Week 2: Knowing your audience - how can you turn your listenership into money?

Archived English Discussions Generating Revenue
#21

Dear MamaFm (Catherine),

Indeed, potential advertisers/sponsors will always ask this similar question of how big is your audience or at-times they ask: Do people listen to you? They ask this because they know the value of their money is in bigger listnership.

But what i know about Community radio stations is that-they are for specific missions, goals and agenda. They are normally started for some set goals and initially, they are supposed to be sponsored by the missions themselves or those with the agenda to do the specific roles for which the radios are set up.

And they normally serve a small geographical area or community. It is just now that community radio stations have been turned into commercial entities so that they survive and continue by looking for business.

For example; Charity organizations and International security and civil organizations supported Uganda’s Ministry of Information in 1998 to start up Mega F.M as a community radio station in Gulu district of northern Uganda during the war/rebel insurgency.

The aim was to denounce the Lord’s Resistance Army (LRA) rebels in this region and to mobilize the community to desist from the rebel activities. Also, was to call upon the rebels to come out of the bush for peace talks with government of Uganda and the mediators. This worked out and it was fully sponsored by the local, security and International charity organizations then. It was specifically for that.

So my suggestion is: In order to have a bigger audience, then the community radio station is supposed to adjust and widen its coverage to cover and reach other areas by acquiring station boosters or transmitters with capacities of at least 3 kilo watts (3kw) which can reach far so as to have a wider coverage. By doing this, the community radio will stand higher chances of getting sponsors who wish to have wider audiences.

More still, the community based station will also have potential to attract specific sponsors. But you have to be tactical or strategic to know your mission, vision and set goals. Because you can not have a station set say…to deal with ethnicity, tribalism and other forms of discrimination in an urban setting, and then you end up looking for donors for agriculture programmes! May be the owners of the radio have to redesign its vision and alike…in order to get the sponsors.

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#22

I agree all of your sorted points@DenisLindo but I want to remind you that with all mentioned requirements to Audiences/Listeners, promotion have a great influence for catching new audiences. Media sector nowadays is full of competition so by knowing about our audience and giving them what they need, I think also we should stick on daily Branding and promotion.

#23

You have said well, Issue of giving back attracts more listeners continuing listening to your Station. We (My Station) done one project named “Maisha Yetu Bonanza” which aimed to do health checkup on diabetes, blood pressure & Obesity. The project made a great impact to our station as was conducted it in rural area & many people became interested to listen the radio for more information on Health programs.

#24
  1. What are your top suggestions for getting to know your audience?

“Seek first to understand, then to be understood.” -Steven Covey.

I always have the view that every radio station should consider three stakeholders for it to survive. These are Advertisers/Sponsors, Sources and the Audience. And what is true is that the most important of the three is the Audience as the other two will connect themselves to the station because of this stakeholder (audience). An advertiser/sponsor will be convinced to advertiser when the station has somebody listening and source will agree to be interviewed when there is somebody to listen what he/she will say.

Radio Stations should therefore enhance the mapping of their ‘community’ to understand their needs and convert them to a value. This knowledge is a key asset of a radio station.
Audience research. An imperative for all stations, not just for marketing benefits, but also to build respect in the community via engagement, and improve programming/services should be considered. This is also in order to understand who actually listened and appreciated the station.

Relationship development. This appears weak in most cases and must be strengthened and proactive with all stakeholder types, maximising communication and value in both directions.
The formation of Radio Listening Clubs is also one way of knowing the audience. This is also a way of converting listeners into radio fans.

  1. Is there a relationship between knowing your audience and how many regular or dedicated listeners you have? Please explain.

In the business world, knowing as much as possible about your customer is accepted as one of the foundations of success. One case study I saw recently showed the customer value of a financial firm increasing by as much as 70% after the company made a concerted effort to understand its “audience” better.

The relationship between the two is there because the dedicated listeners are part of the audience you already know. Although most of the times the dedicated listeners are usually the ones who provide quick feedback of the programming. Two of the most common, and most effective are musical request sessions, and talkback (phone-in) programs. Both types of program can be extremely popular, attracting much larger audiences than other programs.

  1. What information about your audience helps you attract potential advertisers or program sponsors?

Some information that is need include: location, their listening habits, population size, literacy levels, major economic activities, etc.

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#25

My contribution in Week 1

Getting to know my audience is very important especially by doing audience & Marketing research. Audience research is expected to answers some of the questions on audience demography, preferences, Radio reach & Audience habits/behaviors.

Marketing research is expect also on helping your station making sure all audience preferences is taken in consideration while on production of our radio contents. Also this determines what time is suite to advertisers to advertise to your radio station.

Audience & Marketing research is a field where investment is required because getting the real information from listeners need special research experts to conduct the research even though it is a challenge to many of our station to have money for Audience research. By doing this research will help the Station to produce the interesting content which ll increase audience participation, something that motivate many advertisers to advertise & sponsors your radio programs.

The Information about my audience helps us to attract potential advertisers or program sponsors are audience demographic especially the age, status and where they from “Place of living” Farmers program become sponsored to the Station where its audience are from rural whom manly their daily doing is farming. So the con-vincible approach to sponsors is by viewing the audience demographic which make them testing/measuring the impact of their engagement before signing into the business.

#26

Hi @eko

This is the correct platform for the e-discussion. WhatsApp is there to complement what is happening here. Please engage here first before going to WhatsApp.

#27

Great work done here Obolo. I have learnt something:

  1. I am one person who does not ask much about a caller aprt from name and location where they are calling from and i got sense in this “When listeners call into a program, they are asked their names and where they are calling from (location). From their voice, you can then know their gender, which in some cases could be wrong.
    It is rare to know the occupation, values, attitudes, lifestyles and social class of your listeners just by the submissions they make in particular programs. It takes more than that.” I think now onwards, I will be getting more details and archive such.

2… I never thought of using archived call in information can work in selling farmer or any other programmes but again i got sense in this " what we actually used to persuade an Agrochemical Company in sponsoring was a compilation of recorded phone-ins by listeners. This according to the Sponsor gave them an insight as to the composition of our listeners."

Let me also say you did a good work.

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#28

Hello everyone,

Great input and responses from you all. Please note that it is important that we all discuss this topic, share our understanding and experiences.

I would like to share some highlights from the whatsapp group today:

Mtwara Romani Radio: Good morning ? I am asking myself who own the radio ? The audience or adertiser ?
Edmund Byamukama1: Audience
Edmund Byamukama1: You can survive without advertisers but it’s dangerous when no one is listening to your radio, actually the audience is the product you are selling
Mtwara Romani Radio: Big task to satisfie them !
Ngwenya Denis: Morning. It depends which type of radio. If it is a community radio, it is the community which owns it. It should be 80% people and 20% machinery. Without an audience, there is no radio to talk of. Even if you buy the best equipment.
Jovine Johansen Radio Maisha: I think both listeners and adverters owns the radio. This are two thinks dependable coz advertisers come to your radio because of the number of listeners your radio has. But listeners tunein due to the promotion ur have made & the content you have.
Jovine Johansen Radio Maisha: The radio can be owned by the community but if the running costs are from advertisement, the advertisers ll be owning the radio.
I think community radio are few nowadays because many are depending on advertisement.
Leila Ndangire: Good morning. Its the audience which owns the radio because without it, you wont get advertisers.
Pkweshek Victor Elgon Radio: You r on point
Pkweshek Victor Elgon Radio: What of radio station who don’t completely get funding from advertising. Like radio Maria. Even do u take 1billon to advertise they don’t need your money
Jovine Johansen Radio Maisha: Ever Radio Maria depend on out sourced money which is indirect to advertisement.
Without Voluntary Fundraising, no Radio Maria
Pkweshek Victor Elgon Radio: So who owns radio Maria
Jovine Johansen Radio Maisha: With Radio Maria, you can sponsor the program. Am trying to imagine what kind of radio which doesn’t get money from adverters, sponsors or fundraising
Jovine Johansen Radio Maisha: Fundraisers
Fred Mariwa: The audience own the radio. Without the audience, you will not see advertisers anywhere near you.
Fred Mariwa: You are right but I come to realise that most stations tend to lean on advertisers more than listeners then they end up loosing listeners and eventually they loose advertisers
Emmanuel Asamoah Radio 1: I am Asamoah from Ghana
I think radio is driven by content. Good content will attract listeners hip and advertisers will leverage on that.
Jovine Johansen Radio Maisha: Yah…the radio is driven by the content but there are some stations have good content which reflect people’s living especially serious program but they are not listened much. Why this happens?
Teziggwa Poul Chiwa: It quite oftenly depends on the presenter of the program content!
One must understand the content first, prepare well before presentation, have a good voice then there you go. You too must do your work with a passion. By doing this, you are winning off your listeners while on the other hand the advertisers look for big audiences so will place adverts or even sponsor the show rather program exclusively.
Emmanuel Asamoah Radio 1: I do understand the issue of good content is relative. I think everybody believes they have good content but it should not be imposition of your ideas. Don’t force a content on your listeners. You don’t do Agric programs in a mining community because the audience there are not Agric people. Meaning good content but miss match. You don’t do a musical program and play hip hop and R&B in an area where they do not understand English. The same content may be relevant to another radio because of location and audience.
My little view
Teziggwa Poul Chiwa: I think your environment dictates your work!
Petronillah Simwenyi: When planning for a radio set up, be it commercial or community, there is consideration of a target audience. That is why in most proposals you need to identify the target audience. Audience is a general term referring to anybody listening to your program. Advertisers will come in after following up on radio programs. There are independent bodies like in Kenya where they do research on popular programs measured by listernership. Mostly advertisers will come and go and come again. Audience are foundation of a radio while advertisers are pillars. Each depend on one another.
Yegesa Mabala 91. 7 Shnuz Fm: :clap: :clap:
Christian Maduka Ray Power Fm: Most radio Stations are founded on assumptions that there are listeners that is the first major mistake. Stations must be created to serve an identified audience founded through research. Secondly, radio stations still insist on vertical and horizontal programming. That’s the second mistake. In the digitized era of broadcasting, Stations must begin to create a niche for themselves whether they are commercial or community Stations. Advertisers patronize stations that meet their need. In Nigeria, community radio stations are not allowed to raise money through advertisements. So in such situation, the need the community stations are serving determine who puts money into them. We have community stations serving Universities, Police Force etc. They are funded mainly through budget of such Organizations. Farmers Radio can raise money by writing the agro-allied goods and services into their Programmes
Grace Ngwafor Abakwa Fm: It is a pleasure for me to participate in the discussion most owners of radio stations are not professionals and so the creat radio stations with one aim to generate income they think that just playing music having talk show is what will bring them finances the for get to know that the program content is what attracts customers especially if it is a program that meets the aspirations of the population farmers program is what is widely listen and it depends on the content hour of broadcast and the voice of the presenter some voices in programs only help to let listeners tune off
Jovine Johansen Radio Maisha: I have liked the structure of radio in Nigeria. In Tanzania we differentiate radio only by licencee fee but wherether is commercial or community all we are after adverters & Sponsors. Only Section radio (Religious owned radio) depend on Fundraising & Contributions & Some also on Sponsors
Jovine Johansen Radio Maisha: Sure
Steve Vot Ainginiza: Things to follow to capture listenership :know your audience, content, package your content, listeners engagement and be confident in presentation of the content or information

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#29

Hi, everyone
I would like to chip in on Who owns the radio ---- Very interesting question and it has interesting answers too as seen from the responses above!

However, the question is tricky at the same time.

It is my radio because I brought the money /funds which bought everything - equipment, first license, frequency name it and I expect it to make money for me through adverts.

I own the radio because I listen to it and without me you have no job that is the listener,

It is my radio because I present programs on it offering you the listener vital information to satisfy your needs; though I get paid for it, being that it is my job.

The advertiser can not be the owner of the radio but he uses it as a service provider for getting his messages/announcements and advert across to the listener/client/audience…

…Now, I want you to judge from the above who the rightful owner is!

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#30

My top suggestions for getting to know my audience.
As a producer I need to know who are my audience , their lifestyle , their need, their challenges, their geographical coverage, In addition I need to know when they can listen to the program, the language, if men farmers are many, how I can encourage the women farmers, what hinders lots of listeners from farming.

There mighty be a small difference between knowing my audience and dedicated listeners. One when preparing a program I design it to meet the need of the audience. To achieve the objective and probably get the feedback. With listener ship, it is like a one way traffic. Getting information from one end without feedback

The information a farmer gives can open a door to funding. At one time I had to visit farmers to know why their crops failed. The harvest was low. Some said, they wanted to do dairy farming but could not raise some capital. I prepared a program on integrated fish farming which was well received. The challenge was cash. Some wanted to produce animal feeds, but did not know how to start.

While highlighting all this short comings, an organisation called Juhudi kilimo came to their rescue. They funded for field program to meet farmers. Farmers benefitted from machineries, dairy cows, sheep. For integrated farming my company funded on ground activity where I met farmers who really wanted to do the farming. We gave out fingerlings, fish feeds and our resource persons gave them one to one info on how to go about it. All questions were answered there. During my follow up, most farmers were willing to help others with fingerlings.

#31

For me on the question of who owns the radio is very straight forward. A radio station could be owned by the community, an individual(s), NGOs, Church, Government, Political Parties, etc. So all these can claim ownership by virtual of having invested resources as you rightly put (It is my radio because I brought the money /funds which bought everything - equipment, first license, frequency name it and I expect it to make money for me through adverts).

But offcourse it has another important aspect for its survival and these are its stakeholders. I will present this through this illustration: In the tradition set up in Zambia for example in villages when they want to cook, they use three stones or bricks, put an aluminium or clay pot and firewood beneath. This means that if you remove one stone or brick the pot will not hold but fall. Thats how the stakeholders of radio are.

I have always considered the stakeholders of radio as being: Audience, Advertisers/Sponsors and Sources. So without the audience there is no need to broadcast, without advertisers/sponsors there is no money for overhead costs, for salaries, for equipment maintenance, etc and without sources there is no information to convey. But then I look at the Audience as the most important stakeholder because the other two will come because there is an audience.

These are my thoughts.

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#32

I have been following one discussion on the whatsapp group which is talking about how we can become outstanding in a competitive broadcasting industry and a case of Uganda has been presented with 225 radio stations that are operational.

My quick views will be for all radio stations should thrive to come up with something different from others. It can be the same thing but being done in a different way. Our radio stations should not sound like every other radio station. Can we identify our niche and move by it so that we are able to stand out in the crowd. The whole idea is for us to create our own audience that will be faithfully to us as opposed to having listeners that will easily tune in and out at any time. Let us look at information gaps that we can fill in.

Our radio station should be a response to some gap, but offcourse let us be keen and take advantage of changes brought about by technology and globalisation. And lastly let us concentrate on competing with ourselves as opposed with others.

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#33

Hello everyone,

We are still in Week 2. We acknowledge the contributions. Please remember the discussion is on this platform and WhatsApp is just complementing.

We see a lot of activity on whatsapp than we do here. Our resource person @DenisLindo will input soon.

Today on Whatsapp:

Calvin Jilala Shara Media: Don’t forget advertisers are the audience as well!but as it’s for many traditional media, our contents should be original, inclusive, factual and news worth(well packaged). With an inception of social media our audience are no longer passive, they are knowledgeable, they easily communicate to one another in a blink of an eyebrow; in other words we need to research whichever program/topic we wanna air. The organization & Presentation of the program is also paramount. Then, when you talk of the issue of revenue, it is the primary target for almost all radio stations with an exemption of a few religious and community radio stations. However, even the so called ’ community radio stations financed by either a group of people or financiers whose agenda can be to fulfill their needs. Hence, content, packaging,presentation, is equal to huge audience therefore luring advertisers to sponsor, buy spots and by so doing we create revenues.

Sarah Mawerere UBC: Good morning colleagues in the platform. How do we become outstanding- I mean our radio stations in a competitive broadcast industry. Uganda has 225 radio stations that are on air & operational! More are yet to begin. The listeners just tune from radio to radio. How do we get hold of them & turn them into money? Bearing in mind that listeners can’t b held on our station throughout.

Jovine Johansen Radio Maisha: Duh, very interesting. Waiting to hear respondents from Uganda, may be they can witness how do they compete each other. In remembrance that the radio market is very limited.

Christian Maduka Ray Power Fm: Competition will mean doing same thing better than others. That may be very difficult. The way out is to begin to do something different better by carving a niche. Identify a particular audience with a particular need and begin to direct your energy to serving only that group or audience. In Nigeria we have Sports Radio doing only sports. You can have a Radio Station doing only traditional music and traditional issues or Country Music Radio etc. With 225 Radio Stations you cannot make it unless you are different. You can also be Farm, Farmers’ or Agriculture Radio

Jovine Johansen Radio Maisha: You ar on point Christian. My station we are doing health issues, that way the vision of the owner but its also the way ability of doing something different.

Calvin Jilala Shara Media: The Ugandan case is not an exemption one, it is the current phenomenon which media houses have to rethink afresh. In this new media age, our audience have developed a migratory behavior such that they will go almost anywhere in search of the kind of intertainment experiences of their choice. Hence, competition is’nt only amongst that # of Radio stations is also with the social media. With an availability of social media, hence citizen journalists, audiences are stimulated to seek out new information and interact among dispersed media contents. I agree with other members whom observed that a though research has to be done to know what the audience needs, then give them what they need and not what you think they need. Having said that therefore, the issue of convergence is inescapable, b’se it is the only way for every important story to told, every brand to get sold, and every audience can be courts across multiple media platforms. It is a cultural shift. Hence, Radio should build, blogs, be online and on other media outlets to compete for media economies instead of trying to get them back into the old relationship where we used to tell them what to listen.

Ngwenya Denis: Looking at the Zimbabwean situation, there are 4 state owned radio stations, two commercial ( that have a nationwide coverage ) then there are 8 local commercial ones based in different regions. The government controlled the narrative for too long as a result most people resorted to social media in order to get a balanced coverage for certain issues. Whilst the commercial radios do manage to make profit somehow, it is difficult to gauge the type of listeners hip for the different stations because at times almost all of them broadcast the same thing. The audience has no say on what they want to hear.

Stella Elias Ngenje Standard Radio: Back to you Mukyala,every business needs profit’s but not easily to get that profit’s without putting much efforts to our media,especially creating the best programs content to attracts our customs including listeners, watchers and business man… You can’t gain more profit’s if you produce useless programs.

#34

Still confused because may be the media outlets becomes the same due to the need of the listeners. The success of the Radio is giving out what the Listeners desire to listen. This is done by doing Audience & Marketing research. How can we run out of doing something the same, while We(All radio Stations) ask the audience what they want to listen?

#35

I am Hajat Rehema Ndagbire from UBC Kampala, Let me make my suggestions on what my top suggestion for getting to know my audience are.

  1. There is need for one to know what type of information and listeners one has as this will help you to target the right types of advertisers for ones farmer program.
  2. the most appropriate time for airing the program is very crucial so that the targeted men and women are able to listen to that program at the same time; this way the advertisers will also be attracted and inspired, affected and infected to have their messages aired during the time when everyone is listening in. Otherwise if the program is aired at the wrong time when poeple seem to be busy elsewhere then no advertiser will come to you - you know they are like Politicians…they follow majority!

Audience research should be done to find out the number of people listening, who listens and at what time/program, do listeners feel that the programs are made for them or otherwise, is the airing time for the program appropriate, do listener have specific topics they need to listen to or specific people/personalities or companies whom they would prefer to be brought for them to ask questions, seek advice or to hear about. It is such information that will help you attract potential advertisers or program sponsors.

Radio station promotions: this can be done in areas where your station is supposed to be listened to where you involve advertisers, sponsors, community based organizations, the community itself and you allow them to participate in this function, a fete where people perform, football match of the audience verses the radio presenters, netball the Politicians against the radio staff, the soda companies will put in their money in form of selling their products or even making quizzes and giving prizes and hampers to winners. Such event not only promote the radio station, but they increase people’s awareness of the products.

Is there a relationship between knowing my audience and the number of regular or dedicated listeners that I have?
Well, I should say “Yes” , because knowing my audience and that is the dedicated or regular listener are both related. they are one and the same thing. This is the target audience which one has to learn about, know their preferences through doing surveys, that is reaching them, and this is done through field recordings where a presenter goes to the field and talks to the people , interviews them and gets to hear what they have to say about the programming and the timing of the programs. The relationship between the station/radio presenter and the audience is sealed by the station participates directly in the community events. Here sponsors and advertisers are also involved by putting their logos and merchandise on banners that are displayed at the event’s venue.

The other thing is about promoting the radio and the program where you keep on playing promos specifically developed for that purpose - for promoting the radio and the programs. they are played through out the day. Posters, community visits and contests can also be used for promotion thus creation of a bigger audience which is good for all of us - the station, the advertisers, listeners and so on.

  • Differentiate between advertisers, sponsors and partners while doing business.
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#36

Jovine, I know still confused yes. Sometimes audience needs for all the radio stations can be the same, but we cannot afford to do things the same way. But can we do things differently. Believe you me if do things differently, we will get the results we desire.

May I add something here, audiences attracted to radio are no longer invisible, silent and disconnected. Listening habits are changing and listeners are increasingly more used to both listening to radio and leaving comments on social media, where their feelings and opinions are public, searchable, accessible and measurable.

If we always do what we’ve always done, we’ll always get what we’ve always got. This means promoting a step change in our approach in the way we do things. There are new and exciting opportunities worth exploring. Technology, for example, is offering new ways to engage with audiences. Radio can no longer operate in isolation. Use of social media including website, Instagram, Twitter, Snapchat and Facebook should be considered. Live streaming and improvement of quality of live streaming into real-time crystal clear transmission and tracking of listenership numbers via data collection.

App development and tie in with social media handles on all platforms. Record shows and share later via Soundcloud and Podcast. Why are we doing all this? To get to where the listeners are. Offcourse we can only do this with the knowledge of our habits of our audiences.

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#38

Branding
My top suggestion for getting to know your audience is to first understand your brand and what you stand for. If the radio station clearly understands why here I mean goals, mission, values and objectives then it will make it easy for the radio station to know the audience.

Surveys and Content
The radio can get to know the audience through the content they broadcast; this will help the producer to better understand listener preferences for example, timing, packing, and presentation. Through the surveys the feedback generated can contribute a lot to good quality content that the audience would like tom hear. At Mama Fm we carried out a survey in the nearby communities where we reach and we got a better understanding of who listens to us and the type of content they would like to hear. Because it is a women’s radio, one would expect only women tune in to Mama FM and we found out that more men (Male Youth) are listening to Mama FM which was a good point for us because getting men on board to listen means their appreciation of the content and change in perception towards certain issues.

If you don’t know your audience then how will you package your content for the listeners? Listeners love to relate with content and keep hooked to listen you all the time and anywhere. In simple terms knowing your audience will relate to the number of listeners you get in your program in a simple format I learned SPARK this will help the presenter Speak with candor, Priotize the needs of the listeners through feedback, through that Adversity breeds opportunity for advertisers and partnerships, help the radio station to Respond verses Reaction and soon forget what the listeners want and Kudos to everyone for work well-done.

Critically crafting a niche audience helps attract potential advertisers is my opinion here I mean, who they are? Age, sex, occupation, where they reside, what they like and dislike, how the programs have contributed to a change in their lives/Impact stories and how they have used the information listened to practically. Like I shared earlier it is a big challenge for community radios to attract advertisers and am here to learn what community radios can do differently, remain relevant and attract more advertisers. The competition is stiff and we should not fear it but work towards good quality content which will bring advertisers knocking on our doors for partnerships.

Catherine Apalat
Mama FM Uganda

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#39

[quote=“MartinMwape, post:5, topic:794”]
Ulimi Ndi Malonda (Farming is a Business).
[/quote] Thanks @MartinMwape I have liked the name given to the program “Farming is Business” kept me thinking just the name carries weight or meaning to attract an advertiser to understand that this person means business and is here to change the mindset of people about farming, lesson learnt.

#40

Hello team am Buckner Raymond from the Volta Region of Ghana producer of “Ayeeko” our mighty farmer program.
This week as the topic says knowing your audience, I would like to say that it is important for every presenter or producer of any program on either radio or TV, to know his or her audience are they with you or they tune in to a different station when it comes to your program. With this, you will identify you weaknesses and and know where much work is needed in your career.
Now how do you know your audience?
On my part as a producer, I allow my listeners to have a full program time to call and contribute to the program of the month that is mostly the third week before we crown the program in the forth week. With this people who were not able to have their calls picked during the program time when phone lines are opened have the opportunity to do so and to our surprised people do called from other regions because they are regular listeners with some suggesting to their farmer Associations to sponsor the program.
Apart from Rawlings the calls the WhatsApp messages also indicates that yes you have a standard listnership base or not.
In my case, knowing my audience did not only projected me as a radio producer but also help in transforming my business because I sponsor the program with my business and this I have not regretted yet.
Thank you.

#41

"Well, I should say “Yes” , because knowing my audience and that is the dedicated or regular listener are both related. they are one and the same thing. This is the target audience which one has to learn about, know their preferences through doing surveys, that is reaching them, and this is done through field recordings where a presenter goes to the field and talks to the people , interviews them and gets to hear what they have to say about the programming and the timing of the programs."
Hajati Rehema, thank you for your timely info about knowing your audience. However, that particular quote i have presented above leaves a lot to be desired. I wonder what our colleagues on this discussion forum think about it.