SWR3 is Germany's most popular radio station. In terms of music, SWR3 follows an international rock and pop format. SWR3 established its audience club to create a commercial platform for off-radio activities and as a marketing tool to compete more effectively after deregulation of the German radio broadcasting market. SWR3 CLUB produces or co-produces some 150 events each year, with approximately 650000 visitors. To serve the millions of listeners who want to obtain information on the station, the club and the numerous activities of both, and the thousands of members who want to use the club's services, SWR3 CLUB has the SWR3 Service Centre.SWR3 CLUB publishes its own magazine, SWR3 DAS MAGAZIN, which is issued ten times a year and has a circulation of 100000 copies. SWR3 DAS MAGAZIN carries details of more than 500 events per year, 120 of them club events.