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Radio Programming: Tactics and Strategy by Eric Norberg

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1

The Basic Principles of Radio Programming

 

 

 

The Station versus the Programs

From the twenties to the mid-fifties, radio was a program-oriented medium. Listeners tuned in programs, and which station (or even which network) broadcast them was relatively unimportant. Television snatched away this function in the fifties, and at first, amid steep audience declines, it appeared that radio—the broadcast medium that didn’t have pictures—had been made irrelevant by video. The funeral was premature.

The first step toward modern format-oriented radio occurred in Omaha, Nebraska. According to legend, Todd Storz was hunting for something profitable to do with his daytime radio station, KOWH. He was talking it over with colleague Bill Stewart in ...

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