Audience Dialogue

Participative Marketing for Local Radio:
How to buy the book

This book is a sourcebook of ideas, principles, and possibilities on radio station marketing, radio marketing and radio branding. It also has useful information on radio market research, radio audience research, community radio funding, community radio advertising and related topics.

It is written to be useful for any kind of local radio station, but is specially designed for community stations. These are perfectly suited to the participative approach, as they are usually short of money but well resourced with people. It is aimed particularly at people who are new to local radio, and are interested in developing a comprehensive method of marketing.

If you are unsure how you might apply the book to your radio station (especially if the station has been going a long time) or what you can learn from it, below is an email we received recently from a community radio station in Sydney, Australia, that may clarify the possibilities and set you thinking about what you can do.

"Yes we certainly have put the Participative Marketing book to good use. The last two years saw a change in our marketing of SWRFM as a community radio station. We are now successfully attracting local sponsors with a number of marketing messages. I summarise our thinking this way.  1) That we broadcast to our listeners about our community (not to our advertisers about ourselves), 2) We think of the participants as part of an overall system  - The community, the station, the listeners, the broadcasters, the content and the sponsors - and the different needs of the participants and 3) We are in phase one of a three phase approach:  Phase 1 - we broadcast about our community, Phase 2 - we broadcast as the voice of the community and Phase 3 - we broadcast to draw the community to itself and define it to the outside."

John Gardner

2SWRFM (Sydney 99.9FM)


front cover Participative Marketing for Local Radio
by Dennis List

Publisher: Original Books, Wellington, New Zealand
ISBN number: 1-86933-540-6
Date of publication: September 2003
Page size: B5, 170 x 245 mm, large paperback format
Weight: 340 grams
Length: 160 pages / 60,000 words
Dewey classification: 659.142

Contents in detail              

Buy it from this website, click here to email us your order.

Buy more quickly and securely via our PayPal service for just $20 plus postage, just click this button, our recommended option.

As the topic is specialized, and the market is worldwide, you probably won't find the book in a bookshop. Depending on where you are, it is available in these ways...

For more details about mail order options (including discounts on multiple-copy orders and secure delivery options to countries with unreliable postal services), please email us.

Note, a new (revised) version of the book is planned to be available in May 2015 in digital form.  Please register your interest in a copy by contacting us.

Whilst you are here 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.


Other languages

If you prefer a language other than English or Indonesian, we are interested in exploring translations of the book into other languages, including Spanish and French as these serve a wide audience around the world.  Please contact us if you have an interest in a non-English version of this book.


Read the book online

And if you'd like to read the book in English, but can't afford to buy it, you can read it (except for chapters 5 and 6) right here on this website.  A new version of the book will only be available on order.

Topic link

Radio station marketing

Radio marketing

Radio branding

Radio audience research

Radio market research

Community radio funding

Community radio advertising

Radio marketing plan

Marketing radio