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
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.