Sales 4

Commercialization: A Retrospective

As the first decade of the twenty-first century wound down, the level of radio advertising did as well, due to a decimated economy. In fact, late in 2007, the Radio Advertising Bureau (RAB) reported 18 consecutive months of decline. Still, selling commercials keeps the majority of radio stations on the air. It is that simple – yet not so simple. In the 1920s, broadcasters realized the necessity of converting the medium into a sponsor-supported industry. It seemed to be the most viable option and the key to growth and prosperity. However, not everyone approved of the method. Opponents of commercialization argued that advertising would decrease the medium's ability to effectively serve the public's good, ...

Get The Radio Station, 8th Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.