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Contemporary Radio Programming Strategies

David T. MacFarland · ISBN 9781315443508
Contemporary Radio Programming Strategies | Zookal Textbooks | Zookal Textbooks
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Publisher Taylor and Francis
Author(s) David T. MacFarland
Published 23rd September 2016
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This book, first published in 1990, offers an in-depth analysis of the ‘fundamental beliefs’ of radio. This refers to the common understanding of what the radio enterprise is – and should be – about: entertainment and information. A major thrust of this book is to arrive at a set of fundamental beliefs about the values and the realities of the radio business in regard to entertainment programming – a set of beliefs that may or may not be right, or forever, but that might at least provide a basis for developing programming strategies. Most other books on radio programming describe the formats and programming that already exist. This one starts with a clean sheet of paper and the question ‘What do listeners really want from radio?’

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