Audience Dialogue

Participative Marketing for Local Radio
Chapter 10: Internal marketing

In chapter 4, I mentioned the metaphor of a stone thrown into water, creating ripples. The innermost ripple represents the people most closely connected with the radio station, because they spend more time with it than anybody else - not just as isolated listeners, but communicating with one another. If you are reading this book, you are probably in that inner circle yourself.

Even though the inner circle doesn't include a lot of people, those people are important: lose one of them, and you are in a little trouble, because you have lost a contributor. That doesn't usually happen when you lose a listener from an outer circle. The implication: take great care of your inner circle. Without them, you won't have a radio station.

In this chapter...
10.1 Marketing with volunteers
10.2 Communicate as much as possible<
10.3 Conflict management