The radio listens to its listeners - Audience study guide for local radio stations in Africa
by Fernand Nouwligbèto and Sahadou Zato Ali. Illustrated by Hector Sonon
The heart of radio is its audience. Day after day, broadcast after broadcast, how to capture the attention and interest of listeners? How to propose an attractive programme schedule? How can we mobilize the community if radio does not resonate with listeners' expectations and needs? How can we attract advertisers and organizations to deliver their ads and messages without detailed knowledge of the audience and audiences?
Throughout the history of Etoile FM, the reader will follow the entire process of audience research: from the awareness of its necessity to the discovery of qualitative and quantitative methods to the exploitation of results. After reading the first four sections of this book, the reader will not fail to think:"But it's not so complicated... Now it's my turn! ».
In order to contribute to the practical application of this audience study approach, the last part of the guide offers methodological sheets summarizing each of the methods and practices covered in this "pedagogical novel".