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dc.contributor.convenorPeter Thirkell
dc.contributor.authorGatfield, Terence John
dc.contributor.authorMcDonnell, John
dc.contributor.editorJim Wiley
dc.date.accessioned2018-04-03T01:50:54Z
dc.date.available2018-04-03T01:50:54Z
dc.date.issued2004
dc.date.modified2009-11-17T04:07:42Z
dc.identifier.urihttp://hdl.handle.net/10072/2310
dc.description.abstractCommunity radio in Australia comprises 340 independent not-for-profit organisations filling niche market segments. However, they often strongly compete with high profile mainstream commercial sophisticated broadcasting companies. For community radio to successfully compete means developing a clear market position to assist their program development, management system and promotion format. This paper explores the status of community radio organisations in Australia and examines the market research process adopted by one organisation to test and validate its market position. Both listeners and non-listeners of the station were sampled. Analysis indicated that for the community radio broadcaster they were well positioned by the cognitive understanding of their constituent members. This paper presents, tests and affirms the market position held by the organisation and the results provide affirmation to the programming content and broadcast structure. In addition it assists in filling a research gap as it relates to positioning and community radio organisations.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherANZMAC
dc.publisher.placeAustralia
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartof0
dc.relation.ispartofconferencenameANZMAC 2004 - Marketing accountabilities and responsibilities
dc.relation.ispartofconferencetitleMarketing accountabilities and responsibilities
dc.relation.ispartofdatefrom2004-11-29
dc.relation.ispartofdateto2004-12-01
dc.relation.ispartoflocationWellington
dc.subject.fieldofresearchcode410000
dc.titleCommunity Radio Broadcasting and Positioning
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionVersion of Record (VoR)
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
gro.date.issued2004
gro.hasfulltextFull Text
gro.griffith.authorGatfield, Terence John J.


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    Contains papers delivered by Griffith authors at national and international conferences.

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