Diversity in Advertising: Broadening the Scope of Research Directions

By Jerome D. Williams; Wei-Na Lee et al. | Go to book overview

CHAPTER EIGHT
When Perceptions Affect
Broadcasting in the Public Interest:
Advertising Media Buyers as an
Economic Hurdle for
Black-Oriented Radio Stations
Caryl A. Cooper
University of Alabama

If the re is one prevailing assumption that permeates the radioadvertising industry, it'sthis: higherratedradio stations earn greater advertising revenues than the ir lowerrated competitors in the same market. Radio stations that fail to earn revenue shares commensurate with the ir ratings are not uncommon. Certainly, other elements are involved: the format, the availability of advertisers placing addollars in themarket, an advertiser'sor ad agency's assessment of the buying power, spending patterns and responsiveness of the radio station'saudience, and economies derived from common ownership all play a part in a station'sability to attract advertisers(Ofori, 1999). However, patterns in rating-to-revenue share discrepancies not only raise eyebrows; the y also raise accusations of foulplay and questions about the agenda of those responsible forplacing advertising dollars. Moreover, because advertising playsa pivotalrole in a station'sability to broadcast in the public interest, patterns of revenue discrepancyraise the consternation of the Federal Communications Commission (FCC).

For morethan 20 years, owners and salespeople of Black-orientedradio stations have maintained that the ir stations do not receive advertising revenues that reflect the ir strengthin the market. The Re isevidence to supportthis perception. A specialreport releasedin January 1999 by the Civil Rights Forum (CRF) of the Federal Communications Commission shows that a disparitybetween

-133-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Diversity in Advertising: Broadening the Scope of Research Directions
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 447

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.