While a powerfull promotion can initially bring large numbers of new listener “into the tent,” unless you build a connection with them, no mat-ter how big the prize, no matter how creative the contest, you cannot truly “buy an audience” over the long haul, unless your station entertains and informs, providing a real sense of connection, you won’t keep the listeners who have come for the contest.listeners may love their prizes or sell them for a profit later, but providing content is ultimately the way to keep your prize the new audience you have won.