Radio--Small Market
Challenge:
This station was suffering from listener attrition. They had lost touch with their
audience's needs and were no longer attuned to the uniqueness of the market. The station
had become formulaic and needed to create and establish a new identity.Solution:
The implementation of station research to identify and aggregate unique pockets of
listener demand not currently being served in the market. Develop talent to help drive
listener affinity, assisted in sales friendly promotional development to reflect the
station's brand, and educated sales management and staff on points of differentiation for
advertisers.
Result:
As of 4th Quarter of 2002, five consecutive positive trends across all key demos, the most
consecutive positive trends in the station's history.
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Feed Your Head
