Although much has been written about the golden days of radio, Entrepreneurs of Profit and Pride is the first book to examine the black radio industry. This book traces the development of black radio programming which began when the concept of black appeal first occured to certain entrepreneurs, a concept that played a pivotal role in the rise of cultural pride and soul. Through the case studies of three representative black radio stations, Newman reveals the evolution of programming practices dictated not only by pride but by profits gained through successful marketing. A unique feature of this book is the inclusion of business considerations into a cultural analysis of the medium.
The book begins with a discussion of how poor communications to black audiences in early network broadcasting led to the creation of black-appeal narrowcasting. The author probes the patterns of development in black programming and assesses the impact of that programming on soul consciousness. In addition, the book discusses individuals in the history of black radio, marketing to a minority audience, and the role of media in society as a seller of products and culture.