Radio Programming: Tactics and Strategy

 

7

Promoting Your Station

 

 

 

 

The Purposes of Promotion

Promotion of a radio station can be described as having, essentially, three possible purposes: (1) to recycle or extend the listening of the station’s audience, thus building the station’s audience share; (2) to attract new listeners, thus building the station’s cumulative ratings; or (3) to establish and enhance the station’s image and listener expectations without a specific immediate rating goal. (If a specific audience-building goal is set for a promotion, one of the first two types of promotional efforts will be required to achieve that goal.)

Every promotional idea must be evaluated within the context of these three objectives and should be implemented only if it advances one ...