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The Radio Station, 8th Edition by Michael C Keith

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Promotion 7

Past and Purpose

In the fiercely competitive audio marketplace, radio stations must of necessity resort to heavy-handed self-aggrandizement. “WXXX – the station without equal,” “For the best in music and news tune WXXX,” or “You're tuned to the music giant – WXXX” certainly illustrate this point. Why must stations practice self-glorification? The answer is simple: to keep the listener interested and tuned. The highly fragmented radio marketplace has made promotion a basic component of station operations. Five times as many stations vie for the listening audience today as did when television arrived on the scene. It is competition that makes promotion necessary.

Small and large stations alike promote and market themselves. In the ...

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