Radio marketing is the topic of this section, which contains most chapters of Dennis List's book, Participative Marketing for Local Radio. The book addresses the issue of how to effectively market a community radio station, a key area of difficulty for most community radio around the world.
Participative marketing is a new way of thinking about a timeless concept: marketing is not just something that big corporations do to consumers, but something that everybody does when engaged in purposeful activity. What's new about the idea of participative marketing is that it sets out to weave a strong web of relationships to help bring people together for a common purpose. If it works properly there's no exploitation, but a filling of mutual needs. "Participative marketing" extends the idea of "relationship marketing" to cover all types of communications and social networks.
The book is designed to be useful for any kind of local radio station, but is especially aimed at community-owned stations.
These are perfectly suited to the participative approach, since they are generally short of money but well resourced with people, though the people (mostly volunteers) are a diverse resource that needs to be nurtured and managed effectively, as is explained in chapter 10.
At right is media professional Grace Lekuru from Uganda, another avid user of our book.
The book is designed to be useful for any kind of local radio station, but is especially aimed at community-owned stations. These are perfectly suited to the participative approach, since they are generally short of money but well resourced with people, though the people (mostly volunteers) are a diverse resource that needs to be nurtured and managed effectively, as is explained in chapter 10.
This is not really a how-to-do-it manual, but a sourcebook of ideas, principles, and possibilities for radio station marketing, radio marketing and radio branding, and community radio funding and advertising. It provides suggestions on how a community radio can secure an audience, generate income and become sustainable.
What do users have to say?
This is what Janice Warren from Fraser Coast Community Radio in Australia said about the book:
"Hello John The copy of Participative marketing for Local Radio arrived okay, thank you. John, it's contents are of such value, I had trouble putting it down. Now that I have finished my first reading I can see I will be facing a real moral dilemma, in that I will be reluctant to be parted from it for long enough to loan it to my colleagues (lol)! Thank you very much for bringing the book to my attention. I will certainly be reading more from your site, particularly from the "Know Your Audience" section. Regards Janice
Media specialist Jason Sayler of Norfolk, UK, and colleagues, applied learnings from the book to develop an online survey to businesses on behalf of community radio station Future Radio based in Norwich, UK, to inform a new advertiser strategy. http://www.futureradio.co.uk/
This is what Jason had to say about the book: "The book is very thorough and covers a lot of bases--very good!"
And from Africa. "This book has given me a new sight in the radio industry and I now know what marketing for local radio is all about, and how radio can be sustained for years through different distinctive marketing approaches.
It is my bank of knowledge on marketing and the sky is the only limit for me in marketing for local radio. Your work is awesome in the development and sustainability of community radio stations worldwide." Ojok Moses Ricky, Uganda
The book is aimed particularly at people who are new to local radio, and are interested in developing an approach to marketing that is not based on exploitation and dishonesty (or hype) and takes all stakeholders into account. The book will also be of interest to academics in the area of communication and social change.
How to order a copy or buy it easily using PayPal secure payments service, $20 plus postage, just click below.
Chapter 1: Marketing for radio (radio
Four views of marketing
For radio, marketing is different
Stakeholders in radio
Product and market orientation
The three goals for a radio station
The three-legged model of funding
Marketing and community development
Using all aspects of marketing
Chapter 2: Audience concepts (radio audience
Sources of data
Measures of radio audiences
Chapter 3: Research findings (radio market
Findings about radio in general
Findings about time use on radio
Findings about stations
Findings about programs
Chapter 4: Program strategy (radio station
Targeting the whole population
Station format and positioning
Marketing and programming
Building a community of listeners
Becoming the community's voice
Chapter 5: Publicity and promotion (radio
The need for a memorable name
On air publicity
Off air publicity
Cultivating word of mouth
The importance of a long-term view
As an incentive for people to buy the book, chapters 5 and 6 are not available online!
Note, we can design and deliver a course based on the topics covered
in the book and related ones for your community or local radio station or
network. Please click here to learn more about the
Chapter 6: Advertising and sponsorship
Formats for commercial messages
Content and focus of messages
Scheduling commercial messages
How to advertise on radio
Setting advertising rates
Making the sales
Organizing for broadcast
Chapter 7: Funding from listeners (radio
On air appeals
Off air appeals
Chapter 8: Funding from grants
Regular government funding
Funding from NGOs
Chapter 9: Selling programs and airtime
Access to airtime
Chapter 10: Internal marketing
Marketing with volunteers
Communicate as much as possible
Chapter 11: Beyond radio
Radio in print: newsletters and program guides
Radio and email
Radio and the Web
From radio station to telecentre
Chapter 12: Making it happen
Managing your marketing
You need a marketing plan
Affordable audience research
Setting up systems
Conclusion: above all, marketing needs creativity
Appendix: Further reading
The printed book (160 pages in large format) is published by Original Books (New Zealand). How to order the book.
The simplest way is to pay for it by credit card easily and securely using PayPal, just click the button below. If this does not suit you then let us know. The book is available for US $20 plus postage, at the same rate as the book ($20) for registered and insured delivery anywhere in the world, and less if you live in Australia.
If you are thinking of doing more than reading and printing these chapters for your own use, please see our copyright conditions.
We can design and deliver a course based on the topics covered in the book and related ones for your community or local radio station or network. Please click here to learn more about the options.
Quick links to some specific topics:
Radio audience research (doing it affordably)
Community radio funding (start thinking from here)
If you like these topics why not subscribe to our free Participative Marketing for Local Radio mailing list to receive periodic articles and updates on relevant topics by email, refer the signup form below. Simply enter your email address then click subscribe. Your email address will only be used by Audience Dialogue to communicate related topics, will not be provided to any other party and you can unsubscribe easily at any time. A sample newsletter is available to view here.
An Indonesian translation of Participative Marketing for Local Radio has been published, under the title of Pemasaran Partisipatif untuk Radio Lokal. The publisher is Kantor Berita 68H, in Jakarta. Details in Bahasa Indonesia.
February 2004: Carlos Herrera, of Mexico, has begun to translate the book into Spanish. Here is part of Chapter 1. Unfortunately, Carlos has been unable to complete this project, so we would be interested in talking with anyone who would like to produce a Spanish version.