Radio San Francisco is a radio station that has almost 4 decades at the service of the Cajamarquina population through the modulated transmission frequency. Being present in the market for so many years has implied a constant adaptation to the media, formats, listeners, among others, that the new generations bring with them, the new times. The current situation of the company is not the same as a few years ago in many aspects, the main one is the audience level, according to market measurements, Radio San Francisco has not been listed in the Top 5 of the most listened radio stations for years in the city of Cajamarca and this data turns out to be as important as it is worrying. Faced with this problem, this research seeks to identify the relationship between positioning and audience in order to determine which positioning strategies are that Radio San Francisco should apply in its manage...