Table of Contents

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

About the Author

Michael C. Keith, Ph.D., ranks among the most prolific authors on the subject of broadcast media, in particular radio. He is a member of the Communication Department at Boston College and is author of over twenty books, including Voices in the Purple Haze, Signals in the Air, Talking Radio, Radio Cultures, and Sounds in the Dark. With Robert Hilliard he has co-authored The Broadcast Century and Beyond, Waves of Rancor, Dirty Discourse, Global Broadcasting Systems, and The Hidden Screen. With Christopher Sterling he co-authored Sounds of Change: FM Broadcasting in America. In addition, he is the author of numerous journal articles and has served in a number of editorial positions. He is the past Chair of Education for the Museum of Broadcast Communications, the inaugural chair of the Broadcast Education Association's Radio Division, and a former broadcaster.

He is the recipient of several honors, including the Distinguished Scholar Award given by the Broadcast Education Association in 2008, and the Stanton Fellow Award given by the International Radio Television Society. He is the author of a critically acclaimed memoir, The Next Better Place: A Father and Son on the Road (Algonquin Press), in 2003. Visit the author's website: www.michaelckeith.com.

Reviews

"As for myself, and I believe the vast majority of my peers, this text is considered 'the' text about radio station operations and the radio industry. Michael's reputation as a scholar and author in this area is absolutely number one and the quality of each edition has only improved the status of the text...If you want a text that provides a solid grounding in the operation of a radio station and the radio industry in general, this is the text to use." --David Reese, author of The Audio Announcing Worktext