followthemedia.com - a knowledge base for media professionals
The Six Radio Brands
AGENDA

All Things Digital
This digital environment

Big Business
Media companies and their world

Brands
Brands and branding, modern and post

The Commonweal
Media associations and institutes

Conflict Zones
Media making a difference

Fit To Print
The Printed Word and the Publishing World

Lingua Franca
Culture and language

Media Rules and Rulers
Media politics

The Numbers
Watching, listening and reading

The Public Service
Public Service Broadcasting

Show Business
Entertainment and entertainers

Sports and Media
Rights, cameras and action

Spots and Space
The Advertising Business

Write On
Journalism with a big J

Send ftm Your News!!
news@followthemedia.com

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

Free for ftm EXTRA subscribers, €49 for others.Email for more information

copyright ©2004-2009 ftm partners, unless otherwise noted Contact Us Sponsor ftm