Broadcast, Satellite and Internet To order this title, and for more information, click here Eighth Edition
By MICHAEL C KEITH, Boston College. Ranks among the most prolific authors on the subject of broadcast media, and is author of over a dozen books.
Description
The Radio Station is considered the standard work on radio media. It remains a concise and candid guide to
the internal workings of radio stations and the radio industry in all of its various forms. 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--be it a terrestrial, satellite, or Internet operation?from the
inside-out, covering technology to operations, and sales to syndication. It also offers an overview of how government regulations affect
radio stations today and how radio stations have adapted to new communications technologies. Drawing on the insights and observations
of those who make their daily living by working in the industry, this edition continues its tradition of presenting the real-world perspective
of where radio comes from, and where it is heading.
The Eighth Edition of this classic text includes expanded sections on digital,
satellite, and Internet radio; integration of new technologies; new and evolving formats; the uses and applications of podcasts and blogs;
mobile multimedia devices; programming for the new radio formats; new contributions by key industry executives; digital studios; station
clustering and consolidation; industry economics and statistics; and updated rules and regulations. The new companion website features
the interviews and essays with industry professionals, an image bank, additional suggested reading, and a listing of helpful links to
industry websites.
This edition is loaded with new illustrations, feature boxes and quotes from industry pros, bringing it all
together for the reader.
Audience
Students enrolled in broadcast communications programs taking classes in radio operations, radio production, and radio broadcasting. College
radio station managers, amateur radio operators, and beginning radio professionals.
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
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