[2003] This book addresses the issue of how to effectively market a local radio station and is especially aimed at community-owned stations. These are generally short of money but well resourced with people (mostly volunteers): a diverse resource that needs to be nurtured and managed effectively.
Participative marketing is based on a strong web of relationships to help bring people together for a common purpose. It extends the idea of “relationship marketing” to cover all types of communications and social networks.
The sourcebook provides ideas, principles and possibilities for radio station marketing, radio branding and community radio funding and advertising. It includes suggestions on how a community radio can secure an audience, generate income and become sustainable.
Also available in Bahasa Indonesia