Bibframe Instance
TitleHow to build the radio audienceSupplementary ContentIncludes bibliographical references and index.NotePhysical details: illustrationsDimensions24 cmExtentxiii, 50, [19], 51-271 pagesProvision ActivityPublication: New York (State) 1938 Publication: New York; London: Harper & Brothers Publishers; 1938 Responsibility Statementby Douglas Duff Connah, Radio and Publicity Director, James A. Greene & Co. ; forewords by H.K. Boice, Arthur Pryor, Jr., Charles F. StevensEdition StatementForewords -- Broadcaster's foreword / by H.K. Boice -- Advertising man's foreword / by Arthur Pryor, Jr. -- Publicist's foreword / by Charles F. Stevens -- Preface -- Part 1. Public relations factors in commercial broadcasting -- The value of audience building -- What makes people listen to radio programs? -- How do we know they listen? -- Showmanship and the broad viewpoint -- Radio and the press -- Part 2. Audience-building tools and their use -- What are the tools? -- Advertising -- Publicity -- Publicity-- special problems -- Exploitation -- Merchandising-promotion -- Manufacturing, sales, and dealer organization promotion -- Local program and local station promotion -- Conclusion -- Appendix A: Program promotion check list -- Appendix B: Sample publicity campaigns