Abstract
This study applies the ‘attracting, informing, positioning and delivering’ (AIPD) model to determine the strategic practices used by audio webcasters. The content analysis results indicate that AIPD strategies are positively associated with media audience ratings, with the ‘clicks-and-bricks’ audio webcasters demonstrating higher levels of strategic AIPD performance. This study also finds that audio webcasters with better AIPD outcomes usually have higher online audience ratings. The results indicate significant differences in the strategic practices of clicks-and-bricks and pure-play audio webcasters in the dimensions of ‘attracting’ and ‘informing’.
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