COM 160 Lecture 6 Outline of Last Lecture I. MagazinesII. Segmentation (and Advertising)III. Magazine TrendsOutline of Current Lecture I. History of the Radioa. Important people to knowb. Wireless Ship Act of 1910c. Radio Act of 1912d. Broadcastse. Advertising on the radiof. Networksg. Golden Age of radioh. Contemporary RadioCurrent LectureI. History of the Radioa. Oerstead  Electricity has a magnetic fieldb. Morse  Telegraphc. Hertz  Radio Wavesd. Marconi  Send wireless messages across a distancei. Great Britain destroyed his inventionThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.e. Reginald Fessenden  Fine-tuned Marconi’s invention. Made one of the first broadcasts.f. Lee De Forest  Invented Audiong. SS Republic – 1909 (New York)i. All members were savedii. Got promotion to be head wireless manager on Titanic. Turned it down because wife was pregnant and wanted him there when the baby was born.h. Wireless Ship Act 1912i. Radio Act of 1912i. Regulated the industry (radio)ii. Act was challenged and ceased 1. Ensued chaos2. Anyone could broadcast on any frequency3. Led to Radio Act of 1927a. Airwaves belong to the peopleb. License granted in “public interest, convenience, and necessity.”c. FRC established (Federal Radio Commission)d. Trustee Modeli. Spectrum scarcityii. Influence = Powerj. 1st Broadcastsi. Frank Conrad1. KDKAii. Radio became extremely populariii. Causes chaos1. Radio Act of 1927k. Radio does not come without a cost…i. Transmitting costs moneyii. Talent costs moneyiii. Need to make a profitl. Advertising on the radioi. 1st ad (1922)  WEAF in New Jerseyii. Early advertising  Polite/restrained1. Institutional Sponsorshipm. Networksi. RCA1. 24 station network: NBC (Later NBC Red)2. Then added NBCBlueii. CBS networkiii. Mutualn. The Golden Age of Radioi. Great Depression (1929)1. Damaged phonograph industry2. Need for free entertainment3. New genres became features:a. Comedyb. Audience participationc. Soap operasd. Children’s showse. Dramaii. News now read on airo. Entering the 40’s i. Cain Broadcasting Ruleii. NBC forced to sell ofiii. WW2 boosts radioiv. 1941  Government stepped in and asked for non-commercial currenciesv. 1949  Todd Storz: Disc Jockey1. “Playlist” (Jukebox idea)vi. Gordon McClendon1. Top 40 formatvii. 1958 Alan Freed  Paola  Can’t pay DJ’s to play their songs.p. Public Broadcastingi. 1967: Public Broadcasting Act1. CPB  Private corporation created by the Federal Gov.a. Umbrella over PBT (TV) and NPR (Radio) [Least bias]2. NPR  Private, not for profita. 200 NPR stations nationwide (WGLT)b. 700 public broadcasting stations nationwide (WZND)3. Limited government funding  Issues!q. Radio prospersi. Efective advertising mediumii. Radio is local1. 75% of advertising is localiii. Radio is fragmented1. Narrowcasted (niche)iv. Radio is specialized, personal and mobiler. Contemporary Radioi. Satellite radio (not satellite digital radio)1. Radio programming servicesii. Syndicated shows/adsiii. Voice-trackingiv. Satellite digital radiov. High Definition radiovi. Web radio1. Simulcast2. Bitcastersvii.