Soundbait: Creative Weapons of Mass DistractionPaperback, 28 August 2009

soundBAIT is a formula for radiomarketing success that has been developed for radio station account executives who want to attract new advertisers, for radio advertisers who want their hard earned marketing
dollars to produce dramatically better results and for radio listeners who demand that you at least entertain them while you interrupt the flow of music or talk on their favorite station.
soundBAIT examines what radio stations should be looking for in an advertiser, what an advertiser should be looking for in a radio station and most importantly, what listeners expect advertisers to use as "bait" in their messages before they will
"bite" at the products and services advertisers offer them.