oa Journal of Marketing - Omar Essack - scarce attention - how do I get a piece of it? : 5 strong voices

Volume 2010, Issue 04
  • ISSN : 1811-9565



With scarce consumer attention and ever expanding media to further fragment it, radio has to push the boundaries, constantly reinvent itself and take risks if it is to survive. Ultimately, who wins? The winners will be the stations that provide what the audience wants and can't find anywhere else!

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