Media Selling: Broadcast, Cable, Print, and Interactive [Paperback]

Charles Warner (Author), Joseph Buchman (Author)

Book Description

Publication Date: July 16, 2003 | ISBN-10: 0813804175 | ISBN-13: 978-0813804170 | Edition: 3

For the past two decades, Broadcast and Cable Selling has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling, authors Warner and Buchman have re-crafted this landmark text as Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition.

In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of Media Selling addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text retains all of its original focus on the electronic media, while adding in-depth and expanded information on newspaper, magazine, Interactive, Yellow Pages, and outdoor/billboard.

Among the new chapters and features to this edition, readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of a prospect), and up-to-date information on Interactive media selling. Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition advocates a solution selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”

Editorial Reviews

From the Back Cover

Author Charles Warner has done it again. In Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition, Warner recrafts has landmark text, Broadcast and Cable Selling, to meet the needs of students and professionals in all of the advertising-supported media. Like its processor, Warner’s latest effort is an indispensable tool for learning, training, and mastering sales and negotiating techniques for the media.

In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of Media Selling addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text includes in-depth and expanded information not only on broadcast and cable selling but also on newspapers, magazines, yellow pages, Interactive, and outdoor media-a necessary in an era of media convergence and cross-platform selling.

Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Paint, and Interactive, Third Edition advocates a solutions selling approach that one reviewer called "the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read."

About the Author

Charles Warner has returned to his position as the Leonard H. Goldenson Endowed Professor of Local Broadcasting at the University of Missouri School of Journalism after having served as a Vice President of Interactive Marketing for America Online for four years. He also served as the Department Chair of Mass Communication at Menlo College and as Vice President and General Manager of several major radio stations in New York City, Chicago, and Pittsburgh, and of CBS Radio Spot Sales.

Product Details

• Paperback: 616 pages
• Publisher: Wiley-Blackwell; 3 edition (July 16, 2003)
• Language: English
• ISBN-10: 0813804175
• ISBN-13: 978-0813804170
• Product Dimensions: 9.8 x 7.6 x 1.3 inches
• Shipping Weight: 2.6 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #652,261 in Books (See Top 100 in Books)

More About the Author

Charles Warner is a blogger at MediaCurmudgeon.com, on the Huffington Post, and on Jack Myers Media Biz Bloggers He teaches at The New School and NYU's Stern School of Business, and is the Goldenson Chair Emeritus at the University of Missouri School of Journalism. He is also a volunteer in the Family Program at the Metropolitan Museum of Art in New York.

Until he retired in 2002, he was Vice President of AOL's Interactive Marketing division. Before joining AOL, he was the Goldenson Endowed Professor at the Missouri Journalism School where he taught media management and sales, and he created and ran the annual Management Seminar for News Executives.

Charlie's book Media Selling is an update of Broadcast and Cable Selling and is the most widely used sales textbook in the field. He has also written a companion book to Media Selling titled Media Sales Management that is available free on www.medialselling.us.

Charlie has also served as a management and sales consultant and trainer for CBS, ABC, ESPN, MTV, TCI, Fox, AH Belo, Hearst Magazines, Microsoft's MSN, Cox Cable, The Hyperfactory, and many other major media and online com¬panies. He has also been VP, General Manager, of WNBC-AM (now WFAN) in New York, WMAQ-AM and WKQX-FM in Chicago, WWSW-AM and WPEZ-FM in Pittsburgh, and CBS Radio Spot Sales.

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars Media Selling and Media Literacy, December 19, 2004

By 

A. C. Sebek "Teacher" (New York City) - See all my reviews
(REAL NAME)   

This review is from: Media Selling: Broadcast, Cable, Print, and Interactive (Paperback)

Mass Media has replaced the public square in the 21st Century. I teach production and design for media. For those who want to teach media literacy and an understanding of media and media systems in the United States this book offers valuable insight into our media's inner workings. Charles Warner spent decades in the trenches and board rooms of major media organizations. Without the knowledge of the inner workings of the systems for which they design, my students cannot produce meaningful and transformational design for the industry. As consumers of media and practitioners in the making of media, we need to understand the media selling world. Charles Warner's real world anecdotes are worth the price of the book. The Cable Television chapter by William Grimes is required reading for my Broadcast Design students. This book essential reading for anyone who wants to understand how the economics of media affects the democratic dialogue in the public sphere.

3 of 3 people found the following review helpful:

4.0 out of 5 stars Media Sales Exec., February 27, 2004

By A Customer

This review is from: Media Selling: Broadcast, Cable, Print, and Interactive (Paperback)

This book is a must read for anyone interested in getting into media sales or those wanting to sell more effectively. Charlie is a consummate pro who balances decades worth of actual media sales experience (not as a consultant, but as a front line seller) with finely honed skills as a teacher. His contributing authors take a pragmatic approach to each of their subjects that allows you to jump to the section to match your interest in specific media platforms. Read this book yourself and make it required reading for your sales staff and watch the number of sales call go up, quality pipeline increase and deals get to closure faster.

3 of 3 people found the following review helpful:

4.0 out of 5 stars fFinally a comprehensive text for MEDIA SELLING, February 12, 2004

A Kid's Review

This review is from: Media Selling: Broadcast, Cable, Print, and Interactive (Paperback)

There have been scores of texts devoted to transactional selling skills. There are also some fine texts on Media Planning and buying....This is the first that I have uncovered that gives a comprehensive view to the skills needed to establish value and compete as a media sales rep. I was in radio sales management for27 years..I am currently teaching Advertising Sales at the University level...this text resembles the first 3 months of a rookie sales person.