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Media Selling: Broadcast, Cable, Print, and Interactive 3rd Edition

4.1 out of 5 stars 7 customer reviews
ISBN-13: 978-0813804170
ISBN-10: 0813804175
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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.
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Product Details

  • Paperback: 616 pages
  • Publisher: Wiley-Blackwell; 3 edition (July 16, 2003)
  • Language: English
  • ISBN-10: 0813804175
  • ISBN-13: 978-0813804170
  • Product Dimensions: 7.2 x 1.3 x 10.2 inches
  • Shipping Weight: 2.6 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,629,409 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By A. C. Sebek on December 19, 2004
Format: 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.
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By A Customer on February 27, 2004
Format: 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.
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Format: 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.
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By A Customer on February 11, 2004
Format: Paperback
The anecdotes help make this an interesting read..which is difficult for a textbook. It is excellent for something thinking about going into the field or who is looking to review the basics.
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