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)
No comments:
Post a Comment