Radio advertising: the authoritative handbook

479 Pages·1996·1.55 MB·English

by  Pete Schulberg

Radio Advertising : The Authoritative
title:
Handbook 2Nd Ed.
author: Schulberg, Pete.; Schulberg, Bob.
publisher: NTC Contemporary
isbn10 | asin: 0844231185
print isbn13: 9780844231181
ebook isbn13: 9780071397896
language: English
subject Radio advertising.
publication date: 1989
lcc: HF6146.R3S22 1996eb
ddc: 659.14/2
subject: Radio advertising.
Page i
Second Edition Radio Advertising
The Authoritative Handbook
Pete Schulberg
First edition by Bob Schulberg
Printed on recyclable paper
NTC Business Books
a division of NTC Publishing Group Lincolnwood, Illinois USA
Page ii
Dedicated to
My Mother and Father
Library of Congress Cataloging-in-Publication Data
Schulberg, Pete.
Radio advertising : the authoritative handbook / Pete Schulberg.
2nd ed.
p. cm.
Rev. ed. of: Radio advertising / Bob Schulberg. c1989.
Includes bibliographical references and index.
ISBN 0-8442-3118-5
1. Radio advertising. I. Schulberg, Bob. Radio advertising.
II. Title.
HF6146.R3S22 1995
659.14´2dc20 95-11301
CIP
Published by NTC Business Books, a division of NTC Publishing
Group. © 1996 by NTC Publishing Group, 4255 West Touhy Avenue,
Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. All rights
reserved. No part of this book may be reproduced, stored in a retrieval
system, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording or otherwise, without the prior
permission of NTC Publishing Group. Manufactured in the United
States of America.
6 7 8 9 0 BC 9 8 7 6 5 4 3 2 1

Page iii
Contents
Foreword ix
Preface xi
Acknowledgments xiii
Introduction xv
1 1
Radio The Ultimate Personal Medium
Radio Is Everywhere 2
Radio Is Big 2
Sounds in the Mind 4
When People Listen 5
How Radio Time Is Sold 6
Local Radio 7
Spot Radio 7
Network and Syndicated Radio 11
Unwired Networks 12
Deregulation and Radio's Booming 1990s 3
2 15
The Beginnings
Acceptance of Advertising 16
The Oldest Station 17
The Start of Networks 19
The Beginnings of FM 20
Advertising, Sponsors, and Commercials 20
A New Art FormThe Commercial 24
Sing It Again, Sam 26
3 31
How Radio Works
Amplitude Modulation and Frequency Modulation 31
AM Sky Waves and Ground Waves 32
Page iv
Types of AM Stations 33
Characteristics of FM Radio Signals 34
Classes of FM Stations 35
Unique FM Features 35
4 37
Ratings and the Numbers
Where Is H. L. Mencken When We Need Him? 37
A Few Definitions 38
Research Services 38
Survey Areas 40
Measurements 41
The Ubiquitous Computers 45
5 49
The Significance of Format
The Structure of Formats 50
How People Listen 53
The Foreground Formats 54
News and the All-News Format 54
News/Talk, Talk, Business, Sports 56
Music Formats 58
Following the Baby Boomers 59
Contemporary Hit Radio 59
Album-Oriented Rock 60
Adult Contemporary 61
Urban Contemporary/Black 62
Oldies 63
New Adult Contemporary 64
Easy Listening and Beautiful Music 64
Country 65
Middle of the Road/Big Band/Nostalgia 66
Classical 66
Religion 67
Spanish Language Radio 67
Miscellaneous Formats 69
National Public Radio Affiliates 69
Formats and Radio Networks 70
6 71
The Role of Networks and Syndication
Then and Now 71
The Conventional NetworksNews, Features, and Sports 75
Syndication 75
Page v
Turnkey Services 76
Stepping Down from Television 76
Advantages to a National Advertiser 77
Syndicated Programs and the National Advertiser 78
Weaknesses of Network Radio 79
The Future 82
7 83
How Radio Reaches Target Markets
The Segmented Market Concept 84
Different Strokes 85
Zeroing In 86
Qualitative Analysis 87
On-Line Frontier 87
The Affluent Over-Fifty Market 91
The Shrinking Household 92
Down on the Farm 93
The Light-Viewing Television Viewer 93
Wonderful Working Women 95
Involvement of Prime Prospects 96
Segmentation by Daypart 97
The Audience for Play-by-Play Sports 98
A Limited Sales Objective 99
Vertical Markets 100
Segmentation through Cable Television 101
8 103
Television's Pervasive Influence
Creative Dominance 103
Media Selection 105
Television Buying Techniques 108
9 111
Determining Radio Rates
The Grid Rate Card 111
Dealing with Demographics 114
Special Availabilities 116
10 117
Playing the Game of Buying and Selling
The Buyer's Game 118
The Seller's Game 120
Making the Buy 128
Buying and Selling Radio Networks 130