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Offers students an examination of radio from an industry perspective. This book introduces radio from early history, and previews technological considerations. With its emphasis on the business of radio, it helps students understand both the industry and how radio stations attract and retain an audience that could be with other media forms.

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• 1 Broadcast Radio: An Orientation
• A Familiar Sound Radio: It's Everywhere
• Radio's Evolution
• Radio A Local Medium
• A Look at Listeners
• International Listeners
• A Thumbnail View of Radio Regulation
• Efficient Radio Spectrum Usage
• Radio Programming
• The Radio Business
• The Plan of the Book.
• 2 The History and Development of Radio Broadcasting
• Electromagnetic Spectrum
• Marconi: Inventor, Innovator, and Entrepreneur
• Three Inventors and Innovators: Fessenden, de Forest, and Armstrong
• Growth of Public Interest in Wireless
• The First Wireless Regulations
• The Beginning of Programming for the Mass Audience
• The Secretary of Commerce Attempts to Regulate Radio
• Commercial Sponsorship Begins
• Radio's New Regulators
• The Development of Radio Networks
• The Golden Age of Radio Programming
• AM Radio: Standard Broadcast Service
• Local Radio Service Develops
• Music and More
• Station Differentiation: Top.40
• The Decline of AM and the Rise of FM Radio
• Radio in 2000 and Beyond.
• 3 Radio Regulation
• Radio Regulation
• Origins of Radio Regulation: The Pioneer Era
• Communications Act and Radio's Golden Age
• Deregulatory Period: Round One
• Deregulatory Period: Round Two
• Current Regulations
• Program Content
• Advertising
• Political Advertising
• Tobacco and Alcohol Advertising
• False or Deceptive Advertising
• Daily Operations
• Required Communication and Engineering Concerns
• Hiring Practices
• Licensing and License Renewal
• Future of Radio Regulations.
• 4 The Radio Industry: Management and Economics of Radio
• Radio Management A Brief Overview
• Management Responsibilities
• Levels of Management
• Radio Management Skills
• Radio Managerial Roles
• Issues in Radio Management
• Maximizing Cash Flow
• Personnel Issues
• The Challenge of Competition
• The Demise of AM
• Embracing the Internet
• Radio Economics
• Radio Markets: The Local Market
• Radio Markets: The National Market
• Supply and Demand Relationships in Radio
• Market Structure for Radio
• Radio Performance and Profitability
• Conclusion
• 5 Radio Programming
• Brand Name Awareness and Usage
• Radio Becomes Brand Aware
• Programming for a Specific Audience
• Supplying More Than Music Utility
• External and Internal Brand Building
• Maintaining On-Air Consistency
• Music Formats
• Radio Format Segmentation
• Radio Formats: From AC (Adult Contemporary) to UC (Urban Contemporary)
• Ever Changing Formats
• 6 The Radio Brand and Advertising
• Industry Profile: The Radio Advertising Bureau
• Radio Consolidation and Effect on Sales
• Radio Advertising Clients
• Radio: Reach and Frequency
• Research and Ratings
• Optimum Effective Scheduling
• Rate Cards
• Agency Selling
• Value-Added Selling
• The Business of Selling
• 7 Radio Research
• Introduction
• Sales Research
• Arbitron
• Sample Procedures
• Methodology
• Arbitron Report
• Interpreting the Arbitron Book
• Criticisms of Ratings Research
• Other Sales Research
• Programming Research