What turns advertisers on to radio?
Radio stations need to approach declining advertising spend with innovative solutions
Radio in SA continues to offer a unique platform, characterised by its agility, flexibility and ability to connect with listeners in their mother tongue. This was the overriding message from a recent Radio Awards digital event facilitated by its moderator, Arye Kellman. The panel included Lloyd Madurai, station manager of the award-winning Hot 91.9FM; Nada Wotshela, head of radio at the SABC; and Chris Botha, group MD of Park Advertising.
The biggest benefits of radio, pointed out Botha, include its huge reach and relatively affordable production costs, coupled with the fact that for many South Africans it’s the only medium they have and acts as a companion of sorts...
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