Media Selling: Broadcast, Cable, Print, and Interactive

By Charles Warner and Charles H. Warner

For the past two decades, Broadcast and Cable Selling has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling, authors Warner and Buchman have re-crafted this landmark text as Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition . 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 retains all of its original focus on the electronic media, while adding in-depth and expanded information on newspaper, magazine, Interactive, Yellow Pages, and outdoor/billboard. Among the new chapters and features to this edition, readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of a prospect), and up-to-date information on Interactive media selling. Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition advocates a solution selling approach that one reviewer called "the best synthesis of behavioral psychology, common sense, and professional salesmanship I've ever read."

• Format: Paperback
• Language: English
• ISBN: 0813804175
• ISBN13: 9780813804170
• Release Date: July 2003
• Publisher: Wiley-Blackwell
• Length: 616 Pages
• Weight: 2.75 lbs.
• Dimensions: 1.4" x 7.0" x 10.0"

Customer Reviews

Media Selling and Media Literacy

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.

fFinally a comprehensive text for MEDIA SELLING

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.

Terrific background

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.

Great read...especially for a textbook

I found mr. warner and mr. buchman's book an excellent treatise on media sales. I also enjoyed the anecdotes. I have not seen a book like it.

This book is clear and comprehensive

I have worked in the media business for more than 15 years, have taken training courses offered by my company and industry groups. None of them covered all the topics in this book as clearly and comprehensively as this book does. It presents the "numbers" aspects of media very well and says more in a direct way about how to deal with clients than any other book I have read or course I have taken. I would have avoided a lot of mistakes if I had read this book 15 years ago!