Audience Dialogue

Participative Marketing for Local Radio
Chapter 4: Marketing through program strategy

If you already have a radio station, you probably have a marketing strategy already, even if it's implicit. But it may be confused or contradictory. By dragging your marketing strategy - and the assumptions it embodies - into the light of day, everybody can examine it more clearly, and perhaps even improve it.

In this chapter...
4.1 Targeting the whole population
4.2 Station format and positioning
4.3 Marketing and programming
4.4 Building a community of listeners
4.5 Becoming the community's voice