Like most media platforms in the current economic environment, radio is facing its fair share of challenges. One of its biggest is to obtain sustained revenue growth, as advertising spend is not increasing though media options have grown exponentially. Also, younger audiences are less inclined to use radio as their first choice of audio or source of new music.
Each of these challenges, says Jacaranda FM MD Deirdre King, is an opportunity for radio to grow beyond its traditional scope and incorporate emerging platforms into its content and advertising mix. For Jacaranda FM, in particular, the challenge is to convert its large digital audience – at present the largest in the country, with over a million online streams a month – into a revenue stream...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.