Author

Finn

Date of Award

12-1991

Degree Name

Master of Arts

Department

Communication

First Advisor

Dr. Richard Gershon

Second Advisor

Dr. Paul Yelsma

Third Advisor

Dr. Jules Rossman

Access Setting

Masters Thesis-Open Access

Abstract

This study examines the Alternative Music Format (AMF) of station WIDRFM, Western Michigan University from a programming perspective. The study reviews literature related to AMF programming, and provides information related to listener and non listener patterns of radio interest from two self-report questionnaires. The purpose of the study is to provide reliable information on this most unique format plus recommendations in order that future managers, programmers and music directors can make informed decisions for future managerial and program changes.

The major results of this study indicate that the AMF does not promote effective listenership among the WIDR-FM audience. Also, there were no appreciable differences among listeners and non listeners relating to music type. Specifically, listeners were more interested in listening to radio than the particular music played.

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Radio Commons

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