"This sourcebook places its focal point on participative marketing, which is defined as "making full use of all available channels to improve the communication between an organization and all the groups and people it has relationships with." The first chapters give an introduction to marketing in ge
...
neral and to marketing strategies for local radio stations in particular. It is followed by findings on radio audiences, which discuss when, where and why people listen to the radio. Dennis List describes the "three legged model of funding" that regards listeners, large funders like governments or NGO's, and advertisers as sources of income for local radio stations. Exceptionally useful are the chapters concerning funding from listeners, and about on air and off air marketing, containing suggestions for local events, organised by radio stations, and for non-radio services which local radio stations could easily offer. This is one of the very few publications on marketing for local radio stations and, al though it is not specifically aimed at radio stations in developing countries, it can be useful for a number of radio stations from these parts of the world." (commbox)
more
"This short primer is based on the experience of Tambuli, one of the first community radio stations in the Philippines. The primer is divided into two sections: Section A comprises definitions of community radio and an introduction to the necessary technical equipment, to management and to codes of
...
conduct; section B is on programming, the nature of radio and its possibilities, and shows the different formats which can be used. Two things are special about the primer: Firstly, it explains what kind of equipment is needed, what it costs and what must be considered when choosing a transmitter, an antenna tower, and a suitable location for broadcasting. Furthermore, it gives advice on studio acoustics and on policies for operating a transmitter. Secondly, it outlines general characteristics, strengths and weaknesses of radio which should be kept in mind by those who have not worked with radio before, such as: 'radio lacks permanence. The audience may not read and re-read messages as in the print press', or 'radio appeals to disadvantaged groups. Being portable and inexpensive it is affordable to the common people, especially to farmers, fishermen and rural audiences." (commbox)
more
"The manual gives a brief overview - not extensive instructions - of the different aspects of marketing in community radio stations, such as market research, promotions and local sponsorships. Unlike other publications, it does not focus much on fundraising and sponsorships, but includes methods, ex
...
amples, ideas and concrete guidelines for achieving financial sustainability of community radio stations. "Marketing Community Radio" is not a guideline for developing countries, but it places strong emphasis on local marketing opportunities in general, like sales of airtime to local businesses, cooperation with local enterprises for mutual promotional actions, fundraising through individuals or local and national institutions, or even through "radiothons". Moreover, the publications contains a few lists of the "Do's" and "Don'ts" that should be considered in the process of selling radio airtime, as well as appendices with a marketing audit containing questions to evaluate your marketing plans and efforts. Additionally, the manual gives examples of the advantages that community radio stations can offer, eg, an attentive audience, an attractive timeframe for advertising without much competition, lower costs than TV and/or newspaper advertising, greater targetability, etc." (commbox)
more
"This model is based on a research of six Namibian Community Radio Stations. It argues that a newly established - or even an existing - community radio station can achieve financial sustainability by implementing seven elements: 1. Environmental Scanning, 2. Strategic Planning, 3. Partnership Establ
...
ishment, 4. Human Resource Planning, 5. Financial Planning, 6. Project Implementation, 7. Monitoring and Evaluation. Underlining that partnerships are needed for financial sustainability, a graphical partnership model shows what kind of partnerships are possible and contributing to sustainability. This publication is a short and theoretical presentation of a business model. It gives neither concrete examples from community radio stations, nor any checklists or tools for its implementation, but it is of value due to its view on community radio stations as businesses." (commbox)
more
"During the last six years, the Asociación Latinoamericana de Educación Radiofónica (ALER) carried out two main investigations on popular radio in Latin America: on the one hand an external evaluation (in 1996/97) of the strengths and weaknesses of ALER's strategies and lines of action, and on th
...
e other hand (in 2000/2001) a diagnosis of the impact of the associate members. The author, one of the two coordinators of the second study, compares the different objectives, methodologies and results of the two experiences. The two studies met their main objectives. The 1996 evaluation led to the implementation or correction of some aspects of the institutional logic, while the 2000 diagnosis led to a broad process of reflection." (Summary)
more
"The creation of a radio involves having clear goals and knowing all its aspects, limits and contraints. This book offers to the radio promoter the technical, administrative, financial and managerial elements that are necessary to plan the project. Future directors of a managers of the technical sec
...
tors will find here indispensable information on how to make the radio station move and how to make the work proceed in the context of limited resources and means." (Back cover)
more
"This study, sponsored by the Communication Assistance Foundation, examines the potential for community-based radio in Afghanistan and identifies examples of how community radio can support initiatives for community development. The report and its recommendations are primarily intended as a resource
...
for agencies and organizations considering supporting radio, media or communication activities in the country, whether with funds or expertise [...] The report's main conclusion is that community radio is not only a viable option for Afghanistan, it is also a low-cost and effective way of contributing to medium and long-term efforts for reconstruction, development, democracy and nation-building. Community radio can be the missing link in a three-tiered publicservice radio system made up of national, regional and local radio stations. Recommendations deal with awareness of community radio, legal issues, governance, technology, and coordination of activities." (Executive summary, page II-III)
more