Abstract:

The research on selected regions of Poland by Wojciech Konieczny, in association with B.P.S. Consultants Poland Ltd., assumed the hypothesis that in the conditions of the developed radio market, if radio stations and their principals are concerned with the range among the average person, the control of the regular audience is of greater importance than the control of core listeners. The regular audience better reflects the average daily range of the station, moreover, it enables identification of both the possible negative tendencies in the way audience contact the station Programme and the reasons for lack of loyalty conditioned by the programme preferences of shared listeners.