Audience Dialogue

Participative Marketing for Local Radio
Chapter 2: Audience concepts

This chapter covers sources of audience data, ways of measuring audiences, affordable audience research methods, and ways of defining target audiences and setting audience-related goals.

The audience concepts are used in two main ways: setting goals, and monitoring the station's performance.

In this chapter...
2.1 Sources of data
2.2 Measures of radio audiences
2.3 Target audiences