1) The document summarizes three different types of audio advertising media - Commercial National Radio (Heart FM), Commercial Local Radio (Forest FM), and Non-Commercial National Radio (BBC Radio 2). 2) It finds that Heart FM targets younger listeners with mainstream pop music, Forest FM targets older listeners with alternative and soft rock music, and Radio 2 targets older, intellectual listeners with soul and funk music. 3) The document also notes differences in production quality and focus, finding that Forest FM had a less professional sound while Radio 2 was the most polished, and that podcasts allow presenters more freedom of opinion than national radio stations.

1. Audio Advertising Media

2. Commercial National Radio – Heart FM
 The music genre is heavily pop based, and most of the songs are ‘feel good’ mainstream songs. However most of
the songs were not immediately recent ranging from Take That to Ne-Yo. The station mainly played songs and
jingles.
 The target audience is younger people who listen to mainstream, pop music. Possibly working/middle class as
the stations busiest times are morning and afternoon rush hours. The presenter is also a young woman,
appealing to the younger generations.
 The catchphrase is ‘turn up the feel good’ suggesting the stations main aim is to make people feel happy and
upbeat. This is achieved with cheerful popular music and the presenters banter. The presenter had light
conversation in between each song.

3. Commercial Local Radio – Forest FM
 Forest FM is a local, not for profit station run by volunteers for the Dorset community. They mainly appeal to
an older/middle aged target audience who like classic music. The time when I listened was evening so there
wasn't any adverts, likely due to lack of traffic around that time.
 The music was rock to alternative appealing to rock fans. And the presenter gave facts on the band and
artist after the song. According to the website the station plays ‘a subtle blend of classic soft rock tracks and
add in a lively assortment of oldies to conjure up a sound that is both sophisticated and interesting’.
 The station focuses on ‘variety’ and ‘wide appeal’ and community projects.

4. Non Commercial National Radio – BBC
Radio 2
 ‘6 decades of soul’ was the theme of the evening show and the music was mainly funk and soul music from
Britain. The presenter gave facts and information on the artists and songs after, appealing to an audience
who likes information as well as music. Its target audience I believe is older, intellectuals or more relaxed
music genre fans (such as soul or funk).
 The layout was professional and calm with black and red colours. An expensive looking website.
 Brit funk was played regularly with bands like high tensions. Paul McClain and Kenny Wellington were
interviewed, giving fans an insight into soul bands.

5. Differences
 The main differences between the stations was the audience and music style.
 Forest FM played mainly alternative, soft rock and was a less professional
sounding station while Radio 2 was the most professional sounding station which
also played less mainstream music (soul, brit funk). Both stations had talking
interludes and gave facts and information on the artists and songs. Lastly they
were both targeted towards older people in my opinion.
 Heart and Forest FM were the most local stations with Radio 2 being the wider
broadcast channel.
 Heart FM played the most mainstream pop music and was targeted at the
youngest audience. It also had a clear goal of playing ‘feel good tunes’.

6. Podcast
 The podcast is different to radio stations as the presenters are allowed to express their
opinions rather than trying to be more unbiased like national radio station presenters.
 The podcast covered current affairs like Brexit, and had an expert in to discuss their
opinion.
 I think the target is younger people as the podcast is largely about films, current affairs
and celebs. Also some older people might not know of/or about how to access internet
podcasts.
 The audience is also more niche than a national station as it focuses on film reviews,
and talked about a letter exchange between Tom Hanks and a fan. There was also
audience participation in the form of letters about ‘The Shape of Water’ by Guillermo
Del Toro, and the audiences opinion on it.