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Radio: The Book, 4th Edition by Steve Warren

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THE LISTENERS

1

IN TOUCH WITH THEM

Every ratings service, research company, and individual radio station has endeavored to accurately identify the specific person it may call a listener. When I teach a class about radio programming in the United States or Europe (where commercial radio is in the developmental stages in many countries), I always write in the corner of the chalkboard this phrase: “It’s all about the listeners.” It may not be a bad idea to make several signs with this phrase on them and post them prominently in your studio and other key offices around the radio station.

In my classroom, at every opportunity, whether the session includes discussions about technology, sales, programming, music, promotions, style, management, or any ...

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