The Power of Regional Radio
Lizette Anderson, Coastal Radio Sales Director, Mediamark
The biggest impact of regional radio by far, is the connection a regional radio is able to make with its listeners. It addresses its audience in their own milieu where they identify with things happening around them – such as weather conditions, traffic situations, a community fundraiser or highlights of their favourite sports teams. The news is up-to-the-minute, in and about their own region, it’s local and it’s personal. Radio is known as a close friend in whose company you feel comfortable, which means brands can maximise campaigns in a trusted environment.
Regional radio enhances the relationship with its audience further through social media and the Internet, where more and more personal interaction is taking place. Listeners are encouraged to share their opinions through voting polls, by tweeting or by liking something on the station’s Facebook page. In turn, the station gets real-time feedback from its digitally connected consumers who indicate whether they would buy an item or how they feel about a brand.
The combination of radio and digital elements such as the station’s own interactive website or Twitter/Facebook pages has become a driving force for increasing radio revenue. Stats have also proved that radio experienced a gain in market share in 2012 and the first half of 2013. A multichannel approach with an interactive regional radio audience offers the advertiser more value for their money
The sense of “we are a community” allows regional radio stations to reach and penetrate audiences in a friendly and non-intrusive manner, allowing advertisers to benefit from the audiences’ higher ‘time spent listening’.
Content is rich and developed exclusively to suit each region. Programmes are geared towards its consumers’ lifestyles and interests. Demographic and psychographic information about a particular target audience, enhances an advertiser’s ability to reach receptive audiences effortlessly.
Regional radio stations deliver hot-off-the-press news and pulls communities together very quickly in times of hardship or natural disasters. During such times, advertisers can play a role to help the communities through their social responsibility budgets or to act as drop-off points for food or blankets.
Regional radio has the ability to make people laugh and cry but mostly to be part of something, a sense of belonging which makes it an ideal advertising platform.
Mediamark is South Africa’s leading media sales house helping brands drive the maximum value for their advertising spending. Mediamark has grown into an integrated, multichannel organisation representing a range of leading broadcast and online media brands. Mediamark launched an events division in 2013 which gives advertisers greater exposure through on air, online and on the ground activations. In conjunction with its creative division, Mediamark works closely with advertisers to find the best solution for their campaigns.
Mediamark Radio represents brands such as Jacaranda FM and POWER 98.7 in greater Gauteng, East Coast Radio and Gagasi FM in KZN, Cape Town’s Heart 10.9 FM and Smile 90.4FM and Capricorn FM in Limpopo.
Mediamark Digital represents one of South Africa’s largest websites Howzit MSN and Skype in partnership with sister company Kagiso Media as well as the official websites for most of its radio partners.