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.

SELLING RADIO PB

Author: SMULYAN SUSAN

Publisher: Smithsonian

ISBN: 9781560986867

Page: 223

View: 323

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.

Media Selling

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 ...

Media Selling

Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 1119477395

Page: 576

View: 695

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.

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 ...

Selling Electronic Media

Author: Ed Shane

Publisher: CRC Press

ISBN: 1136026266

Page: 488

View: 709

"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.

Radios Niche Marketing Revolution FutureSell

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.

Radios Niche Marketing Revolution FutureSell

Author: Ashley Herweg

Publisher: Taylor & Francis

ISBN: 1136026819

Page: 288

View: 570

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

Selling Mrs Consumer

C. Frederick , Selling Mrs. Consumer , 50 . 51. Marguerite Mooers Marshall , “ Radio - Phone Homekeeping Will Relieve Housewife's Monotony , Simplify Labors ...

Selling Mrs  Consumer

Author: Janice Williams Rutherford

Publisher: University of Georgia Press

ISBN: 9780820324807

Page: 283

View: 323

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.

The Selling Sound

See Smulyan, Selling Radio, 60, 144. ≥≠ Smulyan, Selling Radio, 39, 60–61; National Broadcasting Company, Broadcasting, vol. 2, 4–6.

The Selling Sound

Author: Diane Pecknold

Publisher: Duke University Press

ISBN: 0822390302

Page: 312

View: 149

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.

Selling Sounds

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.

Selling Sounds

Author: David Suisman

Publisher: Harvard University Press

ISBN: 0674054687

Page: 368

View: 272

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.

Selling the Sixties

Selling the Sixties includes previously unseen evidence from the pirates' archives, revealing interviews and an unrivalled selection of rare audio materials.

Selling the Sixties

Author: Robert Chapman

Publisher: Routledge

ISBN: 1134896247

Page: 312

View: 151

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.

Selling the Air

A Critique of the Policy of Commercial Broadcasting in the United States Thomas Streeter. founded Marconi Company set out to make a profit by selling radio ...

Selling the Air

Author: Thomas Streeter

Publisher: University of Chicago Press

ISBN: 0226777227

Page: 336

View: 414

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.

Keith s Radio Station

Herweg, G.W. and Herweg, A.P., Making More Money Selling Radio Advertising without Numbers,NAB, Washington, D.C.,1995. Hoffer, J. and McRae,J., ...

Keith s Radio Station

Author: John Allen Hendricks

Publisher: CRC Press

ISBN: 1136027858

Page: 503

View: 772

Keith's Radio Station offers a concise and insightful guide to all aspects of radio operations, explaining the functions performed within every professionally managed station. Now in its ninth edition, this book continues its long tradition of guiding readers to a solid understanding of who does what, when, and why. This new edition explains what "radio" in America has been, where it is today, and where it is going. Covering the basics of how programming is produced, financed and delivered across a spectrum of technologies, including the newest technological trends such as streaming and podcasting, satellite, and HD Radio, John Allen Hendricks and Bruce Mims argue that the future of radio remains bright and strong as it continues to evolve with emerging technologies. New to this edition: New and updated essays from industry leaders discussing how radio is evolving in an era of rapidly changing technology A thorough examination of Internet radio, online music services, and mobile listening devices An analysis of how new technologies have fragmented the advertising dollar A discussion of station website content and promotional usage of social media A revised examination of technologically advanced strategies used in traffic and billing departments Updated, full-color photos and illustrations. The new companion website features content for both students and instructors, including an instructors’ manual, lecture slides, test questions, audio examples of key concepts, quizzes for students, and links to further resources.

The Radio Handbook

New "1948" Seventh Edition NOW READY The Only Book of Its Kind in the World — and one of the world's largest-selling radio books.

The Radio Handbook

Author:

Publisher:

ISBN:

Page:

View: 980

Successful Seminar Selling

TELEVISION AND RADIO ADVERTISING Television advertising is likely to be well out of reach of most small businesses until digital television becomes much ...

Successful Seminar Selling

Author: Philip Calvert

Publisher: How To Books Ltd

ISBN: 9781857039665

Page: 196

View: 465

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.

Selling Radio

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 ...

Selling Radio

Author: Susan Smulyan

Publisher:

ISBN: 9781560983125

Page: 223

View: 842

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.

Media Selling

A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the ...

Media Selling

Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 1444359274

Page: 616

View: 887

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

The Art of Selling Your Business

26 John Warrillow, “Deciding When to Sell,” Built to Sell Radio, podcast, September 20, 2019, https://builttosell.com/radio/episode-199/ 27 John Warrillow, ...

The Art of Selling Your Business

Author: John Warrilow

Publisher: Greenleaf Book Group

ISBN: 1733478167

Page: 256

View: 217

Freedom. It's the ability to do whatever you want, whenever you want. It's the ultimate reward of selling your business. But selling a company can be confusing, and one wrong step can easily cost you dearly. The Art of Selling Your Business: Winning Strategies & Secret Hacks for Exiting on Top is the last in a trilogy of books by author John Warrillow on building value. The first, Built to Sell, encouraged small business owners to begin thinking about their business as more than just a job. The Automatic Customer tagged recurring revenue as the core element in a valuable company and provided a blueprint for transforming almost any business into one with an ongoing annuity stream. Warrillow completes the set with The Art of Selling Your Business. This essential guide to monetizing a business is based on interviews the author conducted on his podcast, Built to Sell Radio, with hundreds of successfully cashed-out founders. What's the secret for harvesting the value you've created when it's time to sell? The Art of Selling Your Business answers important questions facing any founder, including— • What's your business worth? • When's the best time to sell? • How do you create a bidding war? • How can you position your company to maximize its attractiveness? • Who will pay the most for your business? • What’s the secret for punching above your weight in a negotiation to sell your company? The Art of Selling Your Business provides a sleeves-rolled-up action plan for selling your business at a premium by an author with consummate credibility.

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 ...

Selling the Silver Bullet

Author: Avi Santo

Publisher: University of Texas Press

ISBN: 1477303979

Page: 331

View: 786

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.

Selling Righteously

In selling radio advertising, many of my prospects were professional buyers at advertising agencies. At times, these buyers would put together advertising ...

Selling Righteously

Author: Michael P. Hamer

Publisher: WestBow Press

ISBN: 1973626047

Page: 240

View: 550

“Hamer clearly knows the business of selling. Rich with Scripture verses and biblical principles, this is a book that believers who are in sales will study and refer to often.” Bruce K. Bell, Ph.D., Associate Dean of Liberty University’s College of General Studies and former Dean of the School of Business “This is a must-read book for anyone who needs to improve their lot in life... because the greatest teachers sell education, the greatest preachers sell faith and the greatest parents sell their values on their children. Learn to sell from a master teacher who teaches the principles of the real Master Teacher!” Willie Jolley, Best Selling Author of A Setback Is A Setup For A Comeback and An Attitude of Excellence! “Selling requires a solid foundation of wisdom and knowledge. Author Michael P. Hamer taps into the world’s best source for sound information, the Bible, and connects us with that resource in a fresh way.” Jeff Arnette, Executive Producer & Host of The Arnette Report Selling Righteously is the first book that explains how to apply biblical wisdom to all aspects of selling: prospecting, questioning, presenting, closing, servicing, and handling objections. Anyone using this book to increase their income and improve their business relationships should be extremely satisfied. However, the primary reasons for Selling righteously revolve around accountability. Each of us must appear before the judgment seat of Christ to account for everything done. Everyone needs their accountability appearance to reap heavenly rewards. It makes the reasons for Selling Righteously heavenly. (2Corinthians 5:10) For we must all appear before the judgment seat of Christ, that each one may receive what is due him for the things done while in the body, whether good or bad.

Broadcasting

Radi selling , he says , “ is still the last frontie crazy about radio for creative selling . " after all these years In hiring , Mr. Boden says , he looks ...

Broadcasting

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Publisher:

ISBN:

Page:

View: 186