2. RADIO

3. Early history of radio zMultiple technical contributors yMarconi, Stubblefield, Hertz, et al. z1901 transmission of messages across Atlantic zSenders and receivers could be anywhere z1906 brought the transmission of voice

4. Radio Early Networks zNBC: First network 1926 xDriving force: David Sarnoff zCBS: Created 1927 from United Independent Broadcasters network xDriving force: William Paley zABC: Created 1943 xFrom secondary NBC network zMUTUAL: Created 1934 xTo serve independent stations

5. Post WWI “Golden Age” zHuge numbers of kits were sold (crystal sets) zKDKA in Pittsburgh first station zRadio drew upon Vaudeville for its content initially

6. Radio after television zChanged from a dominant national medium to a very splintered, regional medium zProgramming became mostly music zRadio’s shows went to television yGuiding Light, Jack Benny, etc.

7. Technical aspects of radio zAM yFollows the curvature of the earth, can bounce around the atmosphere yDoes not have the sound quality zFM y“Line of Sight” yHigher sound quality yNow accounts for most US radio stations

8. Contemporary radio zDiversity yRadio has developed into a very wide- ranging group of stations zProfitability yBecause of diversity, advertisers reach specialized audiences without the costs of larger numbers

9. Contemporary radio zPortability yRadio can go anywhere zPenetration yRadio’s portability gives it the highest penetration of any mass medium yCar, home, beach, mountains, office

10. Radio formats zCountry zNews/talk zReligion zAdult contemporary zOldies zTop 40 zMiddle of the road (MOR) z Album-oriented rock z Alternative Rock z Spanish z Urban/Black z Classic Rock z Easy Listening z Jazz z Classical

11. Importance As Medium zOpinion zNews zEntertainment zAdvertising

12. Radio Station Types zCommercial zState-Run zPublic zEducational Institution z Community z Special Interest z Shortwave z Pirate

13. Digital broadcasting zNewer technologies may provide for a return to AM dominance because of digitization zWon’t have a sound quality problem zSatellite-based programming

14. Today’s Market Structure zRadio Station Organization yGeneral Manager yProgramming Department ySales Department yEngineering Department yTraffic Manager yPromotions Department zWho Owns Radio?

15. Audience Demand in Radio Markets zConsumer Market yDemand for Music yDemand for News and Talk zAdvertising Market

16. Supplying the Audience’s Demand zThe Public Radio System zCommercial Radio News zTalk Radio