Exploring the audience appeal of Magic Radio

One question we bought up quite early on in the radio unit was 'why does radio still exist'? It's a fair enough question. Through processes of digital convergence, radio has been thoroughly outclassed by digital downloads, streaming sites such as Spotify, and of course the ease of music piracy. Yet radio still lives on, often raking in huge and devoted audience. This nice long article in The Guardian explores the continuing audience appeal of radio through the case study of Magic, a radio station playing golden oldies to a primary middle aged target audience. It goes in to lots of juicy detail about scheduling, targeting, and even audience negotiation. In short, it's an excellent case study to use in your exam. So get stuck in!