Tình huống nghiên cứu
Duyệt Tình huống nghiên cứu theo Tác giả "Abratt, Russell"
- Ấn phẩm5FM : youth radio in the digital age. Vol. 7 No. 2 2017 [Tài nguyên điện tử](Emerald Group Publishing Limited, 2017) Abratt, Russell; Cullinan, JustineIn December 2015, Justine Cullinan, station manager of 5FM – a commercial, national music-radio station – reviewed the listenership and revenue figures for the year. When she took over as station manager in October 2014, 5FM had been through a three-year period of sharply declining listenership and revenue. Since then, by growing 5FM’s online community and adjusting the station’s overall strategy, the tide of decline had slowed. 5FM’s limited marketing budget prevented it from attracting listeners through traditional marketing avenues. Cullinan wondered how she could grow audiences and revenue and forge a new way for radio to benchmark success in a world where online communities were ever more important.
