Shane

Publisher: CRC Press

ISBN: 9781136026263

Category: Language Arts & Disciplines

Page: 488

View: 688

"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.
Categories: Language Arts & Disciplines

Radio

Radio

RADIO. REALITI. ES. GE'ITING STARTED The focus of this book primarily is
programming. That is the product we sell and where the creative process is
called upon to generate profit-making ideas. It's also the part of the industry
where I have ...

Author: Steve Warren

Publisher: Taylor & Francis

ISBN: 9780240806969

Category: Music

Page: 225

View: 923

An invaluable advantage over your competition, this "cheat-sheet" for the radio programmer includes practical advice regarding: Radio as a career--from tips on getting started to job negotiations Programming--talk radio and music, from format science to picking the hits Relationships with listeners--everything from staying in touch with your audience to public image Branding, marketing, and advertising the radio station Research--music tests, audience analysis, ratings, and more Practical information about management policies Radio realities--information on rules and regulations This latest edition has been updated to include: Important updates on an ever-evolving field Essential forms for radio station functions--production orders, personnel files, absentee reports, PSA schedules, format clocks, remote schedule, and more& to be accompanied by an on-line section of electronic forms for convenience Ideas for successfully programming in new radio formats like satellite, internet, and cable In such a competitive industry where formal training can be hard to come by, Radio: The Book, 4e, is a short-cut to the fast track for current and future programmers and program directors
Categories: Music

Selling the Silver Bullet

Selling the Silver Bullet

Susan Smulyan, Selling Radio: The Commercialization of American
Broadcasting, 1920–1934, 37. 33. Victoria Johnson, Heartland TV: Prime Time
Television and the Struggle for U.S. Identity, 41. 34. Alexander Russo, Points on
the Dial: ...

Author: Avi Santo

Publisher: University of Texas Press

ISBN: 9781477303979

Category: Performing Arts

Page: 331

View: 429

Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children's properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger's eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.
Categories: Performing Arts

Stadtgeschichten

Stadtgeschichten

Before Amos and Oprah : The Racial Politics of Early Chicago Radio , 1921 -
1935 Derek W. Vaillant Abstract The ... by Susan J. Douglas , Inventing American
Broadcasting , 1899 - 1922 , Baltimore 1987 ; Susan Smulyan , Selling Radio .

Author: Claudia Schnurmann

Publisher: LIT Verlag Münster

ISBN: 3825892549

Category: History

Page: 305

View: 361

Tales of Two Cities compares both metropolises and soon discovers differences as well as similarities. American and German experts from different fields (for example historians, geographers, architects, journalists or Americanists) join our 'guided tours' through Chicago and Hamburg. They introduce the reader to the sister cities as migration magnets and spaces of different interests. They discuss challenges and chances of urban life, city planning, safety measures or media cities within an Atlantic context. The volume includes contributions in German as well as English. Claudia Schnurmann is a researcher at the Department of History at the University of Hamburg (Germany). Iris Wigger is a researcher at the School of Sociology at University College in Dublin (Ireland).
Categories: History

Radio and Television Regulation

Radio and Television Regulation

NOTE ON SECOND ARY SOURCES The literature on broadcasting and
communications in the twentieth century is extensive; ... Press, 1993); Susan
Smulyan, Selling Radio: The Commercialization of American Broadcasting, 1920
-1934 ...

Author: Hugh R. Slotten

Publisher: JHU Press

ISBN: 080186450X

Category: History

Page: 308

View: 404

His discussion of the early years of radio examines powerful personalities - including navy secretary Josephus Daniels and commerce secretary Herbert Hoover - who maneuvered for government control of "the wireless." He then considers fierce competition among companies such as Westinghouse, GE, and RCA, which quickly grasped the commercial promise of radio and later of television and struggled for technological edge and market advantage. Analyzing the complex interplay of the factors forming public policy for radio and television broadcasting, and taking into account the ideological traditions that framed these controversies, Slotten sheds light on the rise of the regulatory state.
Categories: History

Making More Money

Making More Money

Author: Godfrey W. Herweg

Publisher:

ISBN: PSU:000026764535

Category: Radio advertising

Page: 128

View: 121

Categories: Radio advertising

Selling the Air

Selling the Air

A Revisionist History of Broadcasting , 1900-1934 What is found at the historical
beginning of things is not the inviolable identity of their origin ; it is the dissension
of other things . Michel Foucault Introduction The early history of radio in the ...

Author: Thomas Streeter

Publisher: University of Chicago Press

ISBN: 0226777219

Category: Performing Arts

Page: 336

View: 327

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.
Categories: Performing Arts

Making and Selling Culture

Making and Selling Culture

He is best known for his decade as chief executive officer and president of
National Public Radio. Well versed in foreign affairs, Mr. ... Commercial
broadcasting is not selling program, it is selling products. We sell programming.
Commercial ...

Author: Richard Ohmann

Publisher: Wesleyan University Press

ISBN: 0819553018

Category: Social Science

Page: 254

View: 296

An inside look at cultural industries, featuring interviews with key players from such companies as Twentiety-Century Fox, National Public Radio, and Coca-Cola.
Categories: Social Science

Boston Radio

Boston Radio

By the time the radio craze came along, the Shepard store was already selling
radio equipment. Both John Shepard Jr. and John Shepard III believed the time
was right for a radio station, and the Boston store seemed like the perfect place to
 ...

Author: Donna L. Halper

Publisher: Arcadia Publishing

ISBN: 9781439624142

Category: Performing Arts

Page: 128

View: 836

Boston’s radio history begins with pioneering station 1XE/WGI, one of America’s first radio stations, and includes the first station to receive a commercial license, WBZ; the first FM radio network, W1XOJ and W1XER; and one of the first news networks, the Yankee News Service. Nationally known bandleaders like Joe Rines and Jacques Renard were first heard on Boston radio, as was one of the first weathercasters, E. B. Rideout. The city has been home to a number of legendary announcers, such as Bob and Ray, Arnie Ginsburg, Dick Summer, Dale Dorman, and Charles Laquidara; talk show giants like Jerry Williams and David Brudnoy; and sports talkers like Eddie Andelman and Glenn Ordway. Many Boston radio personalities, such as Curt Gowdy, “Big Brother” Bob Emery, Don Kent, and Louise Morgan, found fame on television but first established themselves on Boston’s airwaves. Since 1920, Boston radio has remained vibrant, proving that live and local stations are as important as ever.
Categories: Performing Arts

Retail trade summary statistics 5 v

Retail trade  summary statistics  5 v

Furniture stores (SIC 5712) — Establishments primarily selling household
furniture, mattresses, springs, and other sleep equipment. Also included in this
classification are establishments selling household appliances, record players
and radio ...

Author: U.S. Bureau of the Census

Publisher:

ISBN: MINN:31951D02987775E

Category: Retail trade

Page:

View: 889

Categories: Retail trade

George Gallup in Hollywood

George Gallup in Hollywood

Herman Hettinger, A Decade of Radio Advertising (Chicago, Ill., University of
Chicago Press, 1933; rpt., New York: Arno ... Charles Hull Wolfe, "Radio
Audience Measurement," Advertising & Selling (July 1948): 37–38, 53, Webster
and Lichty, ...

Author: Susan Ohmer

Publisher: Columbia University Press

ISBN: 9780231511285

Category: Performing Arts

Page: 336

View: 260

George Gallup in Hollywood is a fascinating look at the film industry's use of opinion polling in the 1930s and '40s. George Gallup's polling techniques first achieved fame when he accurately predicted that Franklin D. Roosevelt would be reelected president in 1936. Gallup had devised an extremely effective sampling method that took households from all income brackets into account, and Hollywood studio executives quickly pounced on the value of Gallup's research. Soon he was gauging reactions to stars and scripts for RKO Pictures, David O. Selznick, and Walt Disney and taking the public's temperature on Orson Welles and Desi Arnaz, couples such as Fred Astaire and Ginger Rogers, and films like Gone with the Wind, Dumbo, and Fantasia. Through interviews and extensive research, Susan Ohmer traces Gallup's groundbreaking intellectual and methodological developments, examining his comprehensive approach to market research from his early education in the advertising industry to his later work in Hollywood. The results of his opinion polls offer a fascinating glimpse at the class and gender differences of the time as well as popular sentiment toward social and political issues.
Categories: Performing Arts

1967 Census of Business

1967 Census of Business

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
other ...

Author: United States. Bureau of the Census

Publisher:

ISBN: IND:30000102914862

Category: Retail trade

Page:

View: 594

Categories: Retail trade

1967 Census of Business

1967 Census of Business

Furniture stores ( SIC 5712 ) -Establishments primarily selling household
furniture , mattresses , springs , and other sleep equipment . ( Establishments
selling household appliances , record players , and radio and TV sets , are also
included if ...

Author:

Publisher:

ISBN: PSU:000073330097

Category: Retail trade

Page: 76

View: 735

Categories: Retail trade

Electric Sounds

Electric Sounds

... Control of U.S. Broadcasting, 1928–1935 (New York: Oxford UP, 1993); Susan
Smulyan, Selling Radio: The Commercialization of American Broadcasting, 1920
–1934 (Washington, D.C.: Smithsonian Institution Press, 1994); Michele Hilmes, ...

Author: Steve J. Wurtzler

Publisher: Columbia University Press

ISBN: 9780231510080

Category: Performing Arts

Page: 416

View: 571

Electric Sounds brings to vivid life an era when innovations in the production, recording, and transmission of sound revolutionized a number of different media, especially the radio, the phonograph, and the cinema. The 1920s and 1930s marked some of the most important developments in the history of the American mass media: the film industry's conversion to synchronous sound, the rise of radio networks and advertising-supported broadcasting, the establishment of a federal regulatory framework on which U.S. communications policy continues to be based, the development of several powerful media conglomerates, and the birth of a new acoustic commodity in which a single story, song, or other product was made available to consumers in multiple media forms and formats. But what role would this new media play in society? Celebrants saw an opportunity for educational and cultural uplift; critics feared the degradation of the standards of public taste. Some believed acoustic media would fulfill the promise of participatory democracy by better informing the public, while others saw an opportunity for manipulation. The innovations of this period prompted not only a restructuring and consolidation of corporate mass media interests and a shift in the conventions and patterns of media consumption but also a renegotiation of the social functions assigned to mass media forms. Steve J. Wurtzler's impeccably researched history adds a new dimension to the study of sound media, proving that the ultimate form technology takes is never predetermined. Rather, it is shaped by conflicting visions of technological possibility in economic, cultural, and political realms. Electric Sounds also illustrates the process through which technologies become media and the ways in which media are integrated into American life.
Categories: Performing Arts

The Radio Station

The Radio Station

Selling Personality In the quickly evolving media landscape, winning radio
personalities will save radio stations from advertiser erosion. Personality cannot
be duplicated. A hit music single cannot sell a product or compel a listener to
patronize ...

Author: Michael C Keith

Publisher: Taylor & Francis

ISBN: 9781136027932

Category: Language Arts & Disciplines

Page: 352

View: 408

This book is bible for beginning radio professionals: the complete, definitive guide to the internal workings of radio stations and the radio industry. Not only will you begin understand how each job at a radio station is best performed, you will learn how it meshes with those of the rest of the radio station staff. If you are uncertain of your career goals, this book provides a solid foundation in who does what, when, and why. The Radio Station details all departments within a radio station. Topics explained include satellite radio, Web radio, AM stereo, cable and podcasting. Also, mergers and consolidation, future prospects, new digital technologies. This edition is loaded with new illustrations, feature boxes and quotes from industry pros, bringing it all together for the reader. Going strong after 20 years The Radio Station is now in its eighth edition and long 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, explaining the functions performed successfully within every well-run station.
Categories: Language Arts & Disciplines

Electronic Media

Electronic Media

The Radio Corporation of America (RCA) began operation in October 1919 and
began running the radio stations ... In 1920, Westinghouse was still selling radio
sets that it manufactured and was looking for ways to increase radio set sales.

Author: Norman J. Medoff

Publisher: Taylor & Francis

ISBN: 9781136030413

Category: Language Arts & Disciplines

Page: 12

View: 330

Electronic Media connects the traditional world of broadcasting with the contemporary universe of digital electronic media. It provides a synopsis of the beginnings of electronic media in broadcasting, and the subsequent advancements into digital media. Underlying the structure of the book is a "See It Then, See It Now, See It Later approach that focuses on how past innovations lay the groundwork for changing trends in technology, providing the opportunity and demand for change in both broadcasting and digital media. FYI and Zoom-In boxes point to further information, tying together the immediate and long-ranging issues surrounding electronic media. Career Tracks feature the experiences of industry experts and share tips in how to approach this challenging industry. Check out the companion website at http://www.routledge.com/cw/medoff-9780240812564/ for materials for both students and instructors.
Categories: Language Arts & Disciplines

1963 Census of Business

1963 Census of Business

Radio and television stores (SIC 5732)—Establishments primarily selling radios,
television sets, record players, and tape recorders. Also included are
establishments selling furniture, sleep equipment, and household appliances
provided the ...

Author:

Publisher:

ISBN: PSU:000073243175

Category: Retail trade

Page: 565

View: 931

Categories: Retail trade