ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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ELECTRONIC MEDIA MANAGEMENT Fifth Edition Peter K. Pringle Michael F. Starr AMSTERDAM • BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Focal Press is an imprint of Elsevier
Page 1: ELECTRONIC MEDIA MANAGEMENT Fifth E
Page 5 and 6: Table of Contents Preface xiii Ackn
Page 7 and 8: Union Negotiations 83 Reasons for J
Page 9 and 10: The Promotion Plan 194 Audience Pro
Page 11 and 12: Organization and Personnel 289 Mana
Page 13 and 14: Preface Every generation probably w
Page 15 and 16: Acknowledgments Terry Bonvillain, C
Page 17 and 18: 1 Broadcast Station Management This
Page 19 and 20: MANAGEMENT DEFINED If you were to a
Page 21 and 22: To assist managers in carrying out
Page 23 and 24: of two or more persons.” As emplo
Page 25 and 26: who saw their employees as having a
Page 27 and 28: FIGURE 1.3 Systems approach to orga
Page 29 and 30: Organization. In the intervening ye
Page 31 and 32: ORGANIZING Organizing is the proces
Page 33 and 34: Local Sales Assistant General Sales
Page 35 and 36: station. As a result, employee mora
Page 37 and 38: DECISIONAL ROLES These roles grow o
Page 39 and 40: THE LICENSEE Ultimate responsibilit
Page 41 and 42: attentive to the treatment of emplo
Page 43 and 44: SUMMARY Management is defined as th
Page 45 and 46: 13 Herzberg, Mausner, and Snyderman
Page 47 and 48: 2 Financial Management This chapter
Page 49 and 50: THE ACCOUNTING FUNCTION The account
Page 51 and 52: Station ________________ Delta Star
Page 53 and 54:
Station ________________ Delta Star
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FIGURE 2.2 Vendor proposal to desig
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RECEIPTS FIGURE 2.4 Financial recor
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Current liabilities include account
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FIGURE 2.6 Example of a broadcast s
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• recordings • music licensing
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FIGURE 2.7 Broadcast station income
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B. Each employee’s workload shoul
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5. Insurance Insurance has become a
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MONITORING FINANCIAL PROGRESS Manag
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The stock market has begun to quest
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ADDITIONAL READINGS Jablonsky, Step
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Human Resource Management This chap
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Job analysis identifies the respons
Page 81 and 82:
Application For Employment Hometown
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EDUCATION: Name & Location Course S
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The interview gives the station the
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A letter should be mailed to the un
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• Has the immediate supervisor ha
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• initiative • knowledge of com
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Pension plan: Provided by fewer tha
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their departments or transfer to an
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The basic unit of a national or int
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of meal breaks, reimbursement to em
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3. Management Attitudes and Behavio
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Civil Rights Act of 1964, as amende
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• analyze periodically measures t
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FIGURE 3.2 Continued. Human Resourc
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licensees each year. Managers can t
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Managers are advised to develop and
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ignored. They may feel uncomfortabl
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EXERCISES 1. Was the station manage
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4 Broadcast Programming This chapte
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The reach of television and the ext
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and promotional announcements. They
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Program management: The duties of t
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• tactical, that is, methods of p
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Traffic reports: Local traffic cond
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Examples of locally produced inform
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greater the coverage. Coverage also
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Commercials Headlines FIGURE 4.3 Fo
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mercials and other nonmusic content
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the market, the age of the program,
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PROGRAMMING FACTORS The TV program
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years, making it difficult for a st
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10. Don’t place an expensive prog
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Early Morning (6:00 A.M. to 9:00 A.
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often run movies, syndicated talk,
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Late Fringe During this period, mos
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achieve the strongest possible lead
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FIGURE 4.5 Continued. The guideline
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FIGURE 4.5 Continued. outside the b
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Broadcast Programming was 36, up fr
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ular subgroup of the population, id
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The board will be meeting again in
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This chapter considers 5 Broadcast
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• produce a profit for the statio
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• Preparing and controlling the d
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• controlling the department’s
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• Only the cost of 30-second spot
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tion for buying other spots. The ef
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commercial time in programs directe
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LOCAL AND REGIONAL SALES: THE ACCOU
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Day Activities 1. Tour of station a
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• availabilities, to show how the
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4. What do they offer customers tha
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of the audience, personality profil
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• past and present advertising ac
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“I tried your station once and I
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established revenue goal with a fou
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To represent the station effectivel
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Advantages Disadvantages Diary Prov
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AUDIENCE MEASUREMENT TERMINOLOGY To
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Gross impressions (GIs): The total
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However, in an era of intensive inv
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Sales and advertising practices are
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NOTES 1 47 CFR 73.1941(c). 2 Ibid.,
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6 Broadcast Promotion and Marketing
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• evaluating campaigns • conduc
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ers to sample the station’s progr
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are important in establishing or re
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The television supplement published
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FIGURE 6.4 A station’s logo may b
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schedule, interests, and personalit
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station should consider ways in whi
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Assuming that the contest idea rais
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same goes for reality programs, sit
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ing costs by including the promotio
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Target Clients Will the campaign be
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Mailings or E-mails to actual and p
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of deriving benefits and minimizing
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The mall will make a $10,000 advert
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7 Broadcast Regulations This chapte
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which had already been legislating
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• The level of understanding and
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Cohn and Marks LPP provides special
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APPLICATION AND REPORTING REQUIREME
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typical station quarterly issues/pr
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FIGURE 7.4 Continued. the seller an
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UHF stations to count for only one-
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PROGRAMMING POLICIES Programming po
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cast. Thus, even if the proposed br
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FAIRNESS DOCTRINE The Fairness Doct
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The 1987 indecency standard has bee
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ON-THE-AIR HOAXES The electronic me
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If a broadcast station or network a
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exceptions to the general rule. Fir
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e made public, or the licensee beli
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REGULATORY FEES The Omnibus Budget
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opposes. It will contain visual foo
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28 New Indecency Enforcement Standa
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8 Managing the Cable Television Sys
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usiness, and establishes the terms
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extremely important. It should incl
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Accounting Inventory Clerk Accounts
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And stiff competition has arrived i
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The 1992 law considerably reduces p
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FIGURE 8.4 Excerpt from a PPV marke
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FIGURE 8.5 Cable tiers. (Source: Co
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account balance and the date and am
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Cable has about twice the number of
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Technical salaries Utilities Techni
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In response, Congress passed the Ca
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FIGURE 8.10 Analysis of multichanne
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He faces a dilemma: should he retai
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9 Public Broadcast Station Manageme
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1. local noncommercial educational
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• engineering • administration
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cause a fatigue factor in the audie
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Special events are an additional so
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FIGURE 9.4 Support elements for WYE
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FIGURE 9.5 Expense dollar distribut
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ee. Among the many sources for inst
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popular publication called New Orle
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Additional ratings information is a
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An example can explain the center
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Administration is the management fu
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FEDERAL GOVERNMENT Public radio rel
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FIGURE 9.9 Revenue distribution for
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Jazz is mainly recorded music and l
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Companion and Michael Feldman’s W
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FIGURE 9.11 Who WWOZ’s listeners
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LOW-POWER FM RADIO In 2000, the FCC
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tal funds, public television has be
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NOTES 1 http://www.fcc.gov. 2 Ibid.
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10 Entry into the Electronic Media
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There are several ways of accumulat
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FIGURE 10.2 Cable television help w
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tions wanted” ads, and associatio
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the opportunities offered by libera
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than 9,000. The major trading activ
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FIGURE 10.6 Continued. Despite the
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FIGURE 10.7 Continued. The receipt
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FIGURE 10.8 Media broker’s announ
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the return on investment will be le
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The multiple will vary depending on
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NON-TRADITIONAL FINANCING As one of
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FIGURE 10.9 Continued. provided goo
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FIGURE 10.10 Acquisition company du
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FIGURE 10.11 Excerpt from FCC Form
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Consumer Protection and Competition
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in a proposal. Local governments ha
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FIGURE 10.13 Continued. constructio
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lier years. And the reduced number
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EXERCISES 1. Name three types of fi
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A Appendix TV Parental Guidelines T
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B Appendix Excerpt from Membership
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Appendix B 371
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Appendix B 373
Page 391 and 392:
Appendix B 375
Page 393 and 394:
Appendix B 377
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Glossary Acceptable Use Policy (AUP
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Community Service Grant (CSG): a gr
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Focus group: a research method in w
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Management: the process of planning
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Pretax loss: the excess of expenses
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Trade-out: see barter. Trailing cas
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The first part of the bibliography
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Crandall, Robert W., and Harold Fur
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Jablonsky, Stephen F., and Noah P.
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Radio Marketing Guide & Fact Book,
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Broadcast Engineering. Primedia Bus
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Accounting, 33-49 planning financia
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Bumper, 116 Bureaucracy, 6 Business
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Electronic media business, entry in
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Food, Drug, and Cosmetic Act, 225 R
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top, 13 traffic, 16 Market area, de
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fixed-position, 210 image, 195, 217
Page 429 and 430:
Roethlisberger, Fritz J., 7 Rotatio
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Unions, trade, 80-86 contracts, 81-
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