This document discusses niche radio as a model. It notes that while traditional radio has high reach numbers, niche radio has growing reach through digital audio broadcasting (DAB) and internet streaming. The document advocates that radio stations should focus on serving specific audiences deeply by colonizing markets and reducing listener switching between stations to follow a niche model of radio broadcasting.

1. NICHE AS A MODEL
MATT DEEGAN

2. BUT FIRST…
NICHE RADIO

3. 89.2% ALL RADIO REACH
81.6% 15 TO 24 REACH
49.1% DAB REACH
19.6% INTERNET REACH

4. NICHE AS A MODEL
MATT DEEGAN

5. HERE’S HOW THE RADIO
BUSINESS WORKS
NICHE RADIO

6. 75%
90%

7. GO SPECIFIC AND
DEEP
NICHE RADIO

12. COLONISE MARKETS
NICHE RADIO

14. STOP SWITCHING
NICHE RADIO

18. NICHE AS A MODEL
MATT DEEGAN @MATTMATT@FOLDERMEDIA.CO.UK