The classification of radio audiences in terms of needs, psychographics and interests

Date of publication: June 15, 1982


The study from which this paper has been written was conducted on behalf of Radio Luxembourg (London) Limited, part of Compagnie Luxembourgeoise de Teledifussion's television and radio service. In 1979 Radio Luxembourg commissioned Social Surveys (Gallup Poll) Limited to conduct a programming study to assess the requirement from an evening radio station among persons available to listen at that time. As a result of the study the station was re-programmed and with the aid of advertising/marketing the decline in audience was reversed. Similar studies were conducted in 1980 and 1981 with subsequent minor amendments to programming to take account of changing tastes, and the station has maintained its higher audience levels.

Malcom R. Mather


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