Innovativeness and the public radio audience

Williams, Wenmouth; Krugman, Dean M.

doi:10.1080/08838158109386429

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Background Literature and Theoretical Framework1

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1997

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“…Rather, research has focused on the role of public radio, the challenges facing the medium, and funding (Avery & Pepper, 1980;Gray, 1986;Leidman & Lamberski, 1985;Miller, 1968;Mullally, 1980). Other research has examined programming and audience-measuring methods (Agostino, 1975;Bluebond, 1982;Stavitsky, 1994;Williams, 1977;Williams & Krugman, 1981;Williams & LeRoy, 1976;Woel, 1985).…”

Section: Background Literature and Theoretical Frameworkmentioning

confidence: 96%

Listener‐member perceptions of marketing strategies employed by public radio stations

Piper‐Aiken

1997

Journal of Radio Studies

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This study measured the attitudes of public radio listener-contributors regarding listener-focused marketing strategies used by public radio stations. Four hundred forty-two questionnaires from Northern Colorado and Central Michigan were returned. Overall, respondents expressed a positive attitude toward on-air fund-raising. Although they held a slightly negative opinion of on-air pledge appeals, these negative responses were offset by positive responses about the perceived need for such fund-raising. Respondents appreciated receiving direct mail from their radio station, but were strongly opposed to telephone contacts. They also agreed that underwriting announcements sound more like commercials than in the past.

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Section: Background Literature and Theoretical Frameworkmentioning

confidence: 96%

Listener‐member perceptions of marketing strategies employed by public radio stations

Piper‐Aiken

1997

Journal of Radio Studies

View full text Add to dashboard Cite

show abstract

Innovativeness and the public radio audience

Cited by 1 publication

References 3 publications

Listener‐member perceptions of marketing strategies employed by public radio stations

Listener‐member perceptions of marketing strategies employed by public radio stations

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