Commercialization: A RetrospectiveOutlook for Local Broadcast Radio’s CompetitivenessSelling AirtimeBecoming an Account ExecutiveThe Sales ManagerRadio Sales ToolsHispanic Radio: Bias in the Buying ProcessPoints of the PitchLevels of SalesProfit Should Not be the Sole Reason We Are in BusinessSpec SpotsObjectives of the BuyProspecting and List BuildingPlanning the Sales DaySelling PersonalitySelling With and Without NumbersAdvertising AgenciesRep CompaniesNew Revenue Sources: Websites, HD Radio, Streaming, Digital, and PodcastingPodca$hing InRadio 2.: Today’s Local Integrated Solution ProviderNontraditional RevenueTrade-OutsTraffic and BillingWhat is Traffic? (No, We Mean the Other Traffic)Chapter HighlightsSuggested Further ReadingAppendix 4A: RAB Guide to Writing Great Radio CopyAppendix 4B: Socast media: Why Mobile Apps Are Essential for Digital SuccessAppendix 4C: Socast Media: How to Monetize On-Air Content Through the Web and Social Media