This book first published in 1990 offers an in-depth analysis of the fundamental beliefs of radio. This refers to the common understanding of what the radio enterprise is and should be about: entertainment and information. A major thrust of this book is to arrive at a set of fundamental beliefs about the values and the realities of the radio business in regard to entertainment programming a set of beliefs that may or may not be right or forever but that might at least provide a basis for developing programming strategies. Most other books on radio programming describe the formats and programming that already exist. This one starts with a clean sheet of paper and the question What do listeners really want from radio?
