Post modern consumers, cultures and media

Brands offer consumers an outlet for their needs and desires, more and more at a very personal level. Radio broadcasters have offered a personal medium for information and entertainment nearly a generation before branding became the most important term in marketing and advertising. European radio is a mix of public and private, commercial and non-commercial broadcasters, in sharp contrast to the North American medium. The rich, often contentious competition among them along with new demands by consumers amidst changing technologies gives the medium its richness and diversity.

The book begins by charting radio brand development in Europe and the influence of governments, advertising, audiences and the producers. The range of brand styles available on the European media landscape is described and illustrated in The Six Radio Brands, with management strategies for each. New radio brand styles will certainly emerge as consumers take advantage of new technologies to seek and find new stories.

The audience for The Six Radio Brands includes media and marketing professionals, regulators and policy makers, as well as media students.

The Six Radio Brands is about the uniquely European development of radio brands. Competition among broadcasters - and certainly between the public and commercial sectors - gives radio in Europe a rich dynamic. As consumers become more media-literate and demand more attachment broadcasters find target markets illusive.
Regulators, advertisers and broadcasters take turns trying to influence radio brands. Culture and technology makes an impact. More and more, the greatest influence comes from consumers.
The Six Radio Brands describes advantages and pit-falls of brand strategies, with illustrations from current radio practice.

100 pages. 2004

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