in much of the Arab world only between sunset and sunrise, meaning that the strategy of
morning and afternoon “drive time” streams may have to be reconsidered.
The good news is that the Radio Sawa management is research oriented. The early
research concentrated on focus groups that helped select the right music mix. The next step
must be effects surveys that examine not only the music that attracts a younger audience,
but also news, commentary, and analysis about the U.S. and its role both in the world and in
the target audience. Only these data will provide the answer to the question about whether
or not the listener will take the bait and leave the hook behind.
Convention