Attracting and retaining radio audiences.Attracting and retaining radio audiences is an important aspect for any media platform, including radio programs, it ensures long-term program protection, fueled by the number of its listeners. 91% of the population tunes in to the radio every week (Rajar, 2013), but radio programs rely on content, presenters and multiplatform services to retain audiences and attract them to their program. Engaging and entertaining means attracting an audience, but to retain it, updated content week after week and cross-platform activity when the show is not on air are crucial to maintaining audience interest. This essay will examine whether one element is more important or requires a combination of elements to fully attract, engage, and retain audiences. Radio presenters are the fuel of a radio show. It is the voice of the speaker that establishes the point of contact for the listener (Wilby, P. and Conroy, A.1994, 128.) thus connecting the audience to the speaker forming a familiarity that keeps them tuned in every week. The task of the speakers is to read their queues and scripts to inform the audience, announcing the oral interpretation of the printed page (Keith, M. 2010) consequently they should not only read but connect with the audience by interpreting the expression and feeling in the their voice based on the content of the story. To create this expression and keep the audience engaged, the presenter's voice must be clear, concise and unimpeded, for example strong accents and higher registers are less desirable voices for the audience, with a lower register and a good microphonic voice ( Boyd, A, 1993 , 136) audiences prefer soft tone and quality. This will ultimately… middle of paper… attract and retain radio audiences. Bibliography • Boyd, A. (1993) Broadcast journalism: radio and television news techniques. 2nd edition. Oxford: Focal Press.• Duck Island Radio. (2014) Harrison and Heaps talk music. Lincoln: Lincoln School of Media.• Keith, M. (2010) The radio station, broadcast, satellite and the Internet. 8th edition. Oxford: Elsevier.• Priestman, C. (2002) Web Radio. Oxford: Reed.• Rajar (2013) Rajar data release. [online] London: Rajar. Available from http://www.rajar.co.uk/docs/news/RAJAR_DataRelease_InfographicQ42013.pdf [Accessed 4 April 2014].• Siren 107.3 fm (2014)[online] Lincoln: Siren Fm. Available from http://www.sirenonline.co.uk/• Tunein (2014) Fish Talk Radio. [online] New York: Sports Byline. Available from http://tunein.com/radio/Fish-Talk-Radio-p183447/• Wilby, P. and Conroy, A. (1994) The Radio Handbook. London: Routledge.