Media Sales
Media Selling
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Media Selling: Television, Print, Interactive, Radio
By Charles Warner

For two decades, Broadcast and Cable Selling 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. In an era of media convergence and cross-platform selling, the original text has been re-crafted twice, first as Media Selling: Broadcast, Cable, Print, and Interactive - Third Edition now as Media Selling: Television, Print, Interactive, Radio.

In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The fourth edition of Media Selling addresses these significant changes and continues to be the seminal resource for information on media sales. The text retains all of its original insight into the electronic media, while adding in-depth and expanded insight into interactive selling.

Readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of prospects), and up-to-date information on selling display and search advertising on the Internet. Praised by educators and sales training managers throughout the world, Media Selling advocates a solutions-selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”

Contents Include:


Part One: The Marketing/Media Ecology and Personal Selling

1. The Marketing/Media Ecology - Charles Warner
2. Selling: Assumptions, Approaches, and Types of Selling - Charles Warner
3. Sales Ethics - Charles Warner
4. The AESKOPP System of Selling - Charles Warner

Part Two: Attitude, Emotional Intelligence, and Skills
5. Attitude and Goal Setting - Charles Warner
6. Emotional Intelligence - Charles Warner
7. Skills: Effective Communication, Effective Listening, and Understanding People - Charles Warner
8. Skills: Influence and Creating Value - Charles Warner
9. Skills: Prospecting and Identifying Problems - Charles Warner
10. Skills: Generating Solutions, Proposals, and Presentations - Charles Warner
11. Skills: Presenting - Charles Warner
12. Skills: Negotiating and Closing - Charles Warner
13. Skills: Servicing - Charles Warner

Part Three: Knowledge
14. Business and Finance -William Redpath
15. Marketing - Tim Larson and Ken Foster
16. Media Research - Roger Baron
17. Advertising - Charles Warner
18. Television - J. William Grimes and Ron Steiner
19. Newspapers - Thomas Stultz
20. The Internet - Vince Thompson and Paul Talbot
21. Radio - Paul Talbot
22. Magazines - Phil Frank
23. Media Comparisons: Advantages and Disadvantages - Charles Warner

Part Four: Opportunities, Preparation, and Persistence
24. Opportunities: Organization and Time Management - Charles Warner



About the Authors: Charles Warner is the Goldenson Professor Emeritus at the University of Missouri School of Journalism. He teaches graduate courses at The New School in New York. He is also an active blogger at and He is the author of the first edition of Broadcast and Cable Selling, the classic text in the field. He was a Vice President of America Online Interactive Marketing from 1998–2002. He has been actively involved in consulting and training for such companies as ABC, CBS, NBC, Fox, ESPN, MTV, Turner Broadcasting, A.H. Belo, Viacom, Clear Channel, AOL, and MSN. Before entering academia in 1981, he was Vice President and General Manager of WNBC-AM, WMAQ-M and WKQX-FM, WWSW-AM and WPEZ-FM, and CBS Radio Spot Sales. He attended Dartmouth College, earned his BFA from the School of Dramatic Arts at Columbia University, and earned his MS in journalism from Southern Illinois University.

Roger Baron is Senior Vice President, Director of Media Research for advertising agency DRAFTFCB. He received a BA in Communications and Public Policy at the University of California, Berkeley, and an MA in Telecommunications at the University of Southern California. His professional experience includes five years at Leo Burnett as a media researcher and media supervisor on the Kellogg cereal account. He spent 12 years at D’Arcy Masius Benton & Bowles, San Francisco, the last four as VP/Media Director. He is a past president of the Media Research Club of Chicago and today is active in the Advertising Research Foundation. He serves as DRAFTFCB’s representative to the AAAA Media Research Committee, the Media Rating Council and other industry groups. He is co-author with Northwestern professor Jack Sissors of Advertising Media Planning, 6th edition, the largest selling college text on the subject.

Ken Foster has 30 years of marketing and media experience, having worked on the agency, media, and client sides of the business. He has written four educational marketing books and taught Marketing Communications and Media Analysis at the University of Utah for 21 years. He served in the administration at the University of Utah for 20 years and was in charge of Marketing and Public Relations until he retired in 2001 to consult with private industry and educational institutions. He has worked extensively with organizations of all sizes all over the USA in both the public and private sector.

Phil Frankwas formerly VP, new business development at Time, Inc.’s Corporate Sales and Marketing Department. He was a VP and National Sales Manager of AOL Interactive Marketing and before that a media supervisor at Ogilvy & Mather and a Senior Vice President and Group Media Director at Ammirati Puris Lintas. He earned his BA from Lehigh University.

J. William Grimes is a widely known media professional who has been President/ CEO of four major media companies, including Univision Multimedia Inc, Zenith Media, and ESPN (1981–1988) where he was the recipient of the USA Today Sports Executive of the Year and the Gallagher Report’s Television Executive of the Year. He is also a former Senior Vice President of CBS. He taught a graduate Media Economics course in the Media Studies and Film Department at The New School in New York and was coordinator of the department’s graduate Media Management Program. He earned his BA from West Virginia University and studied Law at St John’s University.

Tim Larson is Associate Professor of Communication at the University of Utah and co-director of its Integrated Marketing Communication Certificate Program. He is the director of the New Media Sequence at the University of Utah and teaches media policy, management and IMC courses at the undergraduate and graduate level. Prior to coming to the University of Utah, he was on the staff of the Wisconsin Governor’s Blue Ribbon Cable Task Force. Dr Larson earned his PhD from the University of Wisconsin.

William Redpath is a Vice President of BIA Financial Network, Inc., Chantilly, Virginia. Prior to joining BIAfn in 1985, he was an auditor with the Cincinnati office of Arthur Andersen & Co.; Assistant Financial Manager of WISH-TV, Indianapolis; on the internal audit staff of ABC in New York; and a Senior Financial Analyst with NBC in New York. Mr Redpath earned a BA degree in Economics and Political Science from Indiana University and an MBA from the University of Chicago. He is a Certified Public Accountant (Virginia), a Chartered Financial Analyst, an Accredited Senior Appraiser in Business Valuation in the American Society of Appraisers, and holds the Accredited in Business Valuation designation from the American Institute of Certified Public Accountants.

Ron Steinerhas had a 41-year career in broadcast television as a television station general sales manager, a television station general manager, a consultant to television station group owners, and a consultant and seminar leader for numerous state broadcast associations. He is the founder of Broadcast Sales Training, the leading sales training program utilized by television stations. He created the Broadcast Sales Academy, the most respected training program for television salespeople. He is also the creator and lead trainer for the New York State Broadcasting Association Sales Certification Program and creator and founder of www.tvsalespro. com, a multi-media sales training program “TV Sales Pro,” delivered on the Web and via satellite.

Thomas Stultz is a 35-year newspaper veteran who has held a variety of executive positions in the industry including, most recently, President and CEO of Triple Crown Media, Inc. He has held senior management and marketing positions with Multimedia Newspaper Company, Inc. in Greenville, SC, Suburban Newspapers of Greater St Louis, and Harte-Hanks Communications, Inc. He began his newspaper career as a reporter in Ashland, KY. Today he serves as Senior Vice President and Managing Director of IMG College, a division of IMG Worldwide, Inc. and is based in Lexington, KY where he leads the company’s collegiate sports marketing rights and its association management businesses. He earned his MBA from Georgia State University.

Paul Talbot is Vice President of Sales, and before that was Vice President of Sales for Sporting News Radio. He was Senior Vice President and Market Manager for the Infinity Broadcasting (now CBS Radio) radio stations in Phoenix, AZ, and sales manager for that station group prior to being promoted to run the group. He was also National Sales Director, Interactive Marketing, with AOL and before that a regional sales manager with AOL.

Vincent Thompson is founder of Middleshift LLC, an Internet consulting company that has worked with,,, TVGuide. com, and Spark Networks. Middleshift has also represented the original content of Michael Eisner’s and Rob Barnett’s to marketers. Prior to his consultancy, Vince spent seven years at AOL where he was the Regional Vice President of Sales in the Southwest. Earlier in his career he worked in sales and business development for Third Age Media and before that managed local television station sales forces. He is the author of the best selling business book, Ignited: Managers, Light up Your Company and Career for More Power, More Purpose, and More Success. He holds an undergraduate degree in Communications from the University of Southern California’s Annenberg School of Communications and a Masters in Business Administration from Pepperdine University’s Graziadio School of Business.

Publication Date: 2009
Size: 600 pages, 7" X 10"
Binding: Paperback
Publisher: Wiley-Blackwell.