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...intensive facilities involved with radio and television broadcasting. There i...count for more than 75 percent of broadcasters' losses. Tower owners and chief...

... began on a higher ground: religion. Before you haul me off to a padded room, let's define "infomercial."An infomercial is an advertisement for a product or service that has been expanded with information, entertainment, or both to retain the attention of the audience. In the old days, itinerant preachers would pass the basket after preaching a message that was interspersed with hymn-singing. When radio, and later television, arrived on the scene, preachers began purchasing half-hour or larger blocks of air time to carry their message to a larger audience, replacing the traditional basket with a plea for donations. Profitable? You bet! Many such ministries built huge cathedrals, multi-media production centers, and even their own television stations from the revenues generated by "religious" infomercials. In the meantime ... people marketing products and services just rambled along as usual, purchasing 30- and 60-second time slots for their commercials. For a long time this worked well enough. With only three networks and a limited number of television stations (four networks for radio), only so much advertising time was available. Expensive spot commercials held sway during prime-time hours, and the religious broadcasters helped to fill the late-night and Sunday-morning voids. Catalysts Of Change: FM & Cable For decades, these limitations remained unchanged. Cable was a futuristic daydream, and radios capable of receiving FM stations were limited. Then, almost simultaneously, FM became the king of radio, and cable catapulted television into a new age. The popularization of FM radio more than doubled available commercial broadcast frequencies, and cable brought a 20-fold increase ...

... began on a higher ground: religion. Before you haul me off to a padded room, let's define "infomercial."An infomercial is an advertisement for a product or service that has been expanded with information, entertainment, or both to retain the attention of the audience. In the old days, itinerant preachers would pass the basket after preaching a message that was interspersed with hymn-singing. When radio, and later television, arrived on the scene, preachers began purchasing half-hour or larger blocks of air time to carry their message to a larger audience, replacing the traditional basket with a plea for donations. Profitable? You bet! Many such ministries built huge cathedrals, multi-media production centers, and even their own television stations from the revenues generated by "religious" infomercials. In the meantime ... people marketing products and services just rambled along as usual, purchasing 30- and 60-second time slots for their commercials. For a long time this worked well enough. With only three networks and a limited number of television stations (four networks for radio), only so much advertising time was available. Expensive spot commercials held sway during prime-time hours, and the religious broadcasters helped to fill the late-night and Sunday-morning voids. Catalysts Of Change: FM & Cable For decades, these limitations remained unchanged. Cable was a futuristic daydream, and radios capable of receiving FM stations were limited. Then, almost simultaneously, FM became the king of radio, and cable catapulted television into a new age. The popularization of FM radio more than doubled available commercial broadcast frequencies, and cable brought a 20-fold increase ...

... began on a higher ground: religion. Before you haul me off to a padded room, let's define "infomercial."An infomercial is an advertisement for a product or service that has been expanded with information, entertainment, or both to retain the attention of the audience. In the old days, itinerant preachers would pass the basket after preaching a message that was interspersed with hymn-singing. When radio, and later television, arrived on the scene, preachers began purchasing half-hour or larger blocks of air time to carry their message to a larger audience, replacing the traditional basket with a plea for donations. Profitable? You bet! Many such ministries built huge cathedrals, multi-media production centers, and even their own television stations from the revenues generated by "religious" infomercials. In the meantime ... people marketing products and services just rambled along as usual, purchasing 30- and 60-second time slots for their commercials. For a long time this worked well enough. With only three networks and a limited number of television stations (four networks for radio), only so much advertising time was available. Expensive spot commercials held sway during prime-time hours, and the religious broadcasters helped to fill the late-night and Sunday-morning voids. Catalysts Of Change: FM & Cable For decades, these limitations remained unchanged. Cable was a futuristic daydream, and radios capable of receiving FM stations were limited. Then, almost simultaneously, FM became the king of radio, and cable catapulted television into a new age. The popularization of FM radio more than doubled available commercial broadcast frequencies, and cable brought a 20-fold increase ...

...terspersed with hymn-singing. When radio, and later television, arrived on the...dcast to be live. Whether you choose radio or television, remember that every...

... . Remember the message. Answer the questions asked, but continue with your own message. For instance: Q: Aren't you interested in making a profit? ' A: We hope to continue to be a profitable business, but our concern right now is that Ontario car drivers can't afford an expensive benefits package. Consistency is important. Be prompt. Most reporters are working to tight deadlines. In radio, the deadlines are often hourly; in television, there are constraints on camera and editing time; in newspapers, there is usually a morning and evening deadline. If you don't make the reporter's deadline, your story won't be heard. Watch your words. Be careful not to repeat negative phrases that can be used as quotes from you. For instance: Q: Aren't you just gouging ... public? ' Wrong Answer: No, we're not gouging the public. Right Answer: Not at all. We are providing a professional service for a reasonable price. Avoid jargon. The less explaining that has to be done, the better, especially when dealing with broadcasters. Don't talk about OIC, ' IBC, ' IBAO, ' the Red Book. Try the government, ' the insurance industry, ' Ontario's brokers, ' etc. It's also easier for broadcasters if, in addition to all the background information, you include a short statement that sums up your views on the issue: We just don't think people can afford a cadillac service. Remember, the media are not the enemy. They aren't really against you. Reporters are trying to do a job and to ask enough questions to have ...

...are working to tight deadlines. In radio, the deadlines are often hourly; in t...gh it's considered rude by some, many radio reporters begin recording over the...

...n one publication or television or radio program is like a customer telling th...

...ncy notification system. Thanks to radio broadcasts, text messages, sirens, fi...

...ne person does print, another does radio and TV. Few, if any, reporters are '...