Radio

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.