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Radio: The Book, 4th Edition

Book Description

As entertaining as it is educational, Radio: The Book is a must-have guide to success for anyone interested in a career in radio. Providing a wealth of information and relating his own personal experiences, veteran radio personality, Program Director and Programming Consultant Steve Warren shares trade secrets and industry know-how that would usually take years to accumulate through experience. 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. With an active radio broadcast career that is still exploring new ideas following s more than forty years at some of America's most prestigious radio stations (including WNBC, WHN, WNEW, and CBS radio), Steve Warren is more than qualified to mentor readers. Steve has competed successfully in all music formats from Easy Listening to Country to Top 40 to Oldies, always putting the listener first and now, putting you first.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Dedication
  5. Contents
  6. Preface
  7. About the Author
  8. Chapter 1 The Listeners
    1. In Touch with them
    2. Listeners as a Resource
    3. So Here’s what I’m Getting at
  9. Chapter 2 Basic Radio Realities
    1. Getting Started
    2. Sales
    3. Technology
    4. Radio is a Secondary Medium
    5. A Few Rules and Regulations
  10. Chapter 3 Radio as a Career
    1. Can Radio Really be a Career?
      1. Be Flexible
      2. Have a Passion for Radio
      3. Drop-Ins
      4. Career Part-Timers
      5. Radio Schools
      6. College
    2. So you want a Job in Radio? Show me what you’ve got
    3. The air check
      1. Always have a Current Air Check
      2. The Air Check should be a Composite
      3. Don’t Overedit
      4. 10 to 15 Seconds of Each Song
      5. Make Music Segues Smooth
      6. Short breaks first
      7. Ideal length: 7 to 10 minutes
      8. Commercials/Production on Another Track
    4. The Resume
      1. One Page
      2. Keep It Current
      3. Neatness Counts
      4. Alternate Contact
      5. Group Similar items
      6. Avoid Nonindustry References
      7. School and Study
      8. Guarantee Delivery
      9. No Form Letter
      10. Follow-Up
      11. A Secret
      12. A Word to Management and Owners
    5. Negotiating
      1. Nonpersonality Stations
      2. Personality Stations
      3. Personal Interview
      4. Versatility vs Specialization
      5. Know the Difference
    6. Getting out of a Job: Negotiating
    7. Being an on-the-air Program Director
    8. The Announcer: Messenger or Messiah
  11. Chapter 4 The music and the Talk
    1. Formats
      1. Music Formats
      2. Nonmusic Formats
    2. Finding a Format Niche
    3. Changing Format
    4. Music Rotations
      1. Pyramid
      2. Rectangle
    5. Rotation Cycles
      1. Segment of Time Cycles
    6. Music Tempo
    7. The Great Music Shift
    8. Dayparts and Dayparting
    9. Virtual Programming
    10. About Commercials
    11. Public Service Announcements
  12. Chapter 5 Research
    1. Market and Music Research
      1. Read This
      2. Now, Read it Again
    2. Research can give you Results only for Material you Decide to Test
    3. How to use Research
    4. What Role Should Research Play?
    5. What other Interests do Research Companies have?
    6. All about the Radio Ratings
      1. Cume
      2. Average Quarter Hours (AQH)
      3. Time Spent Listening (TSL)
      4. The Arbitron Portable People Meter (PPM)
      5. Other Ratings Data
      6. Summary
      7. Other Ratings History
    7. Ratings Secrets and Strategy
    8. Hey, Listeners! All Aboard!
    9. When the Ratings Book Arrives
      1. Cume
      2. Share
      3. Rating
    10. Other Things to Watch for
    11. About Rolling Averages
    12. Diary Keeping
    13. Working With a Consultant
  13. Chapter 6 Branding and Marketing
    1. The Station Identity
      1. The Fun Radio Station
      2. News and Information Identity
      3. Contest Image
      4. Public Service Image
      5. Negative Identity
      6. Other Identities
    2. Station Resources
    3. Advertising: Print
    4. Advertising: Television
      1. The TV Spot
      2. The TV Schedule
    5. Advertising: Outdoor
    6. Advertising: Direct Mail
    7. Advertising: Guerrilla
  14. Chapter 7 Promotions
    1. Promotions Designed around the Listeners
    2. How to Promote a Radio Station with Someone else’s Money
    3. Time Targets
    4. What Pays the Bills?
    5. Liner Cards
    6. How to Promote a Radio Station (Without Money)!
    7. My Favorite Promotions
  15. Chapter 8 The Station’s Personnel
    1. Meetings
    2. Studio Manners
    3. Titles
    4. Station Resources
    5. Take a Break
    6. Vacation Policies
    7. Health Tips
  16. Chapter 9 Other Radio Media
    1. Syndicated Programming
    2. Satellite Radio
    3. The Internet and Internet Radio
  17. Chapter 10 Wrap-Up
    1. Bits and Pieces—Commentary
      1. Don’t Believe in Proverbs
      2. Business Advice
    2. The Physical Plant
    3. Programming for Special Days and Holidays
    4. In Conclusion
    5. It’s all about the Listener
  18. Chapter 11 Christmas Programming
    1. Christmas Music
    2. Christmas Music Programming Calendar
    3. Special Programming and Promotions
    4. Locally Produced Christmas Specials
  19. Appendix: Forms
  20. Index