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by Eric Norberg
Radio Programming: Tactics and Strategy
Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Preface
Chapter 1-The Basic Principles of Radio Programming
The Station versus the Programs
The Importance of Consistency
FM versus AM
The Importance of Unconventional Strategy
Chapter 2-Structuring Your Station and Creating Identity
The Role of Structure
The Role of Formatting
The Problem with Sports
Quarterbacking Your Team
Chapter 3-Positioning Your Station against the Competition
Hearing Your Station the Way Listeners Do
Consistency Beats Inconsistency
The Role of Research
Designing Your Own Study
Chapter 4-Leading an Airstaff
Working with Creative People
Pay and Unionization
The On-Air Program Director
Who Critiques Your On-Air Work?
Critiquing Your Staff
Choosing a New On-Air Person
Developing Air Talent
Chapter 5-Music as a Programming Weapon
Using Music Strategically
Identifying Listener Preferences
Using Noncurrent Music Strategically
Building a Playlist of Noncurrents
Sidestepping a Noncurrent Trap
Categorizing and Creating a Sequence
Determining the Length of a Current-Music Playlist
Chapter 6-News as a Programming Weapon
The Number One Audience Expectation of Radio News
The Composition of an Aggressive Newscast
Freshening Old Stories and Finding New Stories
Sources of News
The Strategic Advantage of a Small News Staff
Promoting Your Station as a News Source
Public Affairs Programming
When News Is All the Station Offers
Chapter 7-Promoting Your Station
The Purposes of Promotion
On-Air Contests
What Promotions Must Accomplish
Outside Advertising
Chapter 8-Grading Your Programming Performance: What You Need to Know about Ratings
Analyzing Ratings
Understanding the Limitations of Ratings Data
Drawing Constructive Conclusions from Ratings
Responding to Real Changes in Your Ratings
Chapter 9-Working with Your General Manager
Your Boss, the General Manager
The Psychology of the Individual
Building Mutual Trust
Chapter 10-Working with Sales
The Sales Connection
The Value of Being in the Loop
The Ad Standards of Successful Stations
Making Yourself Invaluable to Sales
Chapter 11-Working with Engineering
Being Involved in How Your Station Sounds
Maximizing Audio Processing
Quick Fixes That You Can Do
Chapter 12-The FCC and You
The Importance of Taking FCC Rules Seriously
Important FCC Rules
Chapter 13-Attaining Your Career Goals
Identifying Long-Range Personal Goals
Mandatory: A Savings Plan
Planning for the Future
Index
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