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The Radio Station This page intentionally left blank The Radio Station Broadcast, Satellite & Internet E I G H T H E dI T Io n Michael C. Keith AMSTERDAM • BOSTON • HEIDELBERG • LONDON NEW YORK • OXFORD • PARIS • SAN DIEGO SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Focal Press is an imprint of Elsevier. Focal Press is an imprint of Elsevier 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA Linacre House, Jordan Hill, Oxford OX2 8DP, UK Copyright © 2010, Elsevier Inc. All rights reserved. No part of this publication 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 written permission of the publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) 1865 843830, fax: (+44) 1865 853333, E-mail: [email protected]. 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ISBN: 978-0-240-81186-4 For information on all Focal Press publications visit our website at www.elsevierdirect.com Typeset by: diacriTech, Chennai, India 09 10 11 5 4 3 2 1 Printed in the United States of America Contents Preface ix LPFM (Low-Power FM) 29 Foreword to the Eighth Edition xiii Radio and Government What’s New to This Edition of Regulations 30 The Radio Station xv Jobs and Equality in Radio 32 Also by xvii CHAPTER HIGHLIGHTS 35 SUGGESTED FURTHER READING 40 1 State of the Fifth Estate 1 2 Station Management 45 In the Air – Everywhere 1 A Household Utility 3 Nature of the Business 45 A Toll on Radio 4 The Manager as Chief Birth of the Networks 5 Collaborator 47 Conflict in the Air 6 What Makes a Manager? 49 Radio Prospers during the The Manager’s Duties and Depression 6 Responsibilities 52 Radio during World War II 7 Managing the Cluster 56 Television Appears 8 Organizational Structure 57 A New Direction 8 Operations Manager 59 Radio Rocks and Roars 9 Program Director 60 FM’s Ascent 9 Sales Manager 60 AM Stereo 11 Chief Engineer 60 Noncommercial/Public Radio 11 Human Resources 60 Proliferation and Frag-Out 14 Whom Do Managers Hire? 61 Profits in the Air 15 The Manager and the Economics and Survival 16 Profit Motive 62 Consolidations, Downsizings, The Manager and the Community 64 and Clusters 18 The Manager and the Government 65 Buying and Selling 21 The Public File 66 Digital and HD Radio Revolution 23 The Manager and Unions 67 Satellite and Cable Radio 24 The Manager and Industry Internet Radio 26 Associations 68 Mobile Music Services 28 Buying or Building a Radio Station 70 v vi Contents CHAPTER HIGHLIGHTS 72 4 Sales 125 SUGGESTED FURTHER READING 73 Commercialization: A Retrospective 125 Selling Airtime 127 3 Programming 75 Becoming an Account Executive 128 The Sales Manager 131 Radio Sales Tools 133 Program Formats 75 Points of the Pitch 137 Adult Contemporary 76 Do 138 Contemporary Hit Radio 77 Don’t 138 Country 78 Levels of Sales 139 Soft Adult/Easy Listening/ Spec Spots 141 Smooth Jazz 79 Objectives of the Buy 142 Rock and Alternative 80 Prospecting and List Building 143 News and Talk 81 Planning the Sales Day 144 All Sports 82 Selling with and without FM Talk 82 Numbers 146 Classic/Oldies/Nostalgia 83 Advertising Agencies 147 Urban Contemporary 84 Rep Companies 148 Classical 85 Web Site, Podcast, and Religious/Christian 86 HD2 Selling 150 Black/African American 87 Nontraditional Revenue 150 Hispanic 87 Trade-Outs 153 Ethnic 88 Full Service 88 CHAPTER HIGHLIGHTS 154 Niche and HD2 Formats 88 SUGGESTED FURTHER READING 156 Public Radio 89 Radio Theater 90 APPENDIX: A Station Owner The Programmer 91 Conveys His Sales Philosophy The PD’s Duties and to His Manager 158 Responsibilities 93 Programming a Cluster Operation 96 5 News 159 Satellite Radio Programming Department 97 News from the Start 159 Elements of Programming 98 News and Today’s Radio 160 Station Web Sites, Podcasts, The Newsroom 162 and Blogs 102 The All-News Station 163 The PD and the Audience 104 The Electronic Newsroom 164 The PD and the Music 105 The News Director 166 The PD and the FCC 110 What Makes a Newsperson? 167 The PD and Upper Preparing the News Story 169 Management 111 Organizing the Newscast 171 CHAPTER HIGHLIGHTS 112 Wire and Internet Services 172 Radio Network News 172 SUGGESTED FURTHER READING 121 Radio Sportscasts 173 APPENDIX: A Station Owner Airchecks Radio News and the FCC 175 His Programming 124 News Ethics 176 vii Contents Traffic Reports 176 8 Traffic and Billing 237 News in Music Radio 177 CHAPTER HIGHLIGHTS 179 The Air Supply 237 The Traffic Manager 237 SUGGESTED FURTHER READING 180 The Traffic Manager’s Credentials 238 Directing Traffic 239 6 Research 182 Traffic in Clusters 240 Billing 241 Who Is Listening? 182 The FCC and Traffic 242 The Ratings and Survey Services 183 CHAPTER HIGHLIGHTS 248 Qualitative and Quantitative Data 189 Portable People Meter 190 SUGGESTED FURTHER READING 249 In-House Research Techniques 194 APPENDIX: A Traffic Manager’s Research Deficits 195 Account 250 How Agencies Buy Radio 198 Careers in Research 198 The Future of Research in Radio 201 9 Production 251 CHAPTER HIGHLIGHTS 202 SUGGESTED FURTHER READING 207 A Spot Retrospective 251 Formatted Spots 252 APPENDIX 6A: Radio Advertising The Production Room 253 Bureau’s (RAB) Radio Research The Studios 254 Glossary 209 Audio Console 255 APPENDIX 6B: Tripp Eldredge, Cue Mode 256 President Direct Marketing Computers 257 Results (dmr) 211 Digital (Mini) Disc Machines 259 Compact Discs 260 Compressors, Equalizers, 7 Promotion 215 and Audio Processing 261 Patch Panels and ISDNs 262 Microphones 263 Past and Purpose 215 Digital Editing 264 Promotions – Practical Copywriting 265 and Bizarre 216 Announcing Tips 267 The Promotion Director’s/ Voice-Tracking 269 Manager’s Job 219 The Sound Library 269 Who Promotion Directors Hire 221 Types of Promotions 222 CHAPTER HIGHLIGHTS 271 Sales Promotion 227 SUGGESTED FURTHER READING 273 Research and Planning 228 Budgeting Promotions 230 Promotions and the FCC 233 10 Engineering 275 Broadcast Promotion and Marketing Executives 234 Pioneer Engineers 275 CHAPTER HIGHLIGHTS 235 Radio Technology 276 SUGGESTED FURTHER READING 235 AM/FM 276 viii Contents Signal Propagation 276 11 Consultants and Skywave Interference 277 Syndicators 303 Station Classifications 277 Satellite and Internet Radio 280 Radio Aid 303 Satellite Radio 280 Consultant Services 306 Internet Radio 280 Consultant Qualifications 309 Digital Audio Broadcasting (HD Radio) 281 Consultants: Pros and Cons 310 Smart Receivers 285 Program Suppliers 312 Becoming an Engineer 285 Syndicator Services 313 The Engineer’s Duties 287 Hardware Requirements and Quality 318 Station Log 288 § 73.1820 Station Log 288 CHAPTER HIGHLIGHTS 319 § 73.1835 Special Technical Records 290 SUGGESTED FURTHER READING 320 § 73.1840 Retention of Logs 290 APPENDIX 11A: Station Critique 321 The Emergency Alert System 290 Automation 293 APPENDIX 11B: Network Radio/ Posting Licenses and Permits 295 Syndication 324 § 73.1230 Posting of Station APPENDIX 11C: Syndication 326 and Operator Licenses 295 APPENDIX 11D: Syndication 327 CHAPTER HIGHLIGHTS 296 SUGGESTED FURTHER READING 299 Afterword 328 APPENDIX: Federal Communications Glossary 331 Commission 300 Index 337 Preface What was said in the preface of the last critics argue that HD is already a bust. Of edition remains true in this newest incar- course, with such transformations come nation. To the understandable chagrin of challenges and concerns, and these will all but a few radio executives, the industry doubtlessly occupy the thoughts of broad- now includes other forms of the medium casters well into the foreseeable future. besides terrestrial or broadcast outlets. When this book was initially published in Added under the rubric “radio” (or radio the mid-1980s, radio was enjoying unprece- media) are satellite and web stations – thus dented prosperity. The prices being paid for the subtitle of this book. Says Larry Rosin, radio properties were soaring, and station President, Edison Media Research, “Regard- revenues were at exceptional levels. Life was less of the platform, consumers see all these good for almost everyone in the industry, [audio] options as merely being new forms or so it seemed. Many AM station owners of ‘radio.’” This author agrees. In point of were not in on the opulent banquet, and fact, there are now many different types of a growing number were pulling the plug radio stations, not just AM and FM. on their operations. Yet on the whole, the The industry has literally metamorpho- 1980s were auspicious years for the magic sized since the start of the new millen- medium. nium, and to be sure it barely resembles the The tide shifted as the final decade of the description in the book’s first edition in the twentieth century began. The nation had 1980s. Why? Succinctly stated, the rollout slipped into a nasty recession, taking radio of new audio technologies and the elimina- with it on its downward slide, but soon the tion of station ownership caps. For good or medium’s fortunes were on the upswing bad, these have altered the very nature of and broadcast properties were again attract- the industry. For example, in the case of the ing gargantuan sums. The catalyst of this near obliteration of ownership caps, today unparalleled resurgence was the Federal one radio company can own hundreds, even Communications Commission, which elim- thousands, of stations, whereas it could own inated station ownership caps through the only a handful (a few dozen) little more groundbreaking legislation of its Telecom- than a decade ago. munications Act of 1996. Indeed, since the first publication of The industry has certainly experienced this book, the radio industry has wit- many ups and downs since its modest incep- nessed seismic change. In addition to the tion over 80 years ago, however, and it will significant regulatory revamping of the last doubtlessly know the thrill of ascent and decade, radio has undergone unprecedented the angst of decline again. (As this edition technical overhauling. The advent of high- was being prepared, the economic crisis definition radio – HD Radio – promises to on Wall Street and in the banking and revolutionize broadcast signal transmission housing markets was causing the industry and reception, or at least, that is the hope to brace itself for another likely downturn of station owners and operators. Meanwhile, in its fortunes.) Radio was, is, and hopefully ix