The contribution of qualitative audience research for programming and market segmentation

Werner Schürmanns

'Radio NRW' is the biggest private radio station in Germany. It is broadcast in the state of Northrhine-Westfalia (NRW) and thus it is competing against some of the public programmes, that have a huge competitive potential.

The contribution of qualitative audience research for programming and market segmentation.

Werner SchrmannsRadio NRW, Germany

I INTRODUCTION

Private radio stations by definition understand their environment of communication to the public in terms of a marketplace. More or less they make their living on the basis of reach within the audience. Thus they are forced to interpret their programme as a 'product' or a 'service', their relationship to other programmes is one of competition, their view of potential listeners is one of 'target groups'.

Reach data is therefore the main tool to set performance standards and to analyse the marketplace....

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