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the media radio annual digital

12 Radio Annual consolidating spend, picking one above-the-line media type, rather than a combination. “Radio as a category is perceived to be expensive at the moment so we need to work harder to show value and prove ROI – which the Primedia stations have a good track record of doing. “The proliferation of new media platforms in both our market and others, plus the ever increasing investment from clients into digital, creates an environment where we need to do more, be more and produce more engaging content which resonates with our listeners and where our clients can get the best return,” she says. Van Huyssteen says the industry is increasingly revolving around data and technology, and she is very interested to see what impact the new research managed by TNS will offer the market, after the last RAMS diary went out earlier this year. She also misses the role played by the RAB SA in promoting radio as a media category. “There has been a lot of talk around programmatic buying and the effects it will have on the industry. We know that digital is being bought in that format but have yet to see it roll out on other platforms. Will the influence of global agencies and global buying patterns in broadcast media be affected this year?” asks Van Huyssteen. “Media freedom underpins what we do, so the protection of state information bills and other potential threats to the media are always a concern, but we remain independent, and optimistic about the strength of our democracy. A number of global brands are in a conservative phase due to the global slump; this forces us to come up with creative solutions for clients who face these constraints,” she says. Rivak Bunce, Managing Director of United Stations, who represent OFM, Algoa FM, Hot 91.9fm, Magic 82.8FM, Vuma FM and Rise FM, explains the challenge for his agency for the year ahead. “Five of our stations are in their start-up phase and need to create a space for themselves in the consideration set of advertisers. Advertisers tend towards doing what they have always done in the past and focus on the established, first and second rated stations in a market. We know that we have to maintain unwavering faith and that we can and will prevail in the end, regardless of the difficulties that are involved in breaking the hegemony of a long established order.” United Stations is competing for market share against stations that are considered "banker stations", he says. “For now, our stations require a harder, more proactive sales approach and specific and unique expertise and strategies. Our approach is to feed off of the amazing passion that is energising our stations, mix that with a lot of sales discipline and a fair measure of entrepreneurship to create the momentum we need.” What would Bunce change about the industry? He would like to keep the industry leaders committed to building a powerful strategy for radio, built around a clear value proposition for their customers. He also believes that sales forces need to be empowered to respond to customers’ needs better than any other medium. He concludes, “Too many of our most talented leaders are focused on corporate issues. They need to recommit to making the radio environment more challenging, satisfying and fun. We need to hold onto our most talented people, and find more.” Malani van Huyssteen Eugene Zwane


the media radio annual digital
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