Media Selling: Television, Print, Internet, Radio (Wiley Desktop Editions) [Paperback]

Charles Warner (Author)

Book Description

Publication Date: May 5, 2009 | ISBN-10: 1405158395 | ISBN-13: 978-1405158398 | Edition: 4

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales.

• A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media
  
• Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites
  
• Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling
  
• Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Editorial Reviews

Review

“Media Selling has set the bar once again—providing the new knowledge standard for the industry.  Whatever segment of media and advertising you’re involved in, you must read Media Selling to matter in the next-generation of media.” Dean DeBiase, CEO, TNS Media, Co-author of The Big Moo

 “Charlie Warner has trained more professionals in the art -- and science -- of selling radio, television, print, and interactive than anyone else.  I've had the opportunity to witness his insights at work, and this book is an invaluable tool for anyone hoping to succeed in media selling." Bob Pittman, Founding Member of Pilot Group, Co-Founder of MTV and former CEO of MTV Networks and  COO of AOL and AOL Time Warner

"Media Selling is the preeminent text for anyone considering a career or currently employed in sales. Incorporating traditional and new media, it details both the theory and real world practice of selling. Simply put, if you want to do sales well, Media Selling is a must read. It's the only book I will use.” Darryl Smith, University of West Florida

  “Charlie Warner’s Media Selling is a complete, thorough playbook that expertly explores how to win in today's cross-selling media environment." George Bodenheimer, CEO of ESPN and ABC Sports

From the Back Cover

For the past two decades, Media Selling and its predecessor, Broadcast and Cable Selling, have served students and professionals in the broadcasting, cable, print, and Internet industries as an indispensable tool for learning, training, and mastering sales techniques for these media.

This newly revised and updated edition addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. This fourth edition includes chapters on sales ethics, emotional intelligence (discerning and then matching the emotional needs of a prospect), and Internet selling. Praised by educators and sales training managers throughout the country, Media Selling advocates a solution-selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”

See all Editorial Reviews

Product Details

• Paperback: 616 pages
• Publisher: Wiley-Blackwell; 4 edition (May 5, 2009)
• Language: English
• ISBN-10: 1405158395
• ISBN-13: 978-1405158398
• Product Dimensions: 9.4 x 6.5 x 1.8 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #705,224 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.