Religious Broadcast Management Handbook
Grand Rapids, Mich.: Academie Books;Zondervan (1986), 294 pp.
ISBN 0-310-39741-3
"The Religious Broadcast Management Handbook is a comprehensive sourcebook of practical information about radio and television broadcasting. Christian broadcasters need to know everything secular professionals in the same field need to know—and more. This book covers everything from buying air time to station ownership, from progamming to engineering." (Back cover)
"More than 60 million people tune in Christian television programs every month. The number of people listening to Christian radio is even higher: 73 million adults. Current statistics on the degree of duplication between television and radio audiences are not available, but it is reasonable to assume that the total in the '80s is much greater than the 1978 estimate of 128 million. The Religious Broadcast Management Handbook is long overdue because the field is growing faster than people can be trained. Dr. Thomas Durfey has more than 30 years of broadcasting experience, while James Ferrier has nearly 20 years of experience as a journalist." (Foreword, page 9)
PART ONE. DEVELOPMENT: A BRIEF HISTORY OF BROADCASTING
1From the Wireless to Television, 13
2 Getting the Good News to the People, 27
PART TWO. OWNERSHIP OPTIONS: MAKING THE COMMITMENT
3 Buying Established Stations, 41
4 Building New Stations, 51
PART THREE. ENGINEERING: MAKING THE RIGHT CONNECTIONS
5 Positioning for FCC Grants: AM Allocations, 63
6 Waiting for the FM Window to Open, 77
7 Engineering Maintenance Programs, 83
PART FOUR. PROGRAMMING: FROM MUSIC TO PUBLIC AFFAIRS
8 Historical Development of Programming, 91
9 Format Development in a Market, 97
10 Programming for Christian Stations, 109
11 News and Public Affairs, 119
PART FIVE. SALES AND PROMOTIONS: DOLLARS AND SENSE
12 The Importance of Promotions, 135
13 The Basics of Selling Air Time, 147
14 Other Aspects of Broadcast Sales, 157
15 Closing the Sale, 171
16 Broadcast Sales Management, 181
17 Noncommercial Operations, 197
PART SIX. MANAGEMENT: BEHIND THE SCENES
18 Personnel and Program Management, 205
19 Office Management, 215
20 Management From a Biblical Perspective, 225
Appendix 1: Field Intensity Measurements, 237
Appendix 2: Tenderability Defects, 243
Appendix 3: National Religious Broadcasters' Code of Ethics, 273
Appendix 4: Weekly Summary Sheets, 277
Appendix 5: Advertising Sales Example, 279
1From the Wireless to Television, 13
2 Getting the Good News to the People, 27
PART TWO. OWNERSHIP OPTIONS: MAKING THE COMMITMENT
3 Buying Established Stations, 41
4 Building New Stations, 51
PART THREE. ENGINEERING: MAKING THE RIGHT CONNECTIONS
5 Positioning for FCC Grants: AM Allocations, 63
6 Waiting for the FM Window to Open, 77
7 Engineering Maintenance Programs, 83
PART FOUR. PROGRAMMING: FROM MUSIC TO PUBLIC AFFAIRS
8 Historical Development of Programming, 91
9 Format Development in a Market, 97
10 Programming for Christian Stations, 109
11 News and Public Affairs, 119
PART FIVE. SALES AND PROMOTIONS: DOLLARS AND SENSE
12 The Importance of Promotions, 135
13 The Basics of Selling Air Time, 147
14 Other Aspects of Broadcast Sales, 157
15 Closing the Sale, 171
16 Broadcast Sales Management, 181
17 Noncommercial Operations, 197
PART SIX. MANAGEMENT: BEHIND THE SCENES
18 Personnel and Program Management, 205
19 Office Management, 215
20 Management From a Biblical Perspective, 225
Appendix 1: Field Intensity Measurements, 237
Appendix 2: Tenderability Defects, 243
Appendix 3: National Religious Broadcasters' Code of Ethics, 273
Appendix 4: Weekly Summary Sheets, 277
Appendix 5: Advertising Sales Example, 279
