ABSTRACT
This chapter concentrates on the problem of promoting a radio station. With the universe of possible radio station choices, plus the other media alternatives to radio listening, how do we draw listeners to our station? Certainly, by establishing and then meeting expectations. But to keep the station top-of-mind for one’s own listeners, and especially to establish expectations in the minds of those who don’t listen to the station (or haven’t lately), promotion is an extremely important tool.
