Radio: does it pack a media punch?
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This document summarizes a breakfast debate on media buying in a modern economy. The following key points were discussed: 1) Media owners have become more sensible in their spending following large sporting events that drew away advertising money in previous years. Marketers will need to find new ways to capture consumer attention. 2) Digital and traditional media should leverage each other, though digital is still seen as scary by some clients. Measurability is a benefit of digital. 3) Campaigns need to have all messages encapsulated across ATL and digital platforms to truly be integrated. Pricing and commission structures for media also need to be rethought. 4) The focus going forward should be on
![Media @ work
RADIO: does it pack a media punch?
W
ith the goal to encourage excellence in radio and ensure platforms and events. Patterson agreed, saying clients also want
it remains the first choice for marketers, the third annual more holistic solutions. Johnston added that this comes down to
MTN Radio Awards was launched at a breakfast debate understanding the consumers headspace and said radio sales people
in Sandton. need to lead marketers in the right direction. She feels community radio
Kagiso Medias Omar Essack believes the personal medium is in falls down on this, but Jacques countered that community stations are
a good space, especially in Africa where it has significant reach. working on improving. Community radio is also able to take more risks
Starcom Mediavests Gordon Patterson pointed out the decline in and bend to suit clients and the audience.
average number of minutes spent listening as there is increasing Patterson pointed out that community stations need to promote their
fragmentation. The SABCs Yvonne Johnston said this is a reflection innovation. He stated that radio stations no longer sell; they simply take
of the media space; with consumers wanting it on their own terms, orders from marketers rather than coming up with solutions. Till attributes
personalisation and engagement are key. However, it is for this reason this to a lack of understanding. Johnston suggested that to improve this,
she feels radio will continue to grow. it shouldnt be down to the sales team, but also to station managers and
While commercial and PBS radio is growing, The Media Connections presenters to find the best solutions as long as marketers are willing to
Rachelle Jacques feels that community radio remains underused. This come to the party, said Essack.
is due to lack of research, meaning marketers dont understand that Patterson concluded that radio stations need to be more involved and
despite the smaller numbers, community radio is effective because it relevant, with Till reiterating radios scope for connecting with people
is targeted and boasts a loyal audience. in a unique space. Jacques feels that measurability is essential and
Patterson pointed out that it is essential to create attention-grabbing Johnston emphasised the need to understand the consumer and deliver
programming because consumers are loyal to programmes, not the goods. Essack summed it up by saying that the industry needs to
stations. Marketers need to do more research to understand the reinvent itself and take itself seriously.
platform now, because existing research is archaic, added Primedia
Broadcastings Ryan Till. BY KERRYN LE CORDEUR
Essack suggested that to hold consumers attention, marketers should
make use of convergence opportunities, such as radio stations web
JOURNAL BREAKFAST DEBATE:
Media buying in a modern economy
G
ordon Muller (GSM ongoing integrated output, while Liphoko believes that with digital we
Quadrant) warned that dont know where the conversation begins and ends - the consumer
media owners have needs to have their say. Johnston states that there is that lunatic fringe of
become more sensible in their people who are going to attack your brand, but that through appropriate
spending. Donald Liphoko, control of social media and proper engagement there is nothing better
(The MediaShop) explained than turning someone who was negative about the brand into someone
why: We have had two very who is positive.
strange years. The FIFA and Pricing and commission structures were raised and all panellists agreed
Rugby World Cups sucked the that something needed to be done, a shock to the system being
GORDON MULLER, YVONNE JOHNSTON
cash we would have normally required. According to Johnston, weve gone into victim mode; we
AND DAVE THOMAS
put into traditional media I dont respect the value of the offerings we are delivering a major
look forward to next year. We are going to have to think of different ways to rethink in terms of how we charge for our time and our expertise would
capture the attention of consumers. change the industry.
Jennifer Grace (Native) said that digital and traditional should leverage Last words? Johnston: We have moved from a monologue to a dialogue
off each other. Clients find digital scary but the reality is that it is where the consumer makes the choice. Liphoko: We should learn,
measurable. Muller suggested that as consumers we dont know how share and build each others knowledge about the consumer. Muller:
to make money out of digital, not that we dont understand it. Yvonne Every media decision should be logically defensible - 35 years ago we
Johnston (SABC) urged that ATL and digital campaigns work together - were worried about where we could interact; now we are worried about
every single message in a campaign should be encapsulated and clear. how, and Grace: Lots of elements to consider service, ROI, target
When pushed to think of a well-integrated South African campaign, market what are they doing and why?
there was silence. Grace said, We are doing it to a certain degree
the problem lies in that people separate TV, outdoor, digital, etc. Muller
thought it was no longer about an integrated campaign, but about an BY SABRINA SCHERF
24 [ the Journal ] J](https://image.slidesharecdn.com/journaldec-jan24-120201075023-phpapp02/85/Radio-does-it-pack-a-media-punch-1-320.jpg)
Radio: does it pack a media punch?
- 1. Media @ work RADIO: does it pack a media punch? W ith the goal to encourage excellence in radio and ensure platforms and events. Patterson agreed, saying clients also want it remains the first choice for marketers, the third annual more holistic solutions. Johnston added that this comes down to MTN Radio Awards was launched at a breakfast debate understanding the consumers headspace and said radio sales people in Sandton. need to lead marketers in the right direction. She feels community radio Kagiso Medias Omar Essack believes the personal medium is in falls down on this, but Jacques countered that community stations are a good space, especially in Africa where it has significant reach. working on improving. Community radio is also able to take more risks Starcom Mediavests Gordon Patterson pointed out the decline in and bend to suit clients and the audience. average number of minutes spent listening as there is increasing Patterson pointed out that community stations need to promote their fragmentation. The SABCs Yvonne Johnston said this is a reflection innovation. He stated that radio stations no longer sell; they simply take of the media space; with consumers wanting it on their own terms, orders from marketers rather than coming up with solutions. Till attributes personalisation and engagement are key. However, it is for this reason this to a lack of understanding. Johnston suggested that to improve this, she feels radio will continue to grow. it shouldnt be down to the sales team, but also to station managers and While commercial and PBS radio is growing, The Media Connections presenters to find the best solutions as long as marketers are willing to Rachelle Jacques feels that community radio remains underused. This come to the party, said Essack. is due to lack of research, meaning marketers dont understand that Patterson concluded that radio stations need to be more involved and despite the smaller numbers, community radio is effective because it relevant, with Till reiterating radios scope for connecting with people is targeted and boasts a loyal audience. in a unique space. Jacques feels that measurability is essential and Patterson pointed out that it is essential to create attention-grabbing Johnston emphasised the need to understand the consumer and deliver programming because consumers are loyal to programmes, not the goods. Essack summed it up by saying that the industry needs to stations. Marketers need to do more research to understand the reinvent itself and take itself seriously. platform now, because existing research is archaic, added Primedia Broadcastings Ryan Till. BY KERRYN LE CORDEUR Essack suggested that to hold consumers attention, marketers should make use of convergence opportunities, such as radio stations web JOURNAL BREAKFAST DEBATE: Media buying in a modern economy G ordon Muller (GSM ongoing integrated output, while Liphoko believes that with digital we Quadrant) warned that dont know where the conversation begins and ends - the consumer media owners have needs to have their say. Johnston states that there is that lunatic fringe of become more sensible in their people who are going to attack your brand, but that through appropriate spending. Donald Liphoko, control of social media and proper engagement there is nothing better (The MediaShop) explained than turning someone who was negative about the brand into someone why: We have had two very who is positive. strange years. The FIFA and Pricing and commission structures were raised and all panellists agreed Rugby World Cups sucked the that something needed to be done, a shock to the system being GORDON MULLER, YVONNE JOHNSTON cash we would have normally required. According to Johnston, weve gone into victim mode; we AND DAVE THOMAS put into traditional media I dont respect the value of the offerings we are delivering a major look forward to next year. We are going to have to think of different ways to rethink in terms of how we charge for our time and our expertise would capture the attention of consumers. change the industry. Jennifer Grace (Native) said that digital and traditional should leverage Last words? Johnston: We have moved from a monologue to a dialogue off each other. Clients find digital scary but the reality is that it is where the consumer makes the choice. Liphoko: We should learn, measurable. Muller suggested that as consumers we dont know how share and build each others knowledge about the consumer. Muller: to make money out of digital, not that we dont understand it. Yvonne Every media decision should be logically defensible - 35 years ago we Johnston (SABC) urged that ATL and digital campaigns work together - were worried about where we could interact; now we are worried about every single message in a campaign should be encapsulated and clear. how, and Grace: Lots of elements to consider service, ROI, target When pushed to think of a well-integrated South African campaign, market what are they doing and why? there was silence. Grace said, We are doing it to a certain degree the problem lies in that people separate TV, outdoor, digital, etc. Muller thought it was no longer about an integrated campaign, but about an BY SABRINA SCHERF 24 [ the Journal ] J