Marketing communications in two-sides markets on the example of radio industry

Student: Ezhov Kirill

Supervisor: Mihail Nazarov

Educational Programme: Master

Year of Graduation: 2014

Radio industry is a classic example of two-sided market – the network that has two groups of users, which has different goals and roles. In the case of radio those two groups are: advertisers and listeners.With the rapid development of television and internet the social significance of radio reduced dramatically. However it is still demanded by both advertisers and listeners nowadays – so, radio stations are using different marketing tools to attract both audiences. The question is what kind of strategy is right.In my work I will study the correlation between radio ratings and its marketing activities in social media.

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