The newly revised updated edition of

Creating Powerful Radio:
Getting, Keeping and Growing Audiences for News, Talk,
Information & Personality
from Focal Press
Order your copy now from www.amazon.com.



"This is the book I wish someone had given me..."
-David G. Hall
VP/Programming CBS Radio
KNX & KFWB Los Angeles

"Filled with the essential tricks of the
trade that take an entire career to learn"
-Lee Harris
1010 WINS/ New York

"My copy keeps getting stolen off my desk."
- Cathy Hughes
CEO Radio One

"Now I've got the help I need to find and develop hit
talent."
-David Gleason
Vice President of Programming
Univision Radio

For Managers, Programmers and Talent

* GROW AUDIENCES - Increase your ratings! LifeStage
Demographics: Know your audience and how they listen.

* PROGRAMMING Build exciting programming - even on dull news
days - with proven techniques to guide programmers and talent
to the next level of performance.

* NEWS Write and deliver powerful news. Learn multiple
version techniques and much more.

* PERSONALITY Identify winning talent. Develop strong air
personalities. Learn to
manage high ego talent and motivate your staff to do their
best.

* TALK Secrets to improve your show. Learn powerful radio
interview techniques and ways to make the talk win big.

* INFORMATION Break down the walls between news and
entertainment radio. Creative methods to easily write and
deliver complex, detailed stories or issues using the
multi-version method.

* PROMOTIONS Learn methods to spread the word about your
station and write powerful copy for more effective promos and
commercials

* AIRCHECKING A comprehensive step-by-step guide to show prep
and effective airchecking.


What people are saying about
Valerie Geller's Creating Powerful Radio

"A tremendous work!"
- Scott Shannon
program director/air personality
WPLJ, New York

"This is the book I hope my competitors don't read.
It's required reading for my staff."
- Jerry Bell
managing news editor,
KOA/KTLK, Denver

"If you want to understand what makes radio work, read this,
then read it again."
- Jon Faine
air personality,
774 ABC Radio
Melbourne, Australia

"It should be a textbook."
- Chris Berry
general manager,
WMAL, Washington, DC

"If you want to achieve compelling radio and increase
audiences, read this book immediately! Station 97.3 in London
has experienced massive growth using its methods."
- Scott Solder
programme controller
LBC Radio, London

"This book helped me create Britain's most successful local
radio station, with a 40 percent market share and number one
in the UK. Buy it. It works!"
- Keri Jones,
CEO/Radio Pembrokeshire
Wales, UK

"Making it in broadcasting takes more than just luck.
Creating Powerful Radio is your 'Road Guide' to success in
radio."
- Andy Vierra
program director
KNUU, Las Vegas

"This book will help your show get better."
- Al Rantel
talk show host
KABC, Los Angeles

"Wonderful."
- Paul Fisher,
vice president, Rogers Radio
Vancouver, BC, Canada


"Valerie Geller's first book was a triumph. It has proved to
be an excellent primer for my staff. Valerie is an
inspiration. If you can't get her for your station, buy this
book."
- John Ryan
managing director
BBC Radio. Manchester, UK

"This should be required reading in every newsroom and every
radio station."
- Radio World

* TABLE OF CONTENTS
******
1.** Creating Powerful Radio**********
2.** Finding & Developing Talent***
3.** Generators & Reactors**********
4.** Performance & Formatics
5.** Morning Shows
6.** From Rock to Talk
7.** Talk Shows
8.** Integrating News & Talk
9.** Interviews
10.* Show Prep
11.* Producers*
12.* Call Screening*
13.* High Ego Talent
14.* News
15.* Traffic & Weather Together
16.* Newswriting
17.* News - Anchoring*
18.* Multi-version News
19.* News - Integrating Radio & TV
20.* Public Service Announcements
21.* Avoiding Burnout
22.* Airchecking
23.* Promotion
24.* Sales & Commercials
25.* LifeStage Demographics
26.* Research
27.* Final Notes to Creative Talent
****** Index***

Note: A complete and full instructor's manual, by Prof.
Melissa McConnell Wilson with contributions from Prof.
LInwood Hagin, will be provided upon request from FOCAL PRESS
if you are interested in using Creating Powerful Radio for
your class curriculum.



Valerie Geller is an internationally acclaimed broadcast
consultant working with stations that emphasize news, talk,
information and personality radio.

www.gellermedia.com



Valerie Geller's
Principles of Creating Powerful Radio:

1. Speak visually, in terms your listener can "picture."
2. Find, and start with, your best material.
3. Tell the truth.
4 Never be boring.
5. Listen to your station, even when you are not on.
6. Make it matter.
7. Always address the individual, use "you."
Talk to ONE listener at a time.
8. Do smooth and engaging transitions & handoffs.
9. Promote, brag about your stuff.
10. Brag about other people's stuff
11. Be who you are on the radio.
12. Take risks. Dare to be great.
"Creating Powerful Radio is a fine guide for people inside
the radio biz and an explanation of that biz to people
outside, including the people who would like to get in. It's
the kind of book where the reader thinks, 'Oh that's why they
do that.' "
- David Hinkley
New York Daily News

"Creating Powerful Radio might eventually make an executive's
job at a satellite formatted affiliate much tougher."
- Professor Peter Hunn
Communications Studies Department
State University of New York, Oswego

"It's great. Read it!"
- Kim Komando
syndicated air personality

"I recommend it to everyone and I use it in my classes. I
love this book."
- Jo Maeder (The Rock 'N Roll Madame)
air personality and instructor
New York University

"Packed with insights, well written, and fun to read. It's
obvious why so many radio people consider this book 'a must!'
"
- John Sawatsky
professor of journalism
Carleton University, Ottawa, ON, Canada

"Brilliant."
- Phil Taylor
BBC, Scotland

"Creating Powerful Radio contains valuable tips and
information for presenters, managers, and programmers."
- Julia Sullivan,
Music & Media

"Useful and practical."
- Jan Orskov
journalist,
Danmarks Radio, Denmark

"It's my bible!"
- Asa Paborn
program director,
SBS Radio, Stockholm, Sweden

"We gave copies to the entire staff."
- Viktor Worms
Antenne Bayern
Munich, Germany

"Anyone even considering a career in radio should read this!"
- Adele Scheele, Ph.D,
Career Strategist, author: "Skills for Success"




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