Chapter 8: Traffic and Billing
Overview
Topics for this chapter include: the air supply, the traffic manager, preparing program logs, bill-
ing, and the FCC and traffic.
Student Objectives
Upon completing the study of this chapter, the student will have acquired the following compe-
tencies:
xThe program log: basic layout and terminology;
Class Activity
xInstruct students to fill out a sample program using the Program Log Exercise.
xDescribe the traffic and billing process for a single advertiser’s series of spots, from the
Assignment
xDistribute one week of program logs from a local major-market music-oriented station.
xDivide the class into groups of five or six students. Have the groups study the logs for
presentation and discussion on:
oThe variety of advertising used to fill commercial airtime;
PROGRAM LOG EXERCISE
Select the correct spots from the Master List. Type in the name of the spot in the slot marked
“SPOT ” It must match the designated Length, CT/LV and Type. Do not repeat any spots during
the hour. Do not place competing sponsors in the same break.
Time ¥Title CT # Length CT/LV Type
__: 00 Station ID S-01 :10 CT O
__:05 WX :20 L N
SPOT: :30 LCA
SPOT: :30 CA CA
__:15 ID :10 L O
__:20 PROMO #17 P-17 :20 CT O
SPOT: :30 CT CA
PROGRAM LOG EXERCISE
COMMERCIAL MASTER LIST
:30 LV D. Law-Cars Swift’s
Cheapo Records J August
Fred’s Daddy’s Music
Washington State Apples M-68
:60 CT Wang—Chorus Line A-50 BSO/Nynex A-51
Hanes A-52 Media One–WWF A-53
CWT A-54 Northwest Orient A-55
London rec./Figaro A-56 Silver Lake Dodge A-57
Somerville Lumber A-58 Mass Electric A-59
QUIZ: Chapter 8: 7UDI¿FDQG%LOOLQJ
1. What constitutes a station’s salable inventory?
__ a. Airplay for certain selected records
__ b. Commercial slots or availabilities
__ c. Promotional items such as t-shirts and bumper stickers
__ d. Public service announcements
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__ a. To collect money from delinquent accounts
__ b. TRSURYLGHUHSRUWVRQWUDI¿FFRQGLWLRQVGXULQJPRUQLQJGULYH
__ c. To prepare the daily program log
__ d. To write, voice, and produce commercial announcements
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__ a. The program director
__ b. The sales manager
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__ d. The business manager
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__ a. EQVXULQJWKDWDQDGRUGHULVORJJHGDVVSHFL¿HG
__ b. That a record of when each client’s spots are aired is maintained
__ c. That copy and production tapes are in on time
__ d. All of the above
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__a Programing and engineering
__b Sales and business
__c. Engineering and sales
__d Programming and sales
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__ a. Usually recruited from broadcast training schools
__ b. Mostly trained in-house and are drawn from the administrative or clerical ranks
__ c. Mostly promoted from sales
__ d. Often recruited from the programming department
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__ a. TUDI¿FPDQDJHUV must be computer knowledgeable
__ b. NRWYHU\LPSRUWDQWPDQDJLQJLVPRVWO\GRQHRQWUDGLWLRQDORI¿FHHTXLSPHQW
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__ d. Only of importance to the sales department
8. How has consolidation of radio ownership affected indLYLGXDOWUDI¿FDQGELOOLQJ
departments?
__ a. The individual WUDI¿FGHSDUWPHQWVDWVWDWLRQVLQWKHFOXVWHUDUHQRORQJHUQHFHVVDU\
and are typically centralized
__ b. TUDI¿FLVPDQDJHGDWFRUSRUDWHKHDGTXDUWHUVIRUDOOVWDWLRQFOXVWHUV
__ c. TUDI¿FFRQWLQues to be managed locally by each individual station in the cluster
__ d. TKHQHHGWRPDQDJHWUDI¿FDQGJHQHUDWHGDLO\SURJUDPORJVKDVEHHQPDGH
unnecessary by computers
9. What is the procedure for sending invoices to clients?
__ a. Clients are always billed in advance before their spots can run
__ b. They are delivered to the client by the account executive
__ c. It is left to the client to voluntarily pay without being billed
__ d. It is the job of the billing department to send an invoice to the client
10. How has the FCC elimination of requirements for program logs affected the way stations
design logs?
__ a. Most stations still use the traditional formal log design
__ b. Most stations now design logs that only show commercials
__ c. Program logs are only used to schedule music playlists
__ d. Program logs are now designed to inform programming personnel of what is
scheduled for broadcast
ANSWER SHEET
Chapter Review Chapter # 8 Traf¿c and Billing Answers
Chapter 8: Essay Questions
1. What constitutes a station’s salable inventory?
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departments?
9. What is the procedure for sending invoices to clients?
10. The FCC eliminated program logs requirements in the early 1980s; how has this affected
the way stations design program logs?
Chapter 8: Essay Question Answers
1. What constitutes a station’s salable inventory?
A commercial slot on a radio station constitutes a station’s salable inventory. A full-
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A daily log is prepared by the traffic manager. This document is at once a schedule
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It is the traffic manager’s responsibility to see that an order is logged as specified
4. What are the traf¿c manager’s responsibilities regarding ads?
The traffic manager is also responsible for ensuring that an ad order is logged as
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Programming relies on the traffic manager for the logs that function as scheduling
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Most traffic people are trained in-house and are drawn from the administrative or
clerical ranks. They must possess patience, an eye for detail, the ability to work
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Computers store copious amounts of data, retrieve information faster than humanly
8. How has consolidation of radio ownershiS DIIHFWHG LQGLYLGXDO WUDI¿F DQG ELOOLQJ
departments?
In the age of widespread station clustering, it is common for a centralized traffic
(and billing) department to handle the work of several outlets that are owned by the
9. What is the procedure for sending invoices to clients?
Advertisers are billed for the airtime they have purchased after a portion or all of it
Chapter Review Chapter # 8 Traf¿c and Billing Answers
10. The FCC eliminated program logs requirements in the early 1980s; how has this affected
the way stations design program logs?
Although stations no longer must retain a program log under existing rules, some