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Tables of Contents for The Radio Broadcasting Industry
Chapter/Section Title
Page #
Page Count
Preface
xiii
Broadcast Radio: An Orientation
1
16
A Familiar Sound
2
1
Radio: It's Everywhere
2
1
Radio's Evolution
3
1
Radio--A Local Medium
4
2
A Look at Listeners
6
1
International Listeners
6
1
A Thumbnail View of Radio Regulation
6
4
Efficient Radio Spectrum Usage
10
3
Radio Programming
13
1
The Radio Business
13
2
The Plan of the Book
15
2
The History and Development of Radio Broadcasting
17
31
Electromagnetic Spectrum
18
1
Marconi: Inventor, Innovator, and Entrepreneur
18
1
Three Inventors and Innovators: Fessenden, de Forest, and Armstrong
19
1
Growth of Public Interest in Wireless
20
2
The First Wireless Regulations
22
2
The Beginning of Programming for the Mass Audience
24
1
The Secretary of Commerce Attempts to Regulate Radio
25
2
Commercial Sponsorship Begins
27
2
Radio's New Regulators
29
1
The Development of Radio Networks
30
2
The Golden Age of Radio Programming
32
3
AM Radio: Standard Broadcast Service
35
2
Local Radio Service Develops
37
2
Music and More
39
1
Station Differentiation: Top 40
39
2
The Decline of AM and the Rise of FM Radio
41
2
Radio in 2000 and Beyond
43
5
Radio Regulation
48
18
Origins of Radio Regulation: The Pioneer Era
48
1
The Communications Act and Radio's Golden Age
49
2
Deregulatory Period: Round One
51
1
Deregulatory Period: Round Two
52
2
Current Regulations
54
3
Program Content Regulations
54
3
Advertising
57
1
Political Advertising
57
1
Tobacco and Alcohol Advertising
57
1
False or Deceptive Advertising
58
1
Daily Operations
58
3
Station IDs
58
1
Required Communications and Engineering Concerns
59
1
Hiring Practices
60
1
Licensing and License Renewal
61
1
Future of Radio Regulations
62
4
The Radio Industry: Management and Economics
66
14
Radio Management: A Brief Overview
66
3
Management Responsibilities
69
2
Levels of Management
69
1
Radio Management Skills
69
1
Radio Managerial Roles
70
1
Issues in Radio Management
71
3
Maximizing Cash Flow
71
1
Personnel Issues
72
1
The Challenge of Competition
72
1
The Demise of AM
73
1
Embracing the Internet
73
1
Radio Economics
74
1
Radio Markets: The Local Market
74
1
Radio Markets: The National Market
75
1
Supply and Demand Relationships in Radio
75
1
Market Structure for Radio
76
1
Radio Performance and Profitability
77
1
Summary
78
2
Radio Programming
80
20
Brand Name Awareness and Usage
80
1
Radio Becomes Brand Aware
81
1
Programming for a Specific Audience
81
1
Supplying More Than Music Utility
82
1
External and Internal Brand Building
83
3
Maintaining On-Air Consistency
86
3
Music Formats
89
1
Radio Format Segmentation
89
2
Radio Formats: From AC (Adult Contemporary) to UC (Urban Contemporary)
91
7
Ever-Changing Formats
98
2
The Radio Brand and Advertising
100
14
Radio Consolidation and the Effect on Sales
104
1
Radio Advertising Clients
105
1
Radio: Reach and Frequency
105
1
Research and Ratings
106
2
Optimum Effective Scheduling
108
2
Rate Cards
110
1
Agency Selling
111
1
Value-Added Selling
111
1
The Business of Selling
112
2
Radio Research
114
19
Sales Research
116
10
Arbitron
116
1
Sample Procedures
116
1
Methodology
117
3
Arbitron Report
120
1
Interpreting the Arbitron Book
120
2
Criticisms of Ratings Research
122
3
Other Sales Research
125
1
Programming Research
126
4
Callout Research
126
1
Auditorium Testing
127
1
Focus Groups
128
1
Personal Interviews
129
1
Intercept Research
129
1
Some Considerations for Future Research
130
3
Internet Research
131
2
Noncommercial Radio Broadcasting
133
23
Defining Noncommercial Radio
134
2
The Early History of Noncommercial Radio
136
2
Noncommercial Radio Finds a Home on the FM Band
138
2
Radio Finds a Place in the Public Broadcasting Act
140
1
The Politics of Noncommercial Radio
141
2
Paying the Bills: Noncommercial Radio Economics
143
3
A Refreshing Alternative: Programming on Noncommercial Radio
146
3
Examining the Audience for Noncommercial Radio
149
1
The Declining Role of Education in Public Radio
150
1
Summary
151
5
The Contemporary Radio Industry: Movers and Shakers
156
13
The Moguls
157
3
Thomas Hicks
157
1
Lowery Mays
158
1
Mel Karmazin
159
1
The Stars
160
5
Howard Stern
161
1
Laura Schlesinger
162
1
Rush Limbaugh
163
1
Larry King
164
1
Casey Kasem
165
1
The Innovators
165
2
Cuban and Wagner/Broadcast.com
166
1
Summary
167
2
Radio and the Twenty-First Century
169
8
The Business of Radio
169
3
Consolidation
170
1
Syndication Marketplace
170
1
Radio Marketing
171
1
Technologies Impacting Radio
172
5
The Internet
172
1
Satellite-Delivered Radio Services
173
1
Globalization
173
1
Localism
174
1
Summary
175
2
Glossary
177
10
Index
187