Participative Marketing for Local Radio is the title of a book which looks at how to effectively market a community radio station. Many chapters in the book can be read online. While many people might not see “marketing” in its traditional sense as a key concept in local radio, this book addresses creating networks and relationships to bring people with common interests together. “Participative marketing” covers all types of communications and social networks.
The book is designed to help local radio practitioners make the most of available resources. It is full of practical ideas and suggestions on how a community radio can secure an audience, generate income and become sustainable. Chapters available online include: Audience concepts, Funding from Grants, and Program Strategy.
For more information and to access the book, go to: http://www.audiencedialogue.net/pmlr.html .