CHAPTER 24

Creating Powerful Radio

Sales and Commercials

“Do anything you want on the air … but you still have to be able to sell it. If a sponsor is afraid to be associated with it, you lose.”

— The Greaseman (Doug Tracht, syndicated personality)

Why should someone on air, working in commercial radio, care about commercials? Because they pay the bills. An understanding of the revenue side of the industry makes anyone a more valuable asset to the station.

It’s remarkable how little some air personalities know or bother about the importance of commercials. They see the spots as a “break” in the programming instead of an integral part of the on-air package. A poorly done or boring commercial can be as much of a tune-out as any other bad programming, ...

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