Chapter 1 + Chapter 2 Flashcards
Spectrum Use Fee
These are fees charge to broadcasters by the FCC for use of the public airwaves, most spectrum fees are established at the initial auction of the frequency, normally non-commercial, non-profit stations do not pay spectrum fees
The radio station has changed dramatically due to:
Consolidation, Convergence, Digital. It is still an entertainment information and advertising platform but now delivers products and services through numerous devices
Skills needed for radio:
Technical skills (communication/sales), critical thinking skills (marketing), importance of understanding the ‘dual product’ market, content/programming, advertising/sales
What is a radio station first and foremost?:
It is a business, its primary purpose is to make profit for its owner, the radio frequency is only licensed to us; it still remains property of the American people
What is the primary responsibility of a radio station
The FCC has established that the primary responsibility of a radio station is to serve the public interest, convenience, and necessity in the community where it operates, radio station licenses are renewed every eight years based on this mandate
PICON principle
Public Interest, Convenience, and Necessity
Station managers two clear obligations to their ownership
1- To make a return on their investment (profit)
2 - To show continuing growth or new business
If a station cannot make money, it becomes increasingly difficult for it to meet its legal and service obligations to the community, for a station to grow its facilities and services, it also must show profit
“Everyone in the radio station works for the sales department”
Everyone in the radio station organization must do all they can to ensure excellence in product which in turn allows the sales department to be effective and for the station to make a profit, radio is a 50-50 relationship between programming and sales. They must show respect and teamwork
“Everyone in the radio station works for the sales department”
The business end of radio has changed, but the need to work together and support sales hasn’t changed, programming people are usually the ones fighting it
What are the qualities of a good production person?
Some are now called creative service departments, a great production person must be a craftsperson with skills vital to making the radio station profitable, computer and technical skills (literacy), creativity, writing skills, musicology, artistic expression
Qualities of a good production person
Writing skills, taking the information you have and turning it into something works for a client, making editing choices with copy, remembering what is most important in the copy, (name, location, website, phone), Musicology, understanding what fits with what commercial or announcement - music or no music?
The General Manager
Just below the station owner, GM is responsible for everything. Along with staff, they develop a business plan to guide the station to a position of sales and audience dominance in the marketplace. They oversee and coordinate all planning, including growth and income projection, programming, marketing, and execution of the station’s business plan. They are the parent figure that guides the station and settles any disputes that sometimes arise between departments. They are the headhunter, they have the responsibility to search for the new staff necessary to meet the station’s needs as it goes. Also known as regional manager
General Sales Manager
Works very closely with the GM. GM or GSM are responsible for helping to project and generate station income through the sale of radio commercials or inventory. In addition to a return, or profit, the general sales manager’s business plan reflects growth or an increase in sales revenues. They may have a local or national or even internet sales manger who reports it him or her. They employ the services of a national firm to represent the statin or national clients, and is often referred to as a national rep
Advertising dollars come from where
Local advertising sales, internet sales, and no traditional revenue
Nontraditional revenue includes
Events and projects such as job fairs, boat shows, station magazines, or other radio station sidelines that produce revenue for the station
Business Manager
This is the person held fiscally responsible for the operation of the radio station, controlling every aspect of the money that flows in and out. The business manager advises the general manager and general sales manger on financial matters and keeps them abreast of the station’s billing and collections. Business managers also track the station’s financial performance to determine profitability and whether the station is meeting sales and growth projections. The business manager is repository for establishing the station’s commercial billing and collection practices. It is the business manager who determines who gets credit and who gets taken off the air because they did not pay their advertising bill. Sometimes they are referred to as the controller
Traffic Director
Working alongside the business manager is the traffic director, or TD. TD is the person who keeps track of every salable minute of advertising inventory the station has to offer both on air and on the station’s web stream. Additionally, the TD may be responsible for the ad content on the station’s social media sites. Account executives consult the traffic director before signing a contract with an advertiser to make sure the commercial inventory that they want to sell to the client is available. TD schedules every commercial, station promo, or event that is to run on the air and on the station’s web stream and social media. TD advises the business manager as to what percentage of available inventory has been sold so that the business manager as to what percentage of available inventory has been sold so that the business manager can alter the GM adn GSM.
Account Executive
AE or also called a marketing consultant, sales representative, or salesperson. The stations AE target and call on local businesses to them advertising. This level of sales is typically referred to as direct or retail sales. They may also call on local adverting agencies hired by businesses to handle their advertising. They also sell advertising to the station’s web stream, so dial media, station promotions, and no traditional revenue generating events.
Program Director
PD is responsible for everything that ens up on the air. They direct and shape the station’s overall sound and make all of the decisions regarding programming, with the final approval resting with the general manager. The PDS responsibilities are expanding as stations add additional high-definition (HD) channels to the main station signal. They also program the station’s web stream and social media content can add extra responsibilities to the PDS job description. First they must maintain the listener base the station currently has. Secondly they must attract new listeners. Third they must show consistent audience growth and achieve audience ratings goals
Music Director
A music director works closely with the program director to research and select the music that ends up on the air. The music director develops the lists of music (playlists) for the various times of the day (day parts) and creates the music rotation order so that the music always appears fresh and forward moving on the radio station.
Promotion Director
Closely aligned with the program director and the general sales manager is the promotion director. A promotion director works with the program director, the general sales manager, and the account executive to create sales-driven, format-centered promotions for the radio station. They are responsible for both the internal and external marketing of the radio station to listeners and sometimes involves overseeing the station’s social media presence
Internal marketing
Involves using all of the resources of the radio station to promote the station to expiating listeners. This includes on-air contests and giveaways, promotions of special station events such as movie premieres, and just about anything else.
External marketing
Involves using outside media such as the internet, billboards, newspapers, and television to promote the station to new potential listeners
Public Service/Community Affairs Director
Station promotions often involve a community group or organization as a public service function of the radio station. The person responsible for interfacing with the community
Production director
Responsible for part of the sound of the radio station. Production directors work closely with the program director so that the creative product that the department turns out fits the station’s format, style, and personality. Also maintains a close relationship with the general sales and account executives so that they are aware of the production department’s talents and creative abilities
Production Person
Although you are called a production person and you work in the production department, you play a vital role in the sales department. In addition to the other station staff a production person works with, a good production person seeks to develop a synergy with each of the AES so that he or she more clearly understands the sales and types of commercials the AES want for their clients
Continuity Director
A production person works closely with the station’s continuity director. The continuity director is the person who is responsible for writing all the commercials that turn listeners into customers for your station’s client. They are an interface between the sales department and the production department. Not only do they prepare the copy, they with the AE to get the copy approved by the client before it goes to production department
News Director
Reports to either the general manager or to the program director, depending on the station. Generally, the news director meets on a regular basis with teh program director to make sure that the style of news that is being presented fits the format.
Sports director
The sports director is responsible for the sports programming that is on the station. This might include daily sportscasts, any long-form sports coverage (such as college football), and doing play-by-play for local sporting events
Engineer
The people who keep your studios in excellent shape and keep your radio station on air. Regular communication with the engineer can help you maintain audio quality and get good technical advice and assistance when needed
