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by Bruce Mims, John Allen Hendricks
The Radio Station, 10th Edition
Cover
Half Title
Title Page
Copyright Page
Table of Contents
Foreword to the Tenth Edition
About the Authors
Preface
Acknowledgments
What’s New to This Edition of The Radio Station
Chapter 1 State of the Industry
Broadcasting
Is Radio Facing a Digital Cliff?
Profits in the Air—The Business Model Evolves
What Do You Believe?
Satellite Radio
The Connected Car
Four Visions of Radio’s Future
Mobile Music Services
The Impact of Mobile Listening on Radio
Podcasting
The Astounding Growth of Podcasting
Streaming
When FM Met the Internet: The Way It Was, Is, and Will Be
HD Radio
Public Radio/Noncommercial Radio
On Public Radio
Radio Regulations and Government Oversight
Chapter Highlights
Suggested Further Reading
Chapter 2 Station Management
Nature of the Business
Small-Market Radio Management
The Manager as Chief Collaborator
What Makes a Manager?
The Manager’s Duties and Responsibilities
Radio Economics
The Manager and Industry Associations
The Qualities That Make a Station Manager
Managing the Cluster
Human Resources
The Manager and the Profit Motive
What Makes a Successful Radio Manager?
The Manager and the Community
The Manager and the Government
Ten Regulatory Issues Any Broadcast Station General Manager Needs to Consider
The Manager and Unions
Chapter Highlights
Suggested Further Reading
Chapter 3 Music Programming and Consultancies
Program Formats
On Public Radio
The Programmer
The PD’s Duties and Responsibilities
Market-Based Programming Decision-Making
Multitasking Program Directors and Their Need for Air-Personality Coaches
Programming a Cluster Operation
Day-by-Day Program Management at a Station Cluster
Satellite Radio Programming
Elements of Programming
How a Song Hook Can “Hook” a Listener
A Radio Station Isn’t Just a Radio Station Any More
The PD and the Audience
FOMO: The Fear of Missing Out
The PD and the Music
Eight Things Broadcasters Should Know About Music Royalties
Managing the Music Library
Advice to Programmers
The PD and the FCC
The PD and Upper Management
Program Consultants and Syndicators
Program Suppliers
Syndicator Services
Producing The Bobby Bones Show
Chapter Highlights
Suggested Further Reading
Chapter 4 Sales
Commercialization: A Retrospective
Outlook for Local Broadcast Radio’s Competitiveness
Selling Airtime
Becoming an Account Executive
The Sales Manager
Radio Sales Tools
Hispanic Radio: Bias in the Buying Process
Points of the Pitch
Levels of Sales
Profit Should Not be the Sole Reason We Are in Business
Spec Spots
Objectives of the Buy
Prospecting and List Building
Planning the Sales Day
Selling Personality
Selling With and Without Numbers
Advertising Agencies
Rep Companies
New Revenue Sources: Websites, HD Radio, Streaming, Digital, and Podcasting
Podca$hing In
Radio 2.: Today’s Local Integrated Solution Provider
Nontraditional Revenue
Trade-Outs
Traffic and Billing
What is Traffic? (No, We Mean the Other Traffic)
Chapter Highlights
Suggested Further Reading
Appendix 4A: RAB Guide to Writing Great Radio Copy
Appendix 4B: Socast media: Why Mobile Apps Are Essential for Digital Success
Appendix 4C: Socast Media: How to Monetize On-Air Content Through the Web and Social Media
Chapter 5 News, Talk, and Sports
Introduction
Great Journalists Are Terrific Storytellers
Local Radio News
The Newsroom
The All-News Station
What Makes a Successful News Radio Station?
Traffic Reports
The Electronic Newsroom
Boston Herald Radio
The News Director
What Makes a Newsperson?
What it Takes to Work at the Boston Herald Corporation
Organizing the Newscast and Other Programming Elements
How Do You Create That Special Connection Between Station and Listener?
Wire Services
Radio Network News and Syndicator Services
News in Music Radio
News/Talk/Information
FM Talk
Radio Sportscasts and All-Sports Format
Station Websites, Podcasts, and Social Media
Turning the Titanic: One Man’s Tale of Digitizing Radio
Radio News/Information/Sports and the FCC
News Ethics
Chapter Highlights
Suggested Further Reading
Chapter 6 Research
Who Is Listening?
On Audience Research
The Ratings and Survey Services
Qualitative and Quantitative Data
From Paper to Electronic Measurement: The Portable People Meter
Developer Profile: Geoff Steadman
Audio and Radio Measurement
In-House Research Techniques
Music Research
Music Research
Music Selection
Research Deficits
How Agencies Buy Radio
What a Research Company Does
The Future of Research in Radio
The Role of Research
Chapter Highlights
Suggested Further Reading
Chapter 7 Promotion
Promotions
How to Write a Social Media Policy for Your Radio Station
The Promotion Director’s/Manager’s Job
Promotion Strategy
Types of Promotions
What Are the Goals of Your Radio Station’s Website?
Find a Parade and Join
Promotions in the Digital Era
Sales Promotion
Budgeting Promotions
Promotions and the FCC
The FCC Has Written Good Contest Rules, Now You Should Too
Chapter Highlights
Suggested Further Reading
Appendix 7A: Assessing the Impact on Radio and Television Stations of the Federal Trade Commission’s Recently Revised Guidance on Endorsements and Testimonials
Chapter 8 Production
A Spot Retrospective
Formatted Spots
The Production Room
The Control Room
Audio Console
Considerations for Designing an IP-Audio Studio
Computers and Software
Voice-Tracking
Standalone Record/Play Decks
Compact Discs
Audio Processing
Signal Routing
Microphones
Telephones
Remote Pickup (RPU)
Digital Editing
Copywriting
Skills and Personal Characteristics of a Good Copywriter
Announcing Tips
The Sound Library
Chapter Highlights
Suggested Further Reading
Chapter 9 Engineering
Characteristics of AM and FM Stations
Digital Audio Broadcasting (HD Radi Technology)
Satellite and Internet Radio
Behind the Scenes: Engineering a Nationwide Collegiate Sports Network
Becoming an Engineer
Engineering: Challenging, Rewarding, in Demand
The Society of Broadcast Engineers
The Emergency Alert System
Automation
Chapter Highlights
Suggested Further Reading
Chapter 10 Careers
Overview
Generation Rap
Radio as a Career
Farber’s Rules
Passion
It’s Your Career. Take Charge of It!
Jobs and Salaries in Radio
Have You Considered a Career in Engineering?
Digital: The New Sales Frontier
Getting Involved: Student Organizations
BEA Student Media Clubs
What Is CBI?
Intercollegiate Broadcasting System
National Broadcasting Society
Teens Are Rediscovering Radio
College Radio: Life-Changing Yet Under-Appreciated
National Radio Talent System
The National Radio Talent System
From AM to FM to XM: Parting Thoughts From a Six-Decade Pro
Chapter Highlights
Suggested Further Reading
Glossary
Index
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