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 | | Media Selling: Broadcast, Cable, Print, and Interactive by Charles Warner, Joseph Buchman ISBN-10: 9780813804170 ISBN-10: 0-8138-0417-5 ISBN-13: 9780813804170 ISBN-13: 978-0-8138-0417-0 Paperback 2003-07-16 Wiley-Blackwell Find Lowest Price |
Editorials | ||
Product Description 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.” | ||
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. | ||
Media Sales Exec. This book is a must read for anyone interested in getting into media sales or those wanting to sell more effectively. Charlie is a consummate pro who balances decades worth of actual media sales experience (not as a consultant, but as a front line seller) with finely honed skills as a teacher. His contributing authors take a pragmatic approach to each of their subjects that allows you to jump to the section to match your interest in specific media platforms. Read this book yourself and make it required reading for your sales staff and watch the number of sales call go up, quality pipeline increase and deals get to closure faster. | ||
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. | ||