Masters Theses

Date of Award

12-1993

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Jeffrey Wilkinson

Committee Members

Barbara Moore, Herbert Howard

Abstract

This research attempted to examine the talk radio format at this time, and how talk stations use it. Three programming case studies were done on three talk stations: an established AM talker, an AM station that switched its format to talk, and an FM talk station. The case studies included in-depth interviews with the program directors at each station, and the collection of program schedules from the stations. The interviews were recorded and compared for patterns of philosophy on talk radio. The schedules were compared for similar programming patterns. A reason for the stations to turn to talk radio was to find a niche in their markets. Their audience demographics tend to target older adults. Because the stations are in different situations, they view "competition" differently. The concept of active listening was found to be a primary benefit of talk radio to advertisers. And the three stations stressed the importance of local programming, although the new AM talk station and the FM talk station (also new) have to rely on some national programming for economic reasons. Based on the research, talk radio will probably grow stronger over the next ten years because of the increasing interest in information and the search for unique positions in a given market. Talk could help sagging AM stations in the short term. But talk station managers cannot just throw on a satellite switch and hope for success. They must know how to target their audience and make the talk touch the community in some way.

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