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Chapter 6 is the longest in the book and probably the most valuable in commercial terms. In order to encourage the odd sale, this chapter will not be available on the Web. To read it, you will need to buy the book. The topics covered in chapter 6 are:
The live read
The recorded commercial
The difference between sponsorship and advertising
The value of a local focus
Competing with other media by meeting advertisers' needs
Regulations and standards
Style of commercials
Advertising should be interesting
How many minutes per hour?
Length of spots
Spots, flights, and campaigns
How often to repeat a commercial
The most effective times for commercial messages
When are the peak listening times?
CPM (Cost per thousand)
Setting your rate structure and time zones
Increasing revenue from commercial messages
Who will deal with the advertisers?
Paying commissions to staff
What should a rate card contain?
Possible formats for rate cards
The rubber rate card
Creating a database
Advertising to advertisers