Wednesday, January 30, 2013

Making a (strong) case for campus radio

Ten years ago, placing an advert on campus radio was a gamble – there was no guarantee that student presenters wouldn’t garble your live read or remember to air your advert. Today, campus radio presents an entirely different picture. Modelled on their commercial counterparts, they are professionally run and advertisers are assured of effective results.

“There are a number of reasons for the evolution of the industry. The playing field has become increasingly competitive with every campus station fighting to get there first, do it best and offer something unique to their listeners. Moreover, commercial radio stations are starting to use campus radio as a resource to find new presenters, often poaching the top student presenters for themselves. Of course, this is a great motivational factor for the presenters to be as slick and professional as possible. Today’s campus stations are run as profitable businesses.

Student radio essentially falls into the category of community radio – radio stations that are driven by the loyalty of their listeners. And while campus radio was initially designed to unite university students, enrich their experience of campus life and provide them with a voice, today the listenership of these stations has extended beyond campus to the general public.

So what does this mean for advertisers? Advertising on commercial radio stations is expensive but campus radio stations provide a more affordable option that can work just as effectively, giving advertisers more bang for their buck.

(Source : The Media Online, South Africa)

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