While looking for something to post I came across this from Carl Blare's blog that is very good info if you want listeners.....Carl says,
"The biggest mistake made by almost every broadcaster in the world is to give up too soon in the quest to attract an audience. A station will sign on the air, place a lot of muscle into putting out a new format, and after two or three days give up because no one's listening. It is important to realize that radio listeners exist, but they are tuned in somewhere else listening to stations that have been on the air for a long time. Very few listeners go looking for new stations because there are rarely new stations to be found. What you've got to do is be present, on the air, putting forward your most amazing program at every moment of the day and night around the clock for ten years or more, and there's s 2.6% chance some listeners will chance upon your station, find it very interesting, and make a mental note to check it out again during the next holiday weekend or perhaps on a sick day when they are bedridden with a tableside radio. It is essential when that second attempt to find your station takes place your signal must be on the air and the program in progress really outstanding; better than anything on any other station. Always remember that no one can find a station that isn't on the air so you must always be on the air. On one hand being on the air won't matter to those who fail to seek your station, but by the same token no one can find a station that's not there".
I can add that advertising that you are there as Carl says not many surf the dial to see what's there and so important to be 24/7 as if someone decides to check your station out and there's nothing they won't go back again. It has to be on when they tune to it.