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Radio

Klaus Goldhammer (), Mathias Birkel () and Simon Lübke ()
Additional contact information
Klaus Goldhammer: Goldmedia GmbH
Mathias Birkel: Goldmedia
Simon Lübke: Friedrich Schiller University Jena

A chapter in Handbook of Media and Communication Economics, 2024, pp 851-868 from Springer

Abstract: Abstract The chapter outlines the key characteristics of radio markets on three levels and discusses major trends in the radio industry. On the structural level, market shares, reach and distribution forms, and regulation and economic developments on radio markets are discussed. On the company level, the article introduces the financing forms of radio broadcasters – especially the features of advertising marketing – and program strategies as well as value creation processes in radio companies. On the third level, the article focuses on data on radio usage, in particular the importance of new digital stations and web radios for media users, and discusses this in the context of trends on radio markets.

Keywords: Market shares; Reach; Marketing; Radio financing; Forms of distribution; Radio regulation; Radio use; Online audio (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39909-2_34

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DOI: 10.1007/978-3-658-39909-2_34

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