Excerpt from Production and Direction of Radio ProgramsThe Purpose of this book is to provide a useful volume on radio production for those who are busy performing tasks within the industry and for those who hope to enter radio's gates to create or direct, entertain or inform, or to assist in any capacity.Radio has grown so fast that many persons employed in it have only a vague conception of the functions involved in producing and directing programs. As in the theatre, each one who does a special task should understand the work of the others who surround him. It is especially necessary in radio that the program builder's work be clear to those who are in administration, engineering, sales, and publicity.The entire industry exists for the sake of the production functions which this book describes. Radio broadcasting as at present organized will proudly survive only in so far as knowledge, skill, and the showman's flair are increasingly evident in radio performances. Competent craftsmanship is more worthy of honor than clever salesmanship. The proficient showman is of more value to a radio organization than the adroit manipulator.It is as important for the student of radio broadcasting to understand these values as it is for those employed in the industry. Radio has come to a point at which it has the same glamorous appeal as motion pictures. Thousands every year are drawn to it, seeking fame and fortune.
John E. Gamble is currently Associate Dean and Professor of Management in the Mitchell College of Business at the University of South Alabama. His teaching specialty at USA is strategic management and he also conducts a course in strategic management in Germany, which is sponsored by the University of Applied Sciences in Worms.
Dr. Gamble's research interests center on strategic issues in entrepreneurial, health care, and manufacturing settings. His work has been published in various scholarly journals and he is the author or co-author of more than 50 case studies published in an assortment of strategic management and strategic marketing texts. He has done consulting on industry and market analysis for clients in a diverse mix of industries.
Professor Gamble received his Ph.D. in management from the University of Alabama in 1995. Dr. Gamble also has a Bachelor of Science degree and a Master of Arts degree from the University of Alabama.
