Participative Marketing for Local Radio

The term participative marketing is meant to capture the idea that marketing is not just something that big corporations do, but something that everybody does when engaged in any kind of purposeful group activity. An intended outcome of this type of marketing is a fulfilling of mutual needs, rather than exploitation.

Focusing on this term in the context of local radio, this book is specifically geared toward community stations, primarily for people who are new to this type of radio. It is not a how-to-do-it manual, but a sourcebook of concrete ideas about audience concepts, publicity, and other strategies, ideas, principles, and possibilities for radio station marketing, radio marketing, radio branding, and community radio funding and advertising. The book is written to be of interest to: 1) people who are new to local radio and are interested in developing an approach to marketing that takes all stakeholders into account and 2) academics in the area of communication and social change.

The contents include the following:

• Introduction
• Chapter 1: Marketing for radio (radio marketing)
• Chapter 2: Audience concepts (radio audience research)
• Chapter 3: Research findings (radio market research)
• Chapter 4: Program strategy (radio station marketing)
• Chapter 5: Publicity and promotion (radio branding)
• Chapter 6: Advertising and sponsorship (radio advertising)
• Chapter 7: Funding from listeners (radio funding, listeners)
• Chapter 8: Funding from grants
• Chapter 9: Selling programs and airtime
• Chapter 10: Internal marketing
• Chapter 11: Beyond radio
• Chapter 12: Making it happen
• Appendix: Further reading
• Useful books
• Internet resources