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Is streaming

killing the

radio star?

Radio is still a highly relevant platform and is holding firm as a medium of choice despite the popularity of YouTube, Spotify and other streaming media. Radio may have been around forever, but it is authentic, spontaneous and still loved by listeners for its unique offering and longevity, thus making it an ideal option to include in communications strategies.

There are some intrinsic differences between radio and live streaming, and the differences must be taken into account when planning a campaign. The table below is a round-up of both mediums’ engagement, audiences, reach, amongst others, and clearly shows how radio continues to offer significant benefits to marketers.

is radio still 1
Factor
Broadcasting
Streaming
Audience
Established, stable
Newer, often younger
Editing
Not edited, spontaneous, authentic
Podcasts pre-recorded, edited, scripted
Engagement
Mass appeal, engaging (talk shows, call-ins, live broadcasts)
Multi-channel, engaging
Feasibility
Expensive equipment
Cheaper production
Regulations
Greater
Fewer
Scheduling
Schedule driven, live
Flexible scheduling, live or pre-recorded, downloaded or streamed, often niche appeal
Timing
Instant, audience consume partial content, presenters re-introduce themselves
Audience listens to entire podcast
table image

The power of radio

Audio listening trends constantly change. The Guardian reports that while podcasts may be a looming threat to radio, to date it has mainly been used as a substitute for listening to collections and CDs.
Listeners tuning into their favourite stations do so for the same reasons they always have:

Companionship

(driving to work/home, spending time alone)

Human connection

(particularly during lockdown/quarantine)

New songs and information

New songs and information about music and artists

News

News and public announcements

Information

Informative talk shows

Emotion

A sense of nostalgia

Radio in South Africa

Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:

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Clearly, radio has the power to target specific groups and demographics with relevant music, talk shows, news, advertisements and public announcements. Good examples are UJFM (packaged for students of the University of Johannesburg), ClassicFM (for classic-music-lovers and in-depth news reporting), Hot 91.9 (for those who love old-school and R&B music), and many others. This proves how radio gives marketing and communications agencies a golden opportunity to get their message across to broad as well as niche audiences.

Radio in South Africa

Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:

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The power of community radio

Community radio is the least threatened by streaming due to technological barriers, and remains extremely popular with listeners who are often overlooked by other media.

Media Update explains that community radio is fundamentally important because it reaches disadvantaged, grassroots communities, giving them a voice to share views and solve problems meaningfully.

Effective Communications strategies

Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.

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mobile header tt19 1

Is streaming

killing the

radio star?

Radio is still a highly relevant platform and is holding firm as a medium of choice despite the popularity of YouTube, Spotify and other streaming media. Radio may have been around forever, but it is authentic, spontaneous and still loved by listeners for its unique offering and longevity, thus making it an ideal option to include in communications strategies.

There are some intrinsic differences between radio and live streaming, and the differences must be taken into account when planning a campaign. The table below is a round-up of both mediums’ engagement, audiences, reach, amongst others, and clearly shows how radio continues to offer significant benefits to marketers.

Factor
Broadcasting
Streaming
Audience
Established, stable
Newer, often younger
Editing
Not edited, spontaneous, authentic
Podcasts pre-recorded, edited, scripted
Engagement
Mass appeal, engaging (talk shows, call-ins, live broadcasts)
Multi-channel, engaging
Feasibility
Expensive equipment
Cheaper production
Regulations
Greater
Fewer
Scheduling
Schedule driven, live
Flexible scheduling, live or pre-recorded, downloaded or streamed, often niche appeal
Timing
Instant, audience consume partial content, presenters re-introduce themselves
Audience listens to entire podcast

The power of radio

Audio listening trends constantly change. The Guardian reports that while podcasts may be a looming threat to radio, to date it has mainly been used as a substitute for listening to collections and CDs.
Listeners tuning into their favourite stations do so for the same reasons they always have:

Companionship

(driving to work/home, spending time alone)

Human connection

(particularly during lockdown/quarantine)

New songs and information

New songs and information about music and artists

News

News and public announcements

Information

Informative talk shows

Emotion

A sense of nostalgia

Radio in South Africa

Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:

ukhozi

7.6 million
Zulu listeners

umhlobo

6 million
Xhosa listeners

metro

4.3 million
Listeners

radio staions

follow on the heels of the frontrunners

Clearly, radio has the power to target specific groups and demographics with relevant music, talk shows, news, advertisements and public announcements. Good examples are UJFM (packaged for students of the University of Johannesburg), ClassicFM (for classic-music-lovers and in-depth news reporting), Hot 91.9 (for those who love old-school and R&B music), and many others. This proves how radio gives marketing and communications agencies a golden opportunity to get their message across to broad as well as niche audiences.

Radio in South Africa

Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:

How many hours a day do you listen to the radio on average by Geo-Type
Content listened to?
Where do you listen to radio?
How many hours a day do you listen to radio on average

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The power of community radio

Community radio is the least threatened by streaming due to technological barriers, and remains extremely popular with listeners who are often overlooked by other media.

Media Update explains that community radio is fundamentally important because it reaches disadvantaged, grassroots communities, giving them a voice to share views and solve problems meaningfully.

Effective Communications strategies
Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.

Effective Communications strategies

Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.

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Looking for a communications partner to help you identify the right channel mix? Send an email to info@eclipsecomms.com and one of our experts will be in touch.

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Reputation Management

Crisis avoidance and speed of response form the backbone of our crisis communications offering. Our decisive, experienced senior team ensure that a brand’s reputation is always protected.

  • Consulting
  • Issues and crisis communications frameworks
  • Messaging matrix
  • Creation of response banks
  • Media training
  • Stakeholder mapping
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Digital Media

Our digital media team creates out of the box, innovative strategies and plans, delivering on our clients’ objectives through personalised content and messaging, the right channel matrix, SEO and paid media plans that reach new audience and creating engagements that matter.

  • Digital strategy and implementation
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With media and influencers at the heart of our agency, we have built solid relationships that ensure our clients receive credible and targeted exposure, across print, online and broadcast media.

  • Media audits
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  • Measurement and reporting
  • Agenda surfing
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Our dedicated events team conceptualise and execute events of any scale. Eventing in the age of our new norm means that our experience ranges across physical, virtual and hybrid events.

  • Event conceptualisation, planning and execution
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Our team of ex-journalists, content creators and proofreaders are experts in creating and positioning the right content to the right audiences. Bolting on a team of creatives, we have the ability to create omni-channel, creative strategies to further this reach.

  • Writing (media releases, thought leadership, white papers, reports, speeches)
  • Copy editing & proofreading
  • Corporate identity
  • Advertising
  • Print & digital
  • Newsletters (HTML, mobile, PDF)
  • Layout & design
  • Videography and photography
  • Animation
  • Motion graphics
  • Social media design
  • Website development

Public Relations & Communications

We develop and execute robust omni-channel communications strategies to drive credible conversations that resonate with desired target audiences across Arts & Entertainment, Consumer & Lifestyle and Corporate clients and industries.

  • Omni-channel communications strategies
  • PR plans and execution
  • Account management
  • Data & Insights
  • Research and planning
  • Conceptualisation
  • Agenda surfing
  • Media and influencer relations
  • Stakeholder relations
  • Internal communications