Opportunities that brings new listeners

What kind of marketing activities, would be recommended - to continue to bring in listeners, to a new radio station - after the initial "test show" launch - (that is - if you have aired your 1 to 3 numbers of "test shows" earlier)? Let's say - you launched a new radio station in the beginning of January. What could you do - to keep bringing in more listeners, (independently of the sort of music that you've been playing - during your "test shows")?