This research presents an examination of the factors which must be considered in the marketing of a radio station. The radio station involved is a National Public Radio (NPR) affili ate located in a major metropolitan area. As such, the station is a non profit operation, and, therefore, must depend upon contributions and governmental funding for both developmental and operating capital. This examination includes considera tions of (1) market planning, (2) viewer/listener behavior, (3) program strategy, (4) pricing strategy, and (5) promotional/ competitive strategy.
The broadcasting industry is broadly comprised of both radio and television broadcasting segments. Within each of these segments, however, there exists further divisions. Radio broadcasting, for example, includes, on the one hand, AM and FM divisions, and, on the other hand, network, syndicate, and local programming divisions. Within each of these divisions, there exist subdivisions for profit oriented and non profit operations, although most non profit radio stations are found in the network division (Blaine, 1989). The television segment has its own divisions and subdivisions. These divisions are
1 2not identified and discussed in this examination, as they are not directly related to the radio segment. It should be remem bered, however, that the radio and television segments com pete, in many instances, for the same audience.
The players in the radio broadcasting segment create a rather complex and often overlapping mosaic. These players, their roles, and some of their more significant characteristics are as follows:
1. The major commercial radio networks. These organi zations create original programming, and provide this program ming free of charge to listeners. The commercial networks derive their income through advertising revenues from the sponsors of their programs.
2. National Public Radio. This organization creates original pr...