ABSTRACT
Communication research reached a stage where the body of findings was starting to fill in the very large blank spots in the past. Research on radio audiences, the readers of books, magazines and newspapers, and film audiences, had reached a stage where it was able to focus on specific audiences and communication questions. The chapter offers radio stations some advice about how to adjust their programming to win new listeners to morning programmes from among those women who did not listen to daytime serials. The communication behaviour of the local influential and the cosmopolitan influentials, their choice of magazines, newspapers and radio programmes, is reflected in their orientations and behavioural patterns in other situations in life. The original intention of the applied study commissioned by one 'news' magazine was to determine what areas of life in a local community are affected by personal influence.
