ABSTRACT
This chapter explores some new ways to develop audience information for programming, sales, and marketing applications. It suggests ways to use the information the manager's station has to further develop their particular programming niche. The chapter examines the challenges and opportunities that research methodology creates. Niche marketing will require up-to-the-minute research. Research companies often use unskilled workers for phone and face-to-face interviews in mall. The chapter also suggests ways the manager can gather more information about their core audience. It aims to suggest some interactive hardware that will help the manager develop a dialogue with their core audience. Because of more lifestyle choices, the manager need to examine their listeners' wants and needs under a microscope. The manager can use databases in new ways to help learn more about their listeners. As databases grow, radio people are being buried under reams of information.
