Lakeland Radio Target Audience

I would like to thank WLUV for providing me with the opportunity to assume the role as General Manager of your newest radio station. I would like to recognize that our goal and mission statement is to effectively communicate the faith and spread hope to a lost world. As the new General Manager, here are the steps I would take to establish WLUV in the community and fortify our brand.

Target Audience

According to Alan B. Albarran’s book Management of Electronic Media, when looking for a target audience we should consider both Demographic research, which “presents quantitative information (data based) on the media habits of audiences” and Psychographic research, which "goes beyond numeric information to offer qualitive information about audiences,

I believe this demographic is relevant because approximately 34,400 people of the nearly 101,000 people who call Lakeland home fall within this age group with the median age being 41-years-old (Current Lakeland).

Format

Our format will be Christian Contemporary music along with programming such as sermons, panel talks, devotionals, and radio dramas. We chose against developing a niche as there is already an existing Christian Contemporary audience. The format is used by four other stations who’s broadcast reach the Lakeland area (Radio Stations in Lakeland). Another reason for choosing a Christian Contemporary format was because Lakeland has a large Christian community with nearly 300 churches in the addressed area.

Finances

As the General Manager, my job is to plan, monitor, and control the radio station’s finances. In order to achieve our finical goals, a budget must be created to properly managing our $300,000 startup

As General Manager, I will receive will be $55,000. Also, I plan on hiring a few part-time and full-time staff members, which will include; a Chief Engineer, Talents, Promotions Director, and Janitor.

The Chief Engineer is responsible for the technology used in the radio station. They will maintain the equipment at the station and get the station “on-the-air” within our station’s licensed range. The engineer will not only work to maintain existing broadcasting capabilities, but they will also provide quick solutions to problems that may arise with the electronic equipment (Jobs in Broadcasting). This position will receive a salary of $40,000.

The Talent are the face of the station. Their job will be to introduce programs, music, and create and read enhanced underwritings and public service announcements (PSA) (Jobs in Broadcasting). The Talent will also be in charge of the station’s music library, all while being the station’s voice. We plan on hiring 3 on-air personalities, which will be paid $30,000