THE MEDIA: Radio riding the waves of connectivity

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ISSUE 193 NOVEMBER 2023

INDEPENDENT INDUSTRY INTELLIGENCE

Martin Bester Tshepang Moji

Roger Goode

Robert Marawa

Jodell Tantij Tara Penny

Charonike Nel Carl Wastie Anele Mdoda

telkom radio awards

Selby ‘Selbeyonce’ Mkhize

waves of connectivity

F ROM T H E E D I T O R

W

ith the Telkom Radio Awards being the final major mediarelated event of 2023, it’s no wonder the latest issue of The Media is an ode to all things audio.

To begin with, isn’t this good news? The Telkom Radio Awards. With a three-year naming sponsorship deal inked, South Africa’s biggest audio awards show is being given the financial support it deserves.

We find out more about why the telco giant has thrown it’s not inconsiderable weight behind the awards a little later in this issue in our chat with chief marketing officer, Gugu Mthembu.

Of course, there’s more media news in our last issue of 2023 too; like: how to get ahead on Amazon as the global giant prepares to launch amazon. co.za next year. Be warned: it’s complicated. Getting brands on the platform is not like selling granny’s Royal Doulton tea set on eBay, that’s for sure.

What’s reassuring is that one of Amazon’s most successful marketing agencies, RT7, is South African. So, we do have expertise on the other side of an urgent email.

With this being our last issue of the year (look out for The Media Yearbook 2024 early next year), it is an appropriate time to look at what media professionals believe are the hottest trends for 2024.

We’ve taken a deep dive into Clockwork Media’s white paper on marketing trends for 2024, and asked four top radio sales agencies to give their input on the outlook for digital audio in 2024. Diverse and interesting perspectives are the result, and well worth the read for agencies looking to explore this exciting space. Podcasting is growing up, and there’s exciting news in that space too.

Back to the Telkom Radio Awards. By the time you’re reading this, the winners have been announced and the after-party has started.

Congratulations to the winners, and to the Arena Events team who pulled off another spectacular event.

Festive greetings and happy holidays to all! It’s been one hell of a year.

Postal Address: PO Box 1746 Saxonwold, Johannesburg 2193 Telephone: +27 11 280 3000

EDITORIAL Editor: Glenda Nevill glenda.nevill@cybersmart.co.za Content Manager: Raina Julies rainaj@picasso.co.za Sub-Editor: Lucinda Jordaan Content Co-ordinator: Natasha Maneveldt Contributors: Mark Botha, Tanya Davis, Candy Dempers, Paulo Dias, Caroline Hillary, Louise Jerling, Sinethemba Masiku, Lwazi Mpofu, Thule Ngcese, Taryn Westoby

DESIGN Head of Design: Jayne Macé-Ferguson Project Designer: Anja Hagenbuch Advert Designer: Bulelwa Sotashe Cover Images: Supplied

SALES Sales Manager: Tarin-Lee Watts twatts@themediaonline.co.za +27 79 504 7729

PRODUCTION Production Editor: Shamiela Brenner Advertising Co-ordinator: Johan Labuschagne

MANAGEMENT General Manager, Magazines: Jocelyne Bayer Copyright: The Media No portion of this magazine may be reproduced in any form without written consent of the publisher. The publisher is not responsible for unsolicited material. The Media is published by Arena Holdings. The opinions expressed are not necessarily those of Arena Holdings. All advertisements/ advertorials have been paid for and therefore do not carry any endorsement by the publisher.

ON THE COVER Bottom row from left: Anele Mdoda (947), Carl Wastie (KFM 94.5), Selby ‘Selbeyonce’ Mkhize (Ukhozi FM) Middle row from left: Roger Goode (5FM), Charonike Nel (GrootFM 90.5), Jodell Tantij (TUKS FM 107.2), Tara Penny (HOT 102.7 FM) Back row from left: Tshepang Moji (TUKS FM 107.2), Martin Bester (Jacaranda FM), Robert Marawa (947)

The Media.

Got to love it.

Glenda

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PUBLISHED BY Arena Holdings (Pty) Ltd Hill on Empire, 16 Empire Road (cnr Hillside Road), Parktown, Johannesburg, 2193

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ON THE RECORD...

INDEPENDENT INDUSTRY INTELLIGENCE

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CONTENTS 02 ON THE RECORD Letter from the editor

05 WHAT YOU REALLY NEED TO KNOW FOR 2024 A cookie-less future. The decline of Facebook. An all-out AI panic.

CAROLINE HILLARY on Clockwork Media’s white paper.

08 CRAFTY UNDERDOGS Boomtown creatives THULE NGCESE and SINETHEMBA MASIKU on their epic Campaign Craft Gold Loeries win.

14 KNOWLEDGE WAS MY ARMOUR

LWAZI MPOFU shares the challenges, motivations and triumphs that have defined his path to becoming a station manager.

18 LISTEN UP TANYA DAVIS, CANDY DEMPERS, MARK BOTHA and PAULO DIAS delivers insights into digital audio trends for 2024.

24 ALL GROWN UP There’s a new guild in town – for independent podcasters.

GLENDA NEVILL finds out more about the South African Podcasters Guild.

26 DEMYSTIFYING AMAZON RT7 have mastered the complex art of selling on Amazon for a decade. Now the South African agency is at the ready for amazon.co.za, writes GLENDA NEVILL.

28 SHOUT OUT TO RADIO TALENT Arena Events’ TARYN WESTOBY celebrates the voices contributing to the power of the Telkom Radio Awards.

29 WAVES OF CONNECTION Telkom’s Gugu Mthembu tells GLENDA NEVILL why South Africa’s telecoms giant has thrown its weight behind the Telkom Radio Awards.

12 NO AD BLOCKS HERE

31 AND THE WINNERS ARE

Using in-content advertising, brands have become an integral part of widely-watched TV programmes, writes LOUISE JERLING.

At last, the results we’ve all been waiting for: all the winners in the 2024 Telkom Radio Awards.

MAR K E TI N G TR ENDS 2024

WHAT YOU CAN’T NOT KNOW IN 2024

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cookie-less future. The decline of Facebook. An all-out AI panic.

With a little perspective, you’ll see it isn’t the rapture. It’s just Y2K … stepping up.

That’s really what this paper is about: turning what seems like apocalypse number 159 into an easy-to-navigate near future in just a few simple steps.

So take off the tin hat, pop a Xanax, and let’s get ready to do what we should have done all along: change.

THE COOKIE IS CRUMBLING – NOW WHAT?

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South African brands, renowned for their adaptability and creativity, continue to thrive despite challenges like cookie restrictions. Woolworths has pivoted to first-party data, enhancing customer interactions through loyalty programmes and app usage; Standard Bank employs contextual targeting and content-driven strategies, maintaining a strong digital presence without heavy dependence on third-party cookies.

Clockwork Media’s white paper on marketing trends 2024 reflects the upheaval in the market right now.

CAROLINE HILLARY shares an edited preview on what we need to know.

Meanwhile, Superbalist has built a brand community through social media, influencer partnerships, and user-generated content, connecting with its audience without over-relying on cookies. Each of these brands offers insights and strategies that others can adopt to meaningfully engage audiences without heavy dependence on third-party cookies.

To future-proof digital advertising, a multi-faceted approach is essential.

Brands should prioritise collecting first-party data directly from users via sign-ups and interactions on their platforms. Contextual advertising,

EMPHASISING CREATIVE OUTPUTS WILL DRIVE PERSONALISATION WHEN TARGETING ISN’T FEASIBLE … NON-INTRUSIVE AND VALUABLE CONTENT CAN PERSUADE USERS TO DISABLE AD BLOCKERS. themediaonline.co.za

which aligns ads with content context rather than individual user data, can ensure relevance without infringing on privacy.

It’s crucial to adopt transparent data practices and focus on user consent, building trust and staying compliant with regulations. Emphasising creative outputs will drive personalisation when targeting isn’t feasible. Crafting non-intrusive and valuable content can persuade users to disable ad blockers.

AI AND THE FUTURE OF MARKETING Ever since James Cameron warned us about the robot uprising in his 1984 action hit The Terminator, people have been on the lookout for the signs. But no one could have imagined that the real revolution would be quite so… weird.

It’s tough to tell whether AI is coming for our jobs or creating entirely new ones.

2023 has been the year of AI in business. Over the past year, marketers have leapt at the opportunities presented by the rapid release of AI tools, and are already reaping the rewards.

The great thing about AI – in 2023 and beyond – is its accessibility. Many agencies, Clockwork included, are quickly spinning up concepts with Midjourney, getting copy ideas from ChatGPT, and processing natural language with Whisper.

In 2024, we’re expecting to see some THE MEDIA I 5

MAR KE T I N G T RE N DS 2 0 2 4

WE’RE IN THE ‘CONTENT CREATOR’ ERA ‘Content creator’ seems like another one of those jobs Gen Z made up so they could afford to buy houses – but you’d be wrong, Boomer. Search for ‘The Rise of the Content Creator’ and you’ll be faced with a million results, highlighting the vast discussion on this topic. Yet, there’s still ambiguity surrounding ‘content creator’ marketing – and here’s what’s good to know…

Two key elements propelled the content creator’s ascendancy: 1) Platforms… prioritise individuals Marketers keeping up with platform tweaks will note that updates often empower creators, offering monetisation tools.

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CULTURE INFLUENCES COMMUNITIES, WHICH THEN SHAPE CONTENT CREATORS. CONVERSELY, THESE CREATORS AFFECT THEIR COMMUNITIES, MOULDING WHAT BECOMES CULTURALLY RELEVANT. CLEARLY, THE FUTURE OF INFLUENCE IS NICHE AND TRIBAL. 2) Personal… recommendations remain crucial: Data from market researcher GWI suggests word-of-mouth remains dominant for brand discovery. With the evolution of social media, followers often see creators as quasi-friends.

Brands exploit this bond to enhance social media advertising efficacy.

Culture influences communities, which then shape content creators. Conversely, these creators affect their communities, moulding what becomes culturally relevant. Clearly, the future of influence is niche and tribal.

For brands, this means identifying their communities and adjusting messaging to align with their chosen content creators.

It’s crucial to partner with the right creator, as a mismatch can harm a brand’s reputation. What works for a gaming brand might misfire for one selling printers.

• The community that aligns with the brand’s proposition, offering, and niche.

• Expectations from content creators in terms of creativity and credibility.

• Community preferences, like platforms they use and their content inclinations • The types of influencers within these communities: nano influencers for niche segments or celebrity influencers for wider audiences

THE FUTURE OF SEARCH: ZERO CLICKS, SOCIAL SEARCH – AND AI Search has always been about one thing and one thing only: answers. But what happens when the search engine decides to save your click? No one visits your website, which means no one sees your ads. Without ads, how will consumers know what to buy? Truly, the next epidemic. What can brands do to thrive? themediaonline.co.za

Here’s what to consider.

• Invest in optimising your content to appear in featured snippets.

• Create concise, valuable answers to frequently asked questions in your niche.

• As voice search plays a significant role in zero-click searches, focus on conversational keywords and long-tail phrases to cater to voice search queries • Implement structured data markup on your website to increase the chances of being featured in rich snippets and knowledge panels.

• Develop comprehensive, authoritative content that complements the information available in featured snippets.

• Encourage users to explore further by clicking through.

• Incorporate various content formats – videos, infographics, and interactive content – to diversify your offerings and capture user attention.

• Consider paid advertising strategies like Google Ads to maintain visibility on the SERP, even in the absence of organic clicks.

PLATFORM CHANGES IN 2024: A FUTURE VIEW Choosing where to invest your ad spend is no longer about knowing where to find the most relevant audience, but recognising the least risky platform.

After all, no one wants their shampoo ad showing up next to Andrew Tate.

The fast-paced changes in the social media landscape have been challenging for marketers. In 2023 alone, Threads debuted, and Twitter unexpectedly rebranded to X. Marketers found themselves grappling with daily operational issues, from ensuring Twitter’s API connections remained intact to deciding on the best avenues for their social advertising budgets.

As we approach 2024, these challenges are poised to continue, given the ongoing shifts in both social platform capabilities and user behaviour.

Pundits describe the future of social media as ‘less social and more media’.

The landscape is transforming due to evolving audience behaviours.

Caroline Hillary is marketing manager of Clockwork Media. Insights provided by Clockwork Media’s Amanda Hoosen, Bryan Turner, Daniela Riquelme-Morales Thomas, and Daniela White.

IMAGE: IMAGE BY RAWPIXEL.COM ON FREEPIK

brilliant trends and innovations emerge that can help save marketers time and keep us on meaningful workflows.

Before the rise of AI, chatbots dominated, acting as basic programmes mimicking human conversation. Introduced in the early 2010s, many users found these early chatbots frustrating.

But AI in marketing has much more to offer. With enhanced data collection, we can now accurately identify customer cohorts, allowing for more precise and specialised marketing. While traditionally cohorts were mainly defined by gender and age, these parameters don’t always depict a customer’s actual desires.

Previously, tools like Facebook Ad Manager were used for cohort identification.

Now, in-house neural networks can analyse our existing data, enabling AI-driven cohorts to deduce customer preferences more effectively. For instance, dog owners and horse owners have distinctly different needs.

As our insights into consumer behaviour refine, we can better match offerings to the right consumers, all while adhering to POPIA/GDPR regulations.

Ideation can face challenges, especially with potential biases in both small and large teams. AI has enhanced the ideation process in 2023 and looks promising for 2024. While AI-driven concept generation isn’t entirely bias-free, it likely introduces fewer biases than human teams.

As we approach 2024, we foresee AI crafting initial storyboards and copy that creative teams can then refine into impactful content.

FINGERS ON THE PULSE Boomtown creatives Thule Ngcese and Sinethemba Masiku give the lowdown on crafting winning radio ads in a competitive landscape.

Thule Ngcese

F

or Boomtown, an independent agency in Gqeberha with an office in Johannesburg, winning its first Gold Loerie is a very big deal.

The agency won a Campaign Craft Gold for South African Non-English Writing for ‘Tiny Truths’, radio work for A Million Girls Foundation, a non-profit organisation that keeps a million girls across Africa in school in different ways – mostly by assisting them with products to ensure uninterrupted schooling during their menstrual cycles.

“Winning this gold is a proud moment and another milestone achievement on our mission of building a better Boom and building better brands,” says Boomtown

BRANDS NEED TO IMMERSE THEMSELVES IN THE LIVES OF THE MASS MARKET RATHER THAN JUST SPEAKING TO THEM. ~ THULE NGCESE 8 I THE MEDIA

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CEO, Glen Meier. “Not only because this campaign demonstrated the team’s mastery of our craft, but it also helped reach so many people with a vitally important message for Africa’s future.”

The campaign was conceptualised and written by creative director Thule Ngcese and crafted by him and the creative team of Sinethemba Masiku, Dini Konzi and Sukesh Moodaley.

NGCESE & MASIKU SHARE THEIR IDEAS Your first Loerie for Boomtown.

What was your reaction?

Thule Ngcese: To win craft gold in the much-contested radio category is a great achievement for us as an agency and team – and to spread the word for a great cause like A Million Girls Foundation is double the joy.

Sinethemba Masiku: It felt good being back on the stage again; winning a gold Loerie that night was special, after a tough year. What made it great for Boomtown was that we came in as the underdogs, a relatively small agency that punched above its weight in a very competitive category.

Do you think radio advertising has lost some of its creativity over the last few years? Some critics believe so…

Sinethemba Masiku: I don’t think so. I’ve heard some innovative and great pieces of work from South Africa and globally. For instance, a year ago the Fast Company recognised ‘Shwii’, an audio/radio spot for Nissan by TBWA, as one of the world’s changing ideas. And I agree, that was a brilliant piece of work.

Where do you think the craft of radio copywriting is heading?

Thule Ngcese: The craft of radio copywriting, like many other forms of advertising and communication, is evolving with changing media landscapes and

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AD VERTISING

consumer behaviours. For one, radio copywriting is increasingly integrating with digital platforms and more.

Sinethemba Masiku: In Mzansi, I think we’ve been heading in the right direction as long as I can remember. I’ve heard some well-crafted spots from various agencies, big and small. I mean, the ‘Give me strength’ by Lucozade from Ogilvy is still one of the greatest spots from its time.

Not so far back, the BBC Earth radio spot ‘Kasi Sensei’ by the Odd Number was also one of many well-crafted radio spots to hit the airwaves. With most of the radio/ audio work that’s currently out there, I truly believe we’re still moving in the right direction.

In your view, is more attention is being paid to advertising in the mother tongue?

Thule Ngcese: Brands need to immerse themselves in the lives of the mass market rather than just speaking to them.

Sinethemba Masiku: Yeah, I do think so. Brands understand that to attract more consumers they need to be relatable, hence brands in South Africa are intentionally amplifying their efforts to create work that resonates with their targeted audience.

What more could be done?

Sinethemba Masiku: Brands could add a little bit more to their budgets to give creatives greater leeway to explore more as they seek to create the type of work that needs to be done. They could trust a little more in their agencies. And agencies must open up the industry to more young black creatives, and try by all means to stop asking black creatives to ‘blackify’ work that doesn’t serve the targeted audience.

Take us through the process of writing your award-winning ad?

Thule Ngcese: First, we developed the idea. This was followed by months of writing the ads in various styles we could think of. Simultaneously, I was exploring different sounds to build our story around, while teaching myself programmes like Audition to record some reference radio ads. That process took quite a while.

Once we had something for our client partner to listen to and provide more insights on the stories, the next step was finding the voice and recording the spots.

That, too, was a process, until I became the storyteller because writing the stories made me live in them and allowed me

to tell them. After this journey, Paul at Howard Audio had the task of bringing the stories to life through sound design, voice direction and more. I believe they did an awesome job.

Sinethemba Masiku: For me on these spots, it was all about finding the best possible way to tell the story without losing its truth. Oh, and a lot of script edits took place in the making of the radio ads; if am not mistaken, we had like 10 edits on each script. I won’t lie, it got frustrating at some point, but became fun along the process thanks to the amazing team of Dinilesizwe, Sukesh, Duduzile and our wonderful leader, Thule.

What is your favourite radio ad and why?

Thule Ngcese: I wouldn’t say I have a favourite radio ad because there are so many great radio ads that have been told.

Sinethemba Masiku: There’s so many brilliant radio ads out there that are my favs, some are golden oldies, while others are fairly fresh.

I’ve mentioned my Top thee favourites earlier on…

‘Give me strength for Lucozade’ is great; I love how it’s written, using a style that many associate with motivational speaking to talk to how the product can keep you going.

And then ‘Shwiii’ for Nissan: besides the craft on it, I really admire how audio/radio was taken to the next level on this campaign.

‘Kasi Sensei’ for BBC Earth;

obviously, it is a favourite. The spot steered my career towards the right direction. Then there was this Flying Fish spot, ‘Uya swimmer’. It gave me a good laugh every time I was stuck in traffic.

And ‘Sthuthu’ for Nando’s; love the sound design. The bonus one of course is ‘Tiny Truths’, as the spot highlighted a huge hurdle many girls across Mzansi face that is deemed small by those who don’t experience it, and the sound design was beautiful, thanks to Howard studios.

Any other insights to share?

Thule Ngcese: South Africa has many stories to tell. Let’s tell them in our own, unique way.

Sinethemba Masiku: Just believe in better.

Sinethemba Masiku

IN MZANSI, I THINK WE’VE BEEN HEADING IN THE RIGHT DIRECTION AS LONG AS I CAN REMEMBER. I’VE HEARD SOME WELL-CRAFTED SPOTS FROM VARIOUS AGENCIES, BIG AND SMALL. ~ SINETHEMBA MASIKU themediaonline.co.za

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PARTNE R C O N T E N T

Could adopting some of what digital does well significantly grow radio’s ad spend? JOHN WALLS thinks so.

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he Netflix series, The Playlist tells the story of the birth and rapid ascent of Spotify. This company disrupted the global music industry by completely changing how music is distributed. It was a time of chaos for established music publishers who feared it would destroy the concept of copyright and end their businesses.

Twenty years later, that’s not quite how it worked out for the big music companies. Digital distribution has proven to be the most positive development they could have envisaged. Last year, Spotify, just one of many streaming services, paid out $40-billion to music companies – 70% of Spotify’s entire revenue.

EMBRACING THE LESSONS FOR RADIO The parallels for the South African radio industry are obvious. Yes, digital advertising threatens to reduce the spot rates radio can command. But what if by adopting some of the things digital does well, radio could significantly grow its share of total ad spend? Perhaps, by embracing the lessons digital advertising can teach us, we can ensure that radio becomes a growth medium that, in 20 years, will be in its prime.

For example, what about making radio simple to buy by creating platforms and tools that aggregate the buy across the entire range of stations? Or developing tools that allow radio advertising to be measured as accurately as digital is (the software exists)? And, most relevant, what if radio could become price-competitive with digital by selling using the same value metrics that digital employs?

Becoming price-competitive with digital does not mean reducing spot rates for radio stations. Instead, it entails shifting from a ‘discount’ approach to an ‘audience’ approach. The focus should be on cost-per-thousand (CPT/ CPM) as the primary value metric rather than negotiating discounts based on committed spend.

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John Walls

IF WE’RE SERIOUS ABOUT GETTING DIGITAL AND TV-HEAVY SPENDERS TO TRY RADIO, WE MUST USE THE SAME METRICS THEY USE WITH THOSE CHANNELS While a discount approach may initially appear impressive, it cannot deliver the value an audience-based approach does. A discount buy often results in disproportionate distribution of an advertiser’s spend, based on the size of the discounts received from the different media owners. Conversely, the audience buy ensures your ad spend follows your target market proportionately.

The opportunity for radio is to target those brands that don’t spend on radio.

The brands that put nearly everything into digital and TV to build reach based on the most effective CPT. This is how digital, and, to a growing extent, TV, is bought in South Africa. It’s also how radio is bought in every developed market. Advertisers want to compare apples with apples. If we’re serious about getting digital and TV-heavy themediaonline.co.za

spenders to try radio, we must use the same metrics they use with those channels.

Radio in South Africa is very competitive with digital and TV on a CPT basis when aggregated across multiple stations and time channels. In our experience, aggregated radio packages have delivered CPT rates as low as R25 in the mass market and R61 in the upper end.

Traditional radio planning that relies on assumptions and negotiated discounts often comes in significantly higher. A digital advertiser will mostly measure performance through a reach and CPT lens, so let’s talk their language.

There is room for radio stations to highlight the power of their brands, presenters and engagement with listeners. Selling the radio environment and brand fit remains important, especially for non-traditional or promotional campaigns. The live interaction and the influence of presenters in delivering messages are crucial. However, advertisers who invest in non-traditional radio campaigns are usually already convinced of radio’s effectiveness.

My argument for adopting the CPT/ audience-buy approach is directed at advertisers trying to build reach, through 30” spots, irrespective of where they find that reach. Critically, it is aimed at advertisers already getting exactly that on digital.

So, let’s sell by focusing on the personal, intimate and impactful qualities radio has always delivered. But let’s build by competing head-on with digital and adopting the best of how they do it.

Radio in South Africa delivers massive reach and, when packaged and planned efficiently, delivers an exceptionally competitive CPT. This is sponsored content.

John Walls is a radio expert with over 30 years’ experience and co-owner and director of Ultimate Media, the leading independent radio and audio advertising specialist agency.

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RADIO SHOULD LEARN FROM ‘THE ENEMY’ TO GROW ITS SHARE OF THE AD SPEND PIE

A G G REGATED AUDI EN CE RAD IO PAC KAGES O u r Radio Pa ck a ges a r e de si gne d for th e cli e nt wh o re qu ires s ig nific an t r ea ch a t a co m pe ti ti ve CPT and th e conve ni enc e o f ha v i n g o n e p o i nt of contact wh o doe s i t all.

“Not only did these audience packages deliver impressive reach but they also generated sales. Whenever radio was removed from my mix, I would see a drop-off in sales.”

James Smith - KIA South Africa Marketing Manager: Retail Operations

ON PLATFORMS WITHOUT AD BREAKS, THERE’S NO MISSING ICA Advertising in today’s TV landscape is challenging for most – but one marketing strategy is breaking through the noise and showing steady, even substantial growth, says LOUISE JERLING.

M

arketers face an increasingly challenging task today in grabbing the attention of their consumers and cutting through the incessant advertising messages they encounter daily.

Consumer attention has become a scarce, valuable resource. So, how can we breakthrough the noise and seize their attention?

The solution lies in embedding brands within content that consumers have deliberately chosen to engage with.

Via in-content advertising (ICA), brands become an integral part of beloved and widely-watched TV programmes, spanning both free-to-air and pay TV channels.

This integration guarantees the viewers’ undivided attention as the ad cannot be blocked or skipped. In-content advertising stands out as an unparalleled method to maintain a consistent presence in the TV landscape, delivering exceptional audience ratings and enduring brand recall figures.

And in 2024, this will incorporate further innovative solutions, such as harnessing virtual green screen technology.

In-content advertising has experienced increasing popularity since its local inception in 2018, with a continual rise in the number of campaigns each year.

This growth attests to the effectiveness of the medium, garnering consistent support from clients who now consider it an integral part of their monthly TV advertising strategy.

AFFORDABLY EFFECTIVE Even in the face of challenges like load shedding and shrinking TV budgets, in-content advertising remains a highly efficient and cost-effective means of promoting brands without straining budgets.

The average Cost Per Point (CPP) during the July to September 2023 period was R2 305.00, making it an affordable option that assists marketers in achieving their key performance indicators (KPIs).

These CPP rates also enable brands to maintain a longer on-air presence, mitigating the impact of erratic load shedding schedules and potential audience loss.

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I N -C ON TE N T AD V ERTISING

THE HITS KEEP COMING In-content advertising also yields programme ratings rather than break ratings. Depending on the target audience and channels, it can result in a TVR uplift ranging from 3% to 30%.

These additional TVRs aid planners in reaching audiences that might otherwise be lost during ad breaks due to reduced attention.

Brand safety is of utmost importance as all in-content advertising placements are thoroughly reviewed by all stakeholders before broadcast to ensure that no brands are associated with content that might be deemed inappropriate, be it due to violence, sexuality, or discrimination.

In-content advertising consistently delivers expanded reach and TV ratings (TVRs) across various campaigns and brands, regardless of the allocated budget. This success is attributed to its ability to provide prime audiences affordably, including those catching up on their favourite shows during daytime repeats or weekend omnibus playouts.

These repeat broadcasts and omnibus playouts are offered as added value to clients, reducing CPPs and recovering lost audiences during prime-time airings disrupted by load shedding.

Having conducted over 300 campaigns, Whisper Media can provide industry norms for brand and message recall in in-content advertising placements.

Results from a 2021 Kantar study indicated substantial increases in all brand lift measurements when in-content advertising was combined with traditional TV commercials – sometimes doubling the results.

FEATURE IMAGE: FREEPIK.COM, SUPPLIED

And finally, with more and more viewing taking place on streaming/ OTT platforms, in-content advertising will also assist in future-proofing campaign performance.

On platforms without ad-breaks, there’s no missing ICA! Louise Jerling is the marketing services manager for Whisper Media, winner of the 2023 MOST Award for Media Sales Consultants. With 30 years industry experience, she has worked across various client portfolios, including Unilever, Beiersdorf, MTN, JD Group and PepsiCo.

THE DETAIL’S IN THE DATA Research remains a cornerstone for us, with all in-content advertising validated

by Nielsen, and this data is accessible through Telmar and Arianna. Moreover, brand lift studies and eye-tracking results for all campaigns provide marketers with insights into brand and message recall, along with creative insights from research panels.

RESULTS FROM A 2021 KANTAR STUDY INDICATED SUBSTANTIAL INCREASES IN ALL BRAND LIFT MEASUREMENTS WHEN IN-CONTENT ADVERTISING WAS COMBINED WITH TRADITIONAL TV COMMERCIALS – SOMETIMES DOUBLING THE RESULTS.

Louise Jerling

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Website: Whispermediaworld.com Instagram: Whispermedia_sa Facebook: Whisper Media South Africa LinkedIn: Whisper Media South Africa Our #: #WhisperICA #whispermediaza

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IN PURSUIT OF PASSION Armed with knowledge and tenacity, LWAZI MPOFU immersed himself in the industry to rise to the top of his game – garnering valuable, inspiring insights to share with media aspirants.

A

s I reflect on my journey within the mainstream media industry, I am compelled to share the challenges, motivations, and triumphs that have defined my path. The journey is marked by resilience, self-discovery, and an unwavering commitment to my passion for media.

To media aspirants who may face similar hurdles, I offer my story as a testament to the transformative power of determination and purpose.

EMBRACE CHALLENGES AS OPPORTUNITIES FOR GROWTH; REJECTION AS A STEPPING STONE TO SUCCESS, AND FEAR AS A CATALYST FOR COURAGE. Entering the world of mainstream media is not for the faint of heart. The competition is fierce, and the industry’s intricacies can be daunting for newcomers.

Understanding this, I made a conscious effort to delve into the depths of the 14 I T H E M E D I A

media landscape, researching tirelessly to gain a better understanding of the industry.

I familiarised myself with every station, made an effort to know their line-ups from Monday to Sunday, and studied their audiences’ preferences.

This knowledge became my armour, instilling a confidence that set me apart from other industry aspirants.

KNOWLEDGE IS NOT ENOUGH Knowledge alone was not enough, though. Gaining practical experience was the key to demonstrating my value, so I took the initiative to connect with programme managers – and impress on them the fact that I was the preferred candidate for a role.

There is no programme manager in the country I did not email after I completed my studies.

This required assertiveness, persistence, and the ability to remain on the radar.

I attended events, networked with industry professionals, and built relationships with radio personalities and producers. Lwazi Mpofu themediaonline.co.za

Through these efforts I transformed rejection into motivation, knowing that an opportunity would find me because I trusted in my skills and I was persistent in my pursuit.

Facing of a lack of opportunities, I discovered the power of volunteering – and finding my niche. I chose to work for stations that catered to a youthful audience, aligning my passion with my professional endeavours. This decision not only opened doors, it also allowed me to build a specialised skillset that set me apart from the crowd.

As an aspiring media professional, maintaining hope is essential.

I held the conviction that my study choices were a pathway to my desired career. Building relationships with industry insiders and starting to work in radio as early as grade 10 were deliberate steps toward my goal.

EARLY EXPERIENCE I recognised a gap, took the initiative and, despite initial

R AD I O TA LENT

setbacks, was invited to contribute to a three-minute feature on a weekly teen radio programme. Later, I got the opportunity to produce the programme.

This early experience taught me the importance of seizing opportunities, no matter how small, and turning them into stepping stones toward larger aspirations. After a three-year stint at the radio station, I went to university to further hone my skills as a broadcaster.

The journey was not without moments of fear and doubt. Looking at my peers who were quick to raise their hands, comparing myself to others, and feeling the magnitude of the media sector against the backdrop of my small-town origins, brought moments of uncertainty.

IMAGES: FREEPIK, SUPPLIED

FACING OF A LACK OF OPPORTUNITIES, I DISCOVERED THE POWER OF VOLUNTEERING – AND FINDING MY NICHE … THIS DECISION NOT ONLY OPENED DOORS, IT ALSO ALLOWED ME TO BUILD A SPECIALISED SKILLSET THAT SET ME APART FROM THE CROWD. However, I confronted these fears head-on, remaining intentional about working for stations in my province, initially. This decision allowed me to gain invaluable experience and, after five years, I naturally transitioned to bigger stations, armed with the skills and confidence cultivated in my early years.

In recent years, the media industry has undergone a profound transformation. Traditional radio stations have evolved into dynamic multimedia platforms, extending their reach far beyond the confines of radio waves.

Producers are no longer solely focused on radio content; they are actively engaged in exploring how their material can thrive in the digital realm. This includes considerations for digital platforms, visual elements, podcasting, engineering, and information management.

IF YOU ARE KEEN TO MAKE YOUR MARK, HERE’S WHAT TO CONSIDER: Develop your unique voice In this ever-expanding media landscape, stations are looking for individuals who can offer a unique, distinctive perspective. Presenters and producers need to invest time in discovering and cultivating their own voice and identity. Distinguishing oneself from the crowd is crucial in capturing the attention of both traditional radio audiences, and the wider digital community.

Stay informed and inquisitive The industry demands well-informed practitioners. Keep abreast of current events, industry trends, and emerging technologies. Read widely and remain inquisitive about the world around you. Being informed not only enhances your credibility but also equips you to create content that resonates with an increasingly discerning audience.

Recognise your responsibility As a media practitioner, you carry a significant responsibility as a primary source of information.

Acknowledge the impact your content can have on the public discourse, and ensure accuracy, fairness, and ethical considerations in your work.

Understanding the weight of this responsibility is crucial for maintaining the trust of your audience.

Embrace digital skills The industry’s digital transformation means that practitioners must possess diverse skills capable of adapting to a rapidly changing landscape. Familiarise yourself with digital platforms, explore visual storytelling techniques, and understand the nuances of podcasting. Being digitally savvy is not just an asset; it’s a necessity in the contemporary media environment.

Write thought pieces Penning thought pieces will allow you to connect with like-minded individuals, academics, and industry

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leaders. Sharing your work in academic circles and online platforms can spark discussions, and often attracts the attention of like-minded individuals. Crafting thought pieces early in your career, can assist you in building connections early on, which can be instrumental in shaping your academic and professional trajectory.

As you embark on your journey in the media industry, recognise that the landscape has shifted, and stations are seeking versatile individuals who can navigate this new terrain with innovation.

Develop your unique voice, stay well-informed, understand your responsibility as an information source, and embrace the digital aspects of the industry.

By embodying these qualities, you not only position yourself as a valuable contributor but also contribute to the continued evolution and relevance of the media industry in the digital age.

Embrace challenges To the media aspirants reading this, I urge you to embrace challenges as opportunities for growth, rejection as a stepping stone to success, and fear as a catalyst for courage. Your journey may be tough, but it is within the crucible of challenges that true professionals are forged.

Be persistent, be intentional, and trust in your skills. The media industry awaits those with passion, determination, and a willingness to learn. Your story, like mine, can be one of triumph and inspiration. Dare to dream, work relentlessly, and let your journey into mainstream media be a testament to the extraordinary potential within you.

Lwazi Mpofu is the station manager of the University of Pretoria’s radio station, Tuks FM. He has over 10 years’ experience in broadcasting and media education, including at stations such Trufm, MFM 92.6 and Good Hope FM.

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NEXTGEN NEURO: THE FUTURE OF AUDIO AD TESTING Research and analytics manager Melissa McNally delves into how Kagiso Media Radio is using consumer neuroscience to tap into the brain’s ‘buy’ button.

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s the year draws to a close, brands will be looking ahead to the new year for creative, effective and innovative ways to reach their audiences.

Attention will remain the main currency for advertisers in 2024, as it is one of the best ways to ensure a solid return on investment. Kagiso Media Radio (KMR) launched a groundbreaking neuro research product in 2023. It will play a key role in understanding how attention works and the factors that influence it.

NextGen Neuro uses neuroscience techniques to unpack real emotional engagement and response to various stimuli to gain insights into why customers make certain buying decisions.

‘Neuromarketing’ loosely refers to the measurement of physiological and neural signals to gain insight into customers’ motivations, preferences

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and decisions, which can help inform creative advertising, product development, pricing and other marketing areas.

KMR’s NextGen Neuro product, powered by its SoundInsights research team, aims to help advertisers and their agencies develop richer learning about radio creative effectiveness.

Kagiso Media Radio is the first audio media owner in South Africa to use neuro insights in this way.

CURRENT MARKET CHALLENGES Despite all this listener love, radio is typecast as a tactical advertising medium – restricted to delivering the rational messages within the ad campaign and often tasked with prompting a response or driving the sale.

Radio is incredibly effective at mobilising its listeners to generate themediaonline.co.za

USING NEXTGEN NEURO TESTING, WE CAN PREDICT PURCHASE INTENT AND EMOTIONAL ENGAGEMENT business for advertisers, but it seems many advertisers remain indifferent to radio’s lead gen potential.

Effectiveness data from radioGAUGE reveals that, on average, people exposed to radio advertising are 40% more likely to consider purchasing an advertised brand compared to non-listeners. Further analysis of the same data source reveals that – as with all other media – creative execution is vital in optimising results from radio.

PARTN E R CO NTENT

Among other things, the test found that listeners were more responsive and open to storylines in the adverts. This created more emotional engagement.

Yet, as an audio-only medium, creative effectiveness understanding for radio seems to lag behind other media.

WHY DID WE CREATE NEXTGEN NEURO?

WHAT ARE THE BENEFITS FOR BRANDS?

While talking to clients and agencies, we found that understanding emotional engagement to adverts is becoming a more important metric to advertisers.

Further to this, looking at how consumers want to have a voice when it comes to their brands, we were inspired to construct a listener-led approach to insights, where co-creation with audiences is promoted to create a deeper understanding.

HOW DOES IT WORK?

IMAGES: SUPPLIED

Kagiso Media Radio worked with Dr Jacolize Poalses, senior researcher and head of the Behavioural and Communications Division at BMR, during the pilot phase of testing.

Galvanic Skin Response (GSR) and Facial Coding technology were used within a controlled environment to record skin conductance and facial expressions while the respondents were exposed to both relaxing stimuli (tranquil music) and test stimuli (radio advertisement audio clips).

Using various techniques, such as electroencephalogram, functional magnetic resonance imaging, GSR, and eye tracking, an objective measurement of attention to advertisers is obtained.

These techniques can capture neural and physiological responses that indicate an individual’s level of attention to various stimuli. This is objective and complements self-reported metrics, but is more accurate and reliable, providing us with a more thorough understanding of the effectiveness of campaigns.

Neuro research can also explore how attention is allocated among different stimuli. This allows media organisations and advertisers to optimise their content.

In addition to this, we can explore how to enhance attention by studying the impact of various stimuli, such as jingles, tone and cadence, and so forth, to increase audience focus.

WHY DOES IT WORK? Emotions drive consumer decision-making.

With consumer neuroscience, brands can ensure their advertisements are both pleasurable and emotively engaging.

Melissa McNally

RADIO IS INCREDIBLY EFFECTIVE AT MOBILISING ITS LISTENERS TO GENERATE BUSINESS FOR ADVERTISERS, BUT IT SEEMS MANY ADVERTISERS REMAIN INDIFFERENT TO RADIO’S LEAD GEN POTENTIAL NextGen Neuro allows brands to test their audio to gain a deeper understanding of emotional engagement and purchase propensity. Consumer neuroscience provides more accurate, immediate biological responses.

KMR used neurotesting to copy-test some radio adverts. Neurotesting has various applications outside of audio, but we focused on audio. We were able to use the ads to ask five key questions: • Do perceptions around the gender of the voice used in the advert impact emotional engagement?

• Do jingles create better engagement?

• Do listeners tune out if an advert is in Afrikaans?

• Does a sonic ID or sonic branding promote more emotional engagement?

• Does unintentional stereotyping of a group of listeners cause them to tune out? themediaonline.co.za

Neuro ad testing can be used at concept level or with finished copy.

It can also predict the outcomes of your new ad or where we need to improve on an existing ad. The predictions can be used to tweak the ad before it goes live. It can help reduce ad spending by cutting out unnecessary advertising time.

Using NextGen Neuro testing, we can predict purchase intent and emotional engagement. We can also understand how your advert may land in the market as we use a four-pronged approach to the research. Brands that appeal to multiple senses are more successful in triggering the brain’s ‘buy’ button. To truly be successful, a campaign or marketing should contain every human sense.

Dopamine is highly involved in motivation and reward. To activate these mechanisms, we need to grab attention, create relevancy with the customer and consumer, and integrate context.

Consistency is key in building the sensory aspects of your brand, and you need to appeal to the consumer’s unconscious instinctual behaviour.

Neuro research can impact and revolutionise the media landscape by creating a deeper understanding of audiences for tailored content. It will also help content creators gain more insight into engagement and memorability of content.

This is sponsored content.

Email Melissa McNally to find out how your business can use neuro insights to drive higher audience attention levels with more effective creative and a better ROI: melissam@kagisomedia.co.za

T H E M E D I A I 17

D IGITAL AU D I O T R E NDS 2 0 2 4

GROWING UP: DIGITAL AUDIO

This approach allows for storytelling and in-depth exploration. Brands need to be bolder in their podcast partnerships.

Content creator collaborations: Partnering with local podcast content creators can enhance reach and engagement.

Content creators can bring credibility and authenticity to marketing efforts.

Data-driven targeting: Utilising data analytics for precise targeting is a popular solution. Understanding audience behaviour and preferences is essential for effective campaigns.

the power of digital audio in the new year…

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outh Africa’s digital audio space continues to grow at an impressive pace, and the forecast for 2024 looks promising.

PwC’s latest Media Outlook report expects the local podcast market to be up to 19 million monthly listeners next year, with ad spend forecast at R302 million.

We are witnessing a surge in consumer interest and engagement with audio content, and this trend is expected to continue. With Statista’s optimistic growth forecast and PwC’s insights into the podcast market’s potential, it’s evident that digital audio is reshaping the way people consume media, including their radio preferences.

This is an exciting opportunity for marketers to innovatively connect with audiences. The projected listener growth for 2024 is testament to the changing dynamics of media consumption.

Gen Z will be an important target in this market. This demographic is highly tech-savvy and known for their preference for audio content, making them an ideal audience for digital audio marketing.

IT’S ONLY GETTING BETTER Other key areas driving audience growth include: Mobile listening dominance: With smartphones becoming more accessible, we are likely to see a

Tanya Davis is marketing manager at East Coast Radio.

shift towards mobile listening for audio consumption. More people are likely to access streaming services and podcasts through their mobile devices, leading to mobile-first audio experiences.

Streaming and podcasting: There is likely to be continued growth of streaming services, as well as podcasting. This growth is likely to be driven by increased smartphone penetration as well as internet accessibility.

While the digital audio space is packed with opportunities, marketers will face several challenges.

Competition among marketers and content creators will intensify. Standing out in a crowded market will be a challenge, and ad fatigue also needs to be top of mind. It’s crucial to strike a balance between engagement and ads, as overexposure can deter users, making ad placement a challenge.

With increased personalisation comes a greater responsibility for data privacy.

Adhering to regulations and ensuring user data protection can be challenging for marketers.

Creative solutions are key to overcoming these challenges.

Branded podcasts: Creating branded podcasts provides an opportunity for marketers to deliver valuable content while subtly promoting their brand.

Tanya Davis

Social media: Tanya Davis LinkedIn: tanya-davis East Coast Radio Website: ecr.co.za Twitter: twitter.com/ecr9495 Facebook: East Coast Radio LinkedIn: East Coast Radio

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ONTO BIGGER BRAINWAVES Kagiso Media Radio’s SoundInsights department, which is led by research and analytics specialist Melissa McNally, launched a neuro research product in 2023 using neuromarketing techniques to measure the physiological and neural signals of an audience to gain insights into why customers make certain buying decisions.

NEURO-RELATED RESEARCH IS BECOMING MORE RELEVANT IN THE MEASUREMENT OF ATTENTION. Neuro-related research is becoming more relevant in the measurement of attention to understand how to create content that engages audiences more effectively, while attribution models are becoming more important with regards to understanding the impact of audio assets with precision.

Going into the new year, marketers need to ensure they are educated on digital audio’s potential and best practices. Training and resources can help businesses and marketers understand how to leverage digital audio effectively.

Continued innovation in ad formats, content delivery, and audience engagement is also required to stay competitive.

South Africa’s digital audio space for 2024 holds immense potential for marketers.

It’s a space where we can be more relaxed and conversational in our approach.

The key is to stay agile, create compelling content, and remain attuned to the ever-evolving audio landscape.

IMAGE: SUPPLIED

Tanya Davis explores how marketers can harness

LEND ME YOUR EARS MARK BOTHA reflects on the reasons for digital audio advertising’s non-appearance in the recent IAB ad revenue report – and reckons it’s high time advertisers tapped into this hidden gem.

SAME, BUT OH-SO-DIFFERENT Most disappointing about the report is the absence of audio advertising.

In the 2021 report audio came in at an underwhelming 1%, but least comfort was taken from the fact that it featured, and the medium was on the map.

Unfortunately, in this report, it was ultimately grouped under the ‘other’ category, thereby placing it below the 1% benchmark.

The lack of growth highlighted in the report is not aligned with the significant growth currently being experienced across the Mediamark Digital Audio offerings.

To better understand what we mean by digital audio and its advertising components, Mediamark makes a distinction between digital audio advertising, and podcasting advertising.

Digital audio advertising: This refers to audio advertisements delivered in the respective broadcast or internet 20 I T H E M E D I A

Mark Botha

stations’ live stream and present as either pre-rolls delivered at the beginning of the stream, or as mid-rolls, during the standard advertising breaks within the broadcast stations.

Typically, these ads are accompanied by display companion advertisements that appear on the station’s player.

Podcasts Advertising within podcasts can be dynamically delivered as pre-rolls, mid-rolls, or post-rolls, or it can be integrated into the content itself, where the host discusses the product or personally delivers the advertisement.

GETTING TO GRIPS WITH POTENTIAL Year-on-year growth has been good, and demand is steadily increasing, particularly in the podcast space where clients are keen to get on board, but are grappling with the challenge of navigating it effectively.

This challenge seems to be a common theme when it comes to the world of digital audio advertising, and can only be put down to education, and a hesitation to experiment with the medium in order to come to grips it.

Another consideration is that, possibly, the percentage revenue reflected in the PwC report has fallen victim to another themediaonline.co.za

challenge that we see on a regular basis. In this scenario, digital audio appears to be in a somewhat ambiguous position, not quite fitting neatly within the domains of digital and radio planners.

The medium has not yet defined its distinct role within this landscape, and there remains a lack of consensus between radio and digital planners regarding its placement, and the respective responsibilities in harnessing the significant potential that digital audio offers. This includes recognising the complementary aspects of digital audio and broadcast radio.

A clear takeaway from the report is the substantial and relatively unexplored potential of digital audio advertising.

ADVERTISING WITHIN PODCASTS CAN BE DYNAMICALLY DELIVERED AS PRE-ROLLS, MIDROLLS, OR POST-ROLLS, OR IT CAN BE INTEGRATED INTO THE CONTENT ITSELF, WHERE THE HOST DISCUSSES THE PRODUCT OR PERSONALLY DELIVERS THE ADVERTISEMENT. There is no doubt that advertisers will inevitably embrace this hidden gem, and, as is often the case with promising opportunities, those who venture in early will enjoy substantial benefits, while those who follow will need to play catch-up.

Mark Botha is head of digital at Mediamark.

IMAGE: SUPPLIED

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he most recent IAB South Africa Advertising Revenue Report for the year 2022, conducted by PwC and released in August 2023, revealed a total Internet Advertising revenue of R14.5 billion, showing a 10% year-on-year growth.

This growth is notably lower compared to the substantial 43% increase seen in 2021.

However, it is important to contextualise this variance by considering the profound impact of the Covid-19 pandemic when, initially, advertisers hesitated to invest in advertising – but as the shift towards digital accelerated due to increased remote work, there w as a significant uptick in spend.

In terms of spend allocation, search advertising continues to dominate, accounting for 78% of the total revenue.

Meanwhile, ad spend on paid social decreased, and there was a notable increase in display: non-programmatic, which surged to 5%.

D I GI TAL AU D I O TR ENDS 2024

TURNING UP THE VOLUME IN 2024 CANDY DEMPERS makes a compelling argument for a medium that “understands perpetual change within consistent presence”.

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quick scan of the consumer goods market shows you that earpods, airpods, earbuds and headphones are widely accessible to consumers, as are Bluetooth speakers and sound bars.

I use these as a strong conduit to my sense that listening, and audio consumption, is not an old-fashioned habit; it’s an essential mix to being connected and entertained.

Audio is a medium that understands perpetual change within consistent presence. If we consider how audio technology has developed over the last 30 years, the change is exponential – from cassette to cached memory, people are still pushing play.

Why? Because connecting, through speech, rhythm and beats, is primal – and audio amplifies human emotion and feeling.

The nature of consumption and technology in today’s media environment makes predicting the future of ad spend challenging. What is the next platform?

How does it integrate into existing trends and what opportunities will it present?

Looking back, these are the questions we’ve been asking ourselves with each change along the digital journey.

A LANGUAGE OF CHOICE

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Consumers have more options and better information in 2023. They also have issues of connectivity and cost when it comes to data. Against this backdrop, traditional radio still has a role to play.

Coupled with this is the fact that digital audio options do not yet have the language footprint of traditional radio broadcasting. With a maturing social landscape, South Africans are finding pride in mother tongue language use, and there is little variety online.

Language will become more important in the creative economy and audio value chain. With consumers becoming immune to brand messaging, we need to find more effective ways to add value to listeners and brands.

THE IMPROVEMENTS IN AUDIO QUALITY AND OPTIONS, AS WELL AS MORE ACCURATE AUDIENCE DATA AND REAL TIME LISTENING HABITS, MAKE A COMPELLING ARGUMENT FOR AUDIO. By connecting to the heart of the audience through language, we have an immediate connection based on fundamental belonging and pride.

One only needs to have been in an environment when nothing you hear sounds familiar to realise how comforting one’s home language is.

SPOT THE SPONSORS Is there money in digital audio? The short answer is yes. The long answer is yes but...

AUDIO IS A MEDIUM THAT UNDERSTANDS PERPETUAL CHANGE WITHIN CONSISTENT PRESENCE … FROM CASSETTE TO CACHED MEMORY, PEOPLE ARE STILL PUSHING PLAY. themediaonline.co.za

Candy Dempers

Why would Spotify be the main jersey sponsor of FC Barcelona? I would hazard a guess because Spotify understand the volume and value of the ears out there.

Digital audio offerings are still working out optimal formats and audience strategies and I do not think it fair to compare listening of old to listening of new when it comes to monetisation.

Experience has taught us that audio advertising is effective using reach and frequency. I believe there is a lot of knowledge that can be leveraged from traditional radio advertising and sponsorship in the digital audio space.

Added to this, the improvements in audio quality and options, as well as more accurate audience data and real time listening habits, make a compelling argument for audio.

Our challenge remains to invest into the creative economy and ensure we make audio that audiences want to consume.

Fun, useful, bold, beautiful, and inspiring connections will be the catalyst for creating advertising options that benefit both audience and advertiser.

Turn up the volume in 2024, there’ every reason to do so!

Candy Dempers is the managing director of Mediaheads 360.

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internationally is due to the power of our African Language radio stations who carry a diversity of content relevant to relatively niche language and cultural groups.

However, all radio stations are limited in that they can only carry 24 hours of content a day – podcasting doesn’t have that limitation.

Podcasts are also a great equaliser in these markets as we continue to battle our literacy levels. The concept of Pod Ed is waiting to be embraced and rolled out.

BEYOND LISTENS – AND BEYOND THE SCREEN

…RADIO STATIONS ARE LIMITED IN THAT THEY CAN ONLY CARRY 24 HOURS OF CONTENT A DAY – PODCASTING DOESN’T HAVE THAT LIMITATION.

Paulo Dias

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outh African podcasting is the overnight success, years in the making.

PwC predicts our podcast market will reach 19 million listeners and over R300 million in ad revenue.

But what does that look like on the ground?

Such a large potential audience creates a stick we can beat ourselves with; podcasting isn’t about mass, it’s about intimacy – and, according to hosting platform Buzzsprout, even 124 listens in 30 days can rank a podcast in the top 50%, redefining what is needed for a breakthrough podcast.

So what metric should we be looking for?

I’m looking more at the concept of ‘stickability’, which allows us to measure loyalty and time spent listening. A podcast listeners’ engagement lasts for hours compared to the instant dopamine hit of viral videos – but one is more valued over the other.

It’s evident that we need a new currency in podcast measurement.

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As for the R300 million? I talk with all scale of podcast creators and, unless that money is hidden under someone’s couch on a game farm, it’s not quite there.

One of the biggest disruptors to podcasting in the foreseeable future will be the aggressive, possibly damaging, approach from YouTube.

YouTube is a massive content discovery engine – but guess what it features along with your podcast? Every single other piece of content with the same subject as your podcast...

YouTube will also take money away from ‘indie podders’ (independent podcasters), as it’s easy to buy for overworked media buyers. They put a tick next to their KPI that says podcast advertising, but the podcaster gets no money; Google does. So if YouTube could kill this whole podcast thing – what can save it?

Let’s start with local language podcasts.

The reason that podcasting hasn’t filled the kind of gap locally that it has themediaonline.co.za

References: Spotify Culture Next PWC Entertainment and Media Outlook

Paulo Dias is the head of audio innovation at radio and audio advertising specialist agency, Ultimate Media, and a successful podcaster in his own right.

IMAGE: SUPPLIED

Gen Z may just be the great saviours of audio podcasting as YouTube tries to eat it, writes PAULO DIAS.

And as much as it pains me as a 43-year-old male to say this: Gen Z may just be the great saviours of audio podcasting as YouTube tries to eat it.

Gen Z values podcasts for alleviating loneliness, embracing diverse voices, and providing in-depth news explanations beyond social media’s surface coverage.

One respondent in the Spotify Culture Next Survey said “On social media, you hear that a politician stole money.

On podcasts, they explain everything: why they stole money, from whom they stole money...”

Deeper immersion, a more thought out product and adapting to the needs of the audience, means more ‘’Stickability’’.

The fascinating thing about podcasting is that it is ever changing. It’s a medium building the plane while it’s in the air.

Or, more aptly, a medium trying to record with hadedas at the window and the clock saying it’s quarter-to-loadshedding.

PODCASTING IN SOUTH AFRICA: READY TO GROW UP Innovative, creative, world-class. Despite inherent challenges, local podcasters have built credible profiles and products – and are ready to take their offerings to the next level, writes GLENDA NEVILL.

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ou know a medium is out of the starting blocks and setting the pace when it forms a guild.

This just happened in South Africa: a group of audio specialists have set up the South African Podcasters Guild (SAPG), because “South African podcasting is ready to grow up”.

“If you were asked to name a South African podcaster, you would either name someone controversial or someone connected to an existing media entity, probably a radio station,” says founding member, Ultimate Media’s Paulo Dias.

“However, there are so many creative and innovative podcasters producing world-class content who battle to cut through to new audiences and as a byproduct, advertisers,” he says. “A unified approach is needed to tackle these issues.

Firstly. one podcaster with 100 listeners isn’t – at face value – that interesting, but 100 podcasters with 100 listeners each is suddenly an audience for an advertiser, and that is scalable,” Dias explains.

“Advertisers have needs. They need the assurance of brand safety. They need accurate measurement, and they need accountability that ad content runs as it

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should. New podcasters need a support structure – and that ranges from studios to improve the quality of their product, to guest booking resources, to audience building techniques,” he adds.

Dias also believes South Africa needs its own system. “A quick Google shows hundreds of options, but most are either

financially out of reach, or by so-called ‘podcast gurus’ offering a westernised take on podcasting. The knowledge base in South Africa, which has built profiles and audiences despite all our ‘supposed’ challenges, is a much more valuable tool to tap into,” he says.

Initial sign-up is free, he says, and gives you access to the community.

SAPG’S FIRST-YEAR GOALS AT A GLANCE In its inaugural year, the South African Podcasters Guild is focused on several key initiatives: Online community platform: The guild is building an online community platform, including WhatsApp Communities, to facilitate interaction and collaboration among members.

Major annual events: The guild will host two major events annually – the Guild Festival and the Guild Awards – to celebrate outstanding podcasting achievements in South Africa.

Membership drive: SAPG aims to attract 1000 members in its first year,

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fostering a diverse and inclusive community of podcasting enthusiasts.

Standardised metrics and data: The Guild is developing a standardised set of metrics and data to enable media agencies, clients, and sponsors to seamlessly collaborate with SAPG-approved podcasts, ensuring transparency and reliability in business transactions.

See here for more information on the South African Podcasters Guild and its initiatives.

SOU TH AF R I C AN P OD C ASTE RS GUILD

A full membership, at only R100 a month, will continue to offer value and benefits as the Guild establishes itself.

Like any media channel, podcasting needs to make money. And to make money, you need to be known. And you need a system of measurement that advertisers trust.

“We need to create a narrative around successful South African podcasting. No one knows what that looks like. To do this we need a new ‘currency’ when it comes to measurement and success stories,” Dias explains.

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NO OTHER MEDIA PLATFORM OFFERS THAT SCALE OF TOPICS, PRESENTERS AND THOUGHTS. WE KNOW THAT PODCASTING IS AN INCREASINGLY INTIMATE MEDIUM … IT’S NOT ABOUT THREE-SECOND DOPAMINE HITS. “This measurement will show the inherent value of the podcast audience.

The current CPM model doesn’t work for anyone; our scale is too small.

Through the Guild, and with the podcasts prepared to be open-minded, we can pursue traditional and non-traditional ways of commercialising content and offering advertisers boutique solutions,” he says.

“This can range from typical hostread content and extend to events and bespoke series. All the will ensuring brand safety, accurate measurement and responsible implementation.”

Dias says the most refreshing aspect of the Guild and its initial wave of members, is the diversity of producers and content.

“No other media platform offers that scale of topics, presenters and thoughts. We know that podcasting is an increasingly intimate medium, and with the time spent creating, and the reciprocal time spent by audience in consuming, you have a relationship with a medium unlike many others. It’s not about three-second dopamine hits,” he says.

FOUNDING MEMBERS OF THE SOUTH AFRICAN PODCASTERS GUILD • Paulo Dias African Podcast and Voiceover Award (APVA) winner for Best Music Podcast and Best Sports Podcast.

• Nicole Engelbrecht Host of True Crime SA, APVA winner for Best True Crime Podcast.

• Terence Mentor The Afro Daddy, host of Have You Asked Your Dad’ and Threes A Crowd APVA nominee in the Lifestyle and Entertainment category.

• Sean Loots Producer of The Expansive with John Sanei and Eric Kruger, and host of Something Shifted and Have You Asked Your Dad. • Spike Ballantine Former head of production for Cliff Central and producer of multiple award-winning branded podcasts.

• Solid Gold Studios Producer of over 350 podcast projects • Jonathan Warncke Producer of the SA Ex-Pats Podcast and Off the Grid – A Practical Guide to Load Shedding.

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“Consolidating all these diverse creators and audiences under one umbrella and with a ‘broad’ code of conduct, ensures a safe space for creators, new listeners and anyone who wishes to partner with us.”

The Guild already has buy-in, and Dias says the initial response from the industry at large has been overwhelming. “All sorts of organisations have stepped forward to offer us a platform to promote and support the Guild. The goal for the first three months is to expand our network organically, as far as possible,” he says.

The team already has a roll-out strategy within media agencies, and introducing media owners to the Guild is also on the cards, as is the launch of the inaugural SAPG Podfest and Award Show in 2024.

But, says Dias, “we are a fluid organisation in a fluid medium and will adapt to the needs of our members and other partners.”

As is highlighted in the Guild’s core values: Listening: We value the opinions and ideas of every member.

Authenticity: We believe in genuine, honest storytelling.

Collaboration: We support and help one another to succeed.

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Amazon has opened registrations for independent sellers in South Africa

ON THE BALL: RT7 DIGITAL’S FULL SERVICE EDGE ON AMAZON Ahead of its imminent, highly anticipated launch, GLENDA NEVILL gets the nitty gritty on how brands can prep for success on, and with, Amazon.co.za

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mazon.co.za is inching ever closer to its local launch “in 2024”, according the global ecommerce giant’s blog. But local independent sellers have been able to register since mid-October.

Interestingly, one of Amazon’s most successful and award-nominated specialist marketing agencies is based in South Africa, and has years of expertise in the intricacies of succeeding in this competitive marketplace.

RT7 Digital has a decade of knowledge in hand, having helped brands gain a foothold on Amazon in the United Kingdom, the United States, and within the European Union.

Simply put, managing director Russell Ball says RT7 is a full service Amazon marketing agency that has helped brands win on Amazon.

26 I T H E M E D I A

KNOWING AMAZON AS WE DO, AND THE COMPLEXITY THAT COMES WITH IT – INCLUDING THE BUDGETS ONE WILL NEED TO REMAIN COMPETITIVE – WE SEE THIS CHANNEL BENEFITTING LARGE TO MEDIUM BRANDS INITIALLY, AND ONLY IN 18 MONTHS FROM NOW. themediaonline.co.za

“We have over 40 Amazon account specialists based in Cape Town and Johannesburg, with offices in London, Hamburg and Dallas. We focus on the three core areas of Amazon: account, organic and paid, ensuring a brands’ products are optimised and perform on the platform,” he explains.

Ball says it is too early to speculate on the scope for Amazon adoption by South African brands. “Knowing Amazon as we do, and the complexity that comes with it – including the budgets one will need to remain competitive – we see this channel benefitting large to medium brands initially, and only in 18 months from now,” he says.

Competition is a good thing, says Ball, and there’s no harm in brands currently selling on existing South African ecommerce sites such as Takealot, hosting their products on Amazon, “… as long as

AMAZ ON MARKETING

as they have the resources and budgets and can manage the demand”.

Then again, “There will be brands that might not be seeing great results and want to try Amazon. There is no doubt that Amazon entering the South African market will put additional pressure on existing ecommerce channels.”

With AI being the buzzword of 2023, it’s far-reaching consequences for ecommerce cannot be overlooked.

“While not new, AI services have now matured to the point where they are flexible, meet market demands, and have significant commercial viability,” says Ball.

IMAGES: SUPPLIED

WE FOCUS ON THE THREE CORE AREAS OF AMAZON: ACCOUNT, ORGANIC AND PAID, ENSURING A BRANDS’ PRODUCTS ARE OPTIMISED AND PERFORM ON THE PLATFORM. “Numerous AI applications have emerged within the Amazon environment, from both third parties and Amazon itself. Whether it’s researching content, conducting sentiment analysis, optimising advertising, or building listings, AI is now featured in most leading Amazon SaaS tools and in the most sophisticated advertising suites.

As a leading Amazon agency, RT7 is continuously evaluating new tools and deploys the best for the benefit of their clients,” he adds.

For now, RT7 is focused on direct marketing to the brands and agencies it wants to work with.

“We aim to position ourselves as the knowledge experts by offering traditional marketing and advertising agencies the chance to collaborate with RT7 to help their clients position themselves on Amazon,” says Ball.

“We are already in direct communication with some of the larger brands in South Africa who see Amazon as a real opportunity. So one-on-one direct interactions with our strong local network, mixed with the normal PPC,

Russel Ball

Amazon South Africa landing page, content specific to the region shared on many platforms, events, and a good PR campaign is how we’re getting our brand out there.”

There will be challenges, he admits.

“Managing the expectations, getting to understand the intricacies and complexity of managing a brand on Amazon, budgeting for long term gains (18 months plus before one will see returns), working out fulfillment, and managing stock are just some of the challenges we foresee,” Ball says.

Which begs the question: What does being ‘ready’ for Amazon look like?

Ball explains. “In the context of Amazon South Africa, being ‘ready’ would imply that you have: • Registered your account (avoided one-account policy issues) • Dealt with brand registry intricacies • Made the seller vs. vendor decisions • Managed brand ownership issues, and • Fully optimised your listings and all the content that is needed for that.

THE AMAZON BRAND CYCLE Typically, the Amazon brand life cycle has four key stages Phase 1: Establishment with the objective of gaining traction During this initial phase, focus on establishing a solid foundation for your brand.

Consider: Competitor and product research, niche analysis, product development and selection, keyword research, asset creation of conversionoptimised listings, reviews strategy – vine, brand strategy – store/a+, stock strategy – hybrid/vendor/seller/fba/ direct fulfilment, pricing strategy, launch strategy, paid social campaigns for audience analysis and, finally, adopt a testing and learning philosophy.

Phase 2: Acceleration with the objective of gaining market share and establishing profitable lines.

In this phase, focus on expanding your market share and establishing profitable product lines.

Consider: Advertising investment, market share focus, continuous seo focused on competitors, driving up bsr (best sellers rank), reviews focus on building brand presence, target specific competitors and products, social listening, affiliates, and finally consider consider hybrid.

themediaonline.co.za

Phase 3: Defend + Grow with the objective of optimising and adjusting During this phase, your focus shifts to optimising your brand’s performance and defending your market position.

Consider: DSP (demand-side platform), catalogue management, audit resellers and focus on buy-box retention, split variations to drive down competitors, advertising defensive tactics, editorials, special events, and finally consider new markets.

Phase 4: Yield with the objective of maintaining dominance for high-earning SKUs In the final phase, your focus is on maintaining dominance for your high-earning SKUs while proactively monitoring the market.

Consider: Continue leveraging Amazon’s DSP, manage successful listings and products with day-today tactics, monitor new brands and products entering the niche & adjust immediately, pricing strategy, and finally continuously optimise your SKUs by incorporating visual SEO elements such as compelling images and videos. www.rt7digital.com

T H E M E D I A I 27

TEL KO M RAD I O AWA R DS

R

adio continues to be a powerful force in the lives of South Africans. It is not merely a medium, but a lifeline that keeps us connected, engaged, and entertained. Radio is a source of news, entertainment, storytelling and information, and it continues to stand as a trusted companion, a constant presence in our lives, and a testament to the enduring power of sound.

The radio industry has thrived and evolved over the years, reflecting the rich tapestry of our nation. It has been a platform for diverse voices, a stage for stories that inspire, and a beacon of hope that guides us through the complexities of our world.

As the organisers of the Telkom Radio Awards, we hold deep respect for the achievements of the many talented professionals who work tirelessly in this industry. From in-front-of-the-mic presenters who captivate us with their voices, to the behind-the-scenes team who craft the magic, these individuals dedicate themselves to keeping us informed and entertained, day in and day out. They play a vital role in the heartbeat of our nation.

28 I T H E M E D I A

TARYN WESTOBY gives shout out to the incredible talent, and sponsors, for all they do in sustaining the flame of South Africa’s most enduring medium.

THE RADIO INDUSTRY …

HAS BEEN A PLATFORM FOR DIVERSE VOICES, A STAGE FOR STORIES THAT INSPIRE, AND A BEACON OF HOPE THAT GUIDES US THROUGH THE COMPLEXITIES OF OUR WORLD. This year the Radio Awards welcomes Telkom as the naming partner for the next three years. Having been at the forefront of South Africa’s communications space for more than 140 years, Telkom offers a dynamic synergy in celebrating the power of radio as South Africa’s most popular broadcast medium. We extend our heartfelt gratitude to Telkom for sharing in our vision of awarding and acknowledging radio excellence. Their support is instrumental in making these awards possible.

Congratulations to the winners, finalists, Bright Star and Hall of Fame inductees of the 2023 Telkom Radio Awards. Your hard work, resilience, and dedication to themediaonline.co.za

the medium of radio in South Africa continues to enrich our lives and make our nation stronger.

A special thanks goes to the dedicated judges from the broadcast media industry who generously gave their time and expertise to evaluate this year’s submissions, and to our appointed advisory board for their valuable insights, guidance, and expertise. Their role is essential in ensuring that The Radio Awards remain fair, relevant, and representative of the industry’s dynamism.

BDO, the official auditors of The Radio Awards, has once again excelled in their work, ensuring the accuracy and reliability of all the numbers.

And to the Arena Events team who put this awards programme together: Melissa De Agrela, Philantu Nkanunu, Zandi Nhlapo, Refiloe Seranyane and Amarra Singh, thank you for your ongoing loyalty to this awards program.

At this 13th edition, let us celebrate the voices that keep South Africa connected, engaged, and entertained.

Taryn Westoby is general manager: Events at Arena Holdings, owners of The Radio Awards.

IMAGE: PIKISUPERSTAR ON FREEPIK

A WORD FROM THE ORGANISERS

I NTER V IEW

CHAMPIONING THE AIRWAVES GLENDA NEVILL chats to Gugu Mthembu about Telkom’s new headline act – and hints at more in store…

I

IMAGES: SUPPLIED

t is telling that just ahead of The Media’s interview with Telkom chief marketing officer, Gugu Mthembu, the telecoms giant was awarded Sponsor of the Year (for the Netball World Cup 2023) – among other achievements in this arena – at the Hollard Sports Industry Awards.

It was also honoured for its #StandTall campaign for the Netball World Cup. At the time, Mthembu posted on LinkedIn: “It’s thrilling to see the effort and passion that went into this tournament, from us as sponsors and all the various stakeholders that made it a success, being recognised and rewarded.”

“Committed to championing the waves of connectivity through extensive infrastructure, relevant and innovative products that offer immense value and benefit in market,” Telkom takes its sponsorship commitments seriously.

Those “waves of connectivity” sees Telkom take on the role of naming sponsor of The Radio Awards – the Telkom Radio Awards – after the three-year deal was inked.

“Telkom,” ventures Mthembu, “has a long history of democratising access to information and connecting people to a better life. Radio, too, has played the same role for over 100 years. So it’s a no-brainer for Telkom to back awards that celebrate this medium that continues to be the most easily accessible in a country plagued by inequality.”

Besides the commitment to access to information, the company also respects the role of culture.

“Telkom is a proudly South African brand first and foremost,” says Mthembu. “With South African culture in constant flux, it is critical for us as a brand to have our

Gugu Mthembu

finger on the pulse. Understanding and demonstrating that we are in touch with what moves our people. This assists us to remain relevant in order to put forward the most appropriate offerings, delivering on the ambitions of our consumers.”

POWERFUL CONNECTIONS Telkom, she adds, believes in leaving no one behind in a connected world and the medium of radio shares this purpose strongly. “Radio is ubiquitous, accessible, and immediate. These are powerful traits that resonate with a brand like ours.”

As a three-time winner of Sunday Times GenNext Awards’ ‘Coolest Telecommunications Provider’, South Africa’s youth clearly have time for Telkom.

And in return, the company is committed to South Africa’s youth.

“We are passionate about the youth as a brand. They are a key segment with

WE ARE PASSIONATE ABOUT THE YOUTH AS A BRAND … WE CATER FOR THEM THROUGH CURATED PRODUCTS AND SERVICES THAT MAKE SENSE TO WHERE THEY ARE IN THEIR LIVES RIGHT NOW. OUR PREPAID OFFERINGS ARE A PROOF POINT OF THIS. themediaonline.co.za

a lot of potential to change the world,” she says. “We cater for them through curated products and services that make sense to where they are in their lives right now. Our prepaid offerings are a proof point of this. There’s also something even bigger that we are cooking right now that will revolutionise how young people see Telkom, so watch the space…”

Earlier this year, the company announced brand partnerships with influencers and content creators, a vital component in ‘talking’ to today’s youth.

“Partnering with influencers and content creators is not new for us; we understand that sometimes brands need to showcase values through the platforms of personalities in order to land,” Mthembu says. “It has worked for us, and we are excited about continuing to share the Telkom story and build relationships with our consumers through their loved personalities.”

The company is certainly no stranger to the radio space, as Mthembu confirms: “Backing iconic voices on radio as part of our influencer programme was a step we took in the past. It has worked very well and is the perfect genesis for our recent effort to support radio through the Telkom Radio Awards Sponsorship, we are super excited about what the future holds.”

Mthembu believes access to information is everything in this day and age. “Enabling people’s access is something we take very seriously. This guides the offerings we put out and is firmly rooted our purpose as a brand that wants to democratising access.

This is a form of empowerment that can only be good for society,” she explains.

And helping communities bridge the digital divide is key to its plans.

“The proof is really in the pudding,” she says. “Our products are put together with the view to deliver immense value and benefit our consumers. We know data is the new gold so as a brand we are committed to letting everyone shine from the lower end of the market to the top end.”

T H E M E D I A I 29

TE L K OM R AD I O AWAR D S WINNERS

STATION OF THE YEAR

COMMERCIAL STATION 5FM

CAMPUS STATION

947

MFM 92.6

HOT 102.7 FM

PUKFM 93.6

KFM 94.5

TUKS FM 107.2

METRO FM

UJFM 95.4 VOW FM

AFTERNOON DRIVE PRESENTER

COMMUNITY STATION

CAMPUS STATION

PRESENTER

GROOTFM 90.5

MFM 92.6

WILNÃ VAN ROOYEN

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TUKS FM 107.2

LEBO SEPENG

MIX FM 93.8

TUKS FM 107.2

TSHEPANG MOJI

PRETORIA FM

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ZAKES TWALA

RADIO KHWEZI

VUT FM 96.9

BOITUMELO MPSHANE

PBS STATION

COMMUNITY STATION

PRESENTER

LOTUS FM

LINK FM

GARY GERBER

RSG

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ESTÃ GROSS

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RADIO KHWEZI

XOLANI MADLALA

UMHLOBO WENENE FM

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SAZISO DLAMINI

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PBS STATION

PRESENTER

PBS STATION

SHOW NAME

SAFM

SAKINA KAMWENDO

LOTUS FM

THE DRIVE BY

KHATHIDE ‘TSHATHA’ NGOBE SELBY ‘SELBEYONCE’ MKHIZE

SAFM

BEYOND THE HEADLINE

TRUFM

DRIVE 326

UKHOZI FM

WOZA NABANGANI BAKHO

UMHLOBO WENENE FM

UWFM DRIVE

COMMERCIAL STATION

SHOW NAME

UKHOZI FM UKHOZI FM UMHLOBO WENENE FM

LUKS GIDANE

COMMERCIAL STATION

PRESENTER

5FM

ROGER GOODE

947

THANDO THABETHE

GOOD HOPE FM

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KFM 94.5

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KAYA 959

METRO FM

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KFM 94.5 METRO FM

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MFM 92.6

THE DRIVE SHOW

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THE ROGER GOODE SHOW 947 DRIVE WITH THANDO KAYA DRIVE WITH SIZWE THE FLASH DRIVE WITH CARL WASTIE THE TOUCH DOWN

BREAKFAST SHOW PRESENTER

CAMPUS STATION

TUKS FM 107.2

5FM

TUKS FM DRIVE WITH LEBO SEPENG TUKS FM DRIVE WITH JODELL TANTIJ TUKS FM DRIVE WITH TSHEPANG MOJI THE ULTIMATE DRIVE TIME EXPERIENCE

CAMPUS STATION

PRESENTER

PUKFM 93.6

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TUKS FM 107.2

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COMMUNITY STATION

SHOW

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THE JOY RIDE

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PBS STATION

PRESENTER

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LOTUS FM

O’NEIL NAIR AND SHAASTRA NAGESAR

LESEDI FM

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LOTUS FM

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COMMERCIAL STATION

PRESENTER

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SHOW

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567 CAPETALK

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HOT 102.7 FM

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KFM 94.5

BREAKFAST SHOW CAMPUS STATION TUKS FM 107.2 TUKS FM 107.2

TUKS FM 107.2 UJFM 95.4

SHOW THE BIG CHIEF ON BREAKFAST TUKS FM BREAKFAST WITH KIRSTEN DICKINSON TUKS FM WEEKEND BREAKFAST WITH VENITA UJFM BREAKFAST SHOW

VOW FM

THE MAINSWITCH

COMMUNITY STATION

SHOW

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THE WEEKEND WAKEUP

FINE MUSIC RADIO

CLASSIC BREAKFAST

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ANELE AND THE CLUB ON 947 THE BIG BREAKFAST SHOW JOBURG’S HOTTEST BREAKFAST SHOW BREAKFAST WITH MARTIN BESTER KFM MORNINGS WITH DARREN, SHERLIN AND SIBS

BEST INTERNET RADIO SHOW COMBINED STATION SHOW CHANNEL AFRICA

AFRICA @PLAY

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THE LUNCH TIME FIX

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KAYA BIZ WITH GUGULETHU MFUPHI THE YOUFM BUSINESS HOUR WITH TUMISANG NDLOVU

T H E M E D I A I 33

COMMUNITY PROJECT CAMPUS STATION TSHWANE FM TUKS FM 107.2

YOUTH AND GOLF DAY (SPORT’S CENTRE WITH LLOYD) TUKS FM PRIDE PRETORIA TUKS FM THE VOICE

TUKS FM 107.2

TUKS FM UP GIVING DAY

COMMUNITY STATION

PROJECT

FINE MUSIC RADIO HELDERBERGFM IZWI LOMZANZI FM

PROJECT

LIGWALAGWALA FM

EMARENKINI CLOSING WOMEN’S MONTH 2022

LOTUS FM

BREAKFAST EXPRESS MAKING LIVES BETTER

PROJECT

TUKS FM 107.2

BUSH RADIO 89.5 FM

PBS STATION

#PUSHFORWARD #16DAYS OUTSIDE BROADCAST SOIL FOR LIFE SILVER HAIR IS SOLID GOLD / SILWER HARE IS GOUD WERD IZWA UMEHLUKO

UKHOZI FM GBV365 KUQALA NGAMI SAKHA ISIZWE ESINGAHLUKUMEZI UKHOZI FM LUYANAKEKELA - FLOOD RELIEF PROGRAM

UKHOZI FM

UKHOZI FM

COMMERCIAL STATION

PROJECT

5FM

HERITAGE TOUR (5 DRIVE)

702

DAVID SEJOBE CYCLING TO VENDA

947

TRUCK OF LOVE

947

HELP MY MOMMY

CONTENT PRODUCER CAMPUS AND COMMUNITY COMBINED STATION

SHOW

PRODUCER

BUSH RADIO 89.5 FM

THE MORNING CRUISE

JAMIE FREDRICKS

EKURHULENI FM

THE SUNSET DRIVE SPONSORED BY CARNIVAL CITY

KAREN AUGUSTA

TUKS FM 107.2

THE TUKS FM SEX SHOW

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TUKS FM 107.2

TUKS FM DRIVE WITH JODELL TANTIJ

JODELL TANTIJ

TSHWANE FM

THE FIRST WAVE WITH KAGISO LLOYD

FREDDIE G MADISE

VOW FM

THE SPORTS HUB

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PBS STATION

SHOW

PRODUCER

LOTUS FM

THE BREAKFAST EXPRESS

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RADIO 2000

LIFE, LOVE AND ALL

NTOSH NTLOKWANA

SAFM

UPDATE@NOON

ASANDA NTAME

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TRUBREAKFAST

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COMMERCIAL STATION

SHOW

PRODUCER

5FM

5 LUNCH

LESHABE M RAMPEDI

GOOD HOPE FM

THE HIT 30

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THE FLASH DRIVE WITH CARL WASTIE

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OFM

THE GOOD MORNING BREAKFAST

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OFM

THE JOY RIDE

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DAYTIME SHOW CAMPUS STATION

SHOW

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COMMERCIAL STATION

SHOW

702

THE MIDDAY REPORT

947

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THE MARK PILGRIM SHOW

KAYA 959

THE BEST T IN THE CITY

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COMMUNITY STATION

SHOW

FINE MUSIC RADIO

BOOKCHOICE

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IN THE ZONE WITH VANESSA BOURNE

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THE LUNCH TIME FIX

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SHOW

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COMBINED STATION

SHOW

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THE ROYAL PLAYGROUND

702

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NKOSIKHONA MALINGA-MNISI

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TEL KO M RAD I O AWA R DS W I NNE R S

MULTI-CHANNEL PROMOTION

COMMERCIAL STATION

SHOW

COMBINED STATION

SHOW

5FM

THE ROGER GOODE SHOW

947

947 SCHOOL INVASION

GOOD HOPE FM

THE HIT 30

MARAWA SPORTS WORLDWIDE ON 947 KFM BEST OF THE CAPE AWARDS

HEART FM

UKHOZI FM

IZIBONGO ZOKHOZI FM

POWER 98.7

UKHOZI FM

LINGISA UMSAKAZI WOKHOZI FM

947 KFM 94.5

MUSIC SHOW

METRO FM

THE MOVE WITH LUNGA SINGAMA SOUNDS AND STUFF LIKE THAT POWER EXPERIENCE

NEWS AND ACTUALITY SHOW CAMPUS AND COMMUNITY COMBINED STATION

SHOW

CAMPUS STATION

SHOW

TUKS FM 107.2

INDIE ALT

ALEX FM

CENTRAL NEWS REPORTER

TUKS FM 107.2

TUKS FM HIP-HOP SHOW

INANDA 88.4FM

IZWE NEZALO

TUKS FM 107.2

TUKS FM TOP 40

MFM 92.6

SIYAKHULALIVE

VOW FM

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RADIO KHWEZI

AMABALENGWE

VOW FM

RECRUITMENT AGENCY WITH KABZA

RADIO KHWEZI RADIO KHWEZI

COMMUNITY STATION

SHOW

FINE MUSIC RADIO

FMR AT THE MOVIES

HELDERBERGFM

HFM TOP 30

HELDERBERGFM

SAKHA ISIZWE WITH SAZISO DLAMINI SAKHA ISIZWE- ALCOHOL CONSUMPTION AWARENESS

PBS STATION

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36 I T H E M E D I A

702

702 DRIVE WITH JOHN PERLMAN THE CLEMENT MANYATHELA SHOW

HOT 102.7 FM

JOURNEY TO K2

HOT 102.7 FM

THE BULLY CHAIN

RISE FM

RISEFMIN60MINUTES

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Yearbook

Technology + the human touch It’s a question of balance Explore the future with The Media Yearbook 2024

Tarin-Lee Watts c: +27(0) 79 504 7729 e: twatts@themediaonline.co.za

NEWS BULLETIN READER

NIGHT-TIME SHOW

CAMPUS STATION

PRESENTER

CAMPUS STATION

SHOW

TUKS FM 107.2

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TUKS FM 107.2

THE TUKS FM SEX SHOW

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RECRUITMENT AGENCY WITH KABZA

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PRESENTER

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SHOW

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NKOSIKHONA MALINGA MNISI

TYGERBERG 104FM

NUWEHOOGTES

PBS STATION

PRESENTER

PBS STATION

SHOW

LOTUS FM

SARESHEN PILLAY

RADIO 2000

LIFE, LOVE AND ALL

MOTSWEDING FM

DIMAKATSO MOTAUNG

SAFM

LATE NIGHT CONVERSATIONS

RADIO 2000

ONDELA MBANA

UKHOZI FM

IKHWEZI LOKUSA

RSG

VERONIQUE VAN HEYNINGEN

UMHLOBO WENENE FM

UMXHOLO KU MHLOBO

SAFM

ZOLEKA QODASHE

UMHLOBO WENENE FM

UMFULA WOTHANDO

COMMERCIAL STATION

SHOW

COMMERCIAL STATION

PRESENTER

947

THEMBEKILE MROTOTO

CAPRICORN FM

REFILWE MATHEBULA

KAYA 959

KENEILOE HUMA

KAYA 959

NOSIPHO RADEBE

POWER 98.7

NKOSIKHONA MALINGAMNISI

38 I T H E M E D I A

5FM 702 947

THE ROGER GOODE SHOW THE AUBREY MASANGO SHOW DAYBREAK WITH NICK EXPLICIT

METRO FM

THE HUSTLER FIX

METRO FM

LETS TALK ABOUT IT

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TE L K OM R AD I O AWAR D S WINNERS

PODCAST COMBINED STATION

RADIO INNOVATION SHOW

COMBINED STATION

SHOW

5 UNSCRIPTED SEASON 1 DARREN ‘WHACKHEAD’ SIMPSON’S PRANK CALLS

947

SCHOOL INVASION

5FM

5 SENSATION (5 DRIVE)

5FM

MATRIC’S IN ANTARCTICA

TIMESLIVE PODCASTS

BOOTS ON THE GROUND

5FM

LONG DISTANCE LOVE

TIMESLIVE PODCASTS

EUSEBIUS ON TIMESLIVE

KFM 94.5

CHECKERS SIXTY60 BOT

RADIO 2000

BETTER TOGETHER

KFM 94.5

KFM MYSTERY MIC WITH CARL WASTIE

5FM KFM 94.5

PROMOTIONS STUNT/EVENT SPORTS PRESENTER COMBINED STATION

SHOW

702

DAVID SEJOBE CYCLING TO VENDA

947

SCHOOL INVASION

JACARANDA FM KFM 94.5 VOW FM

GOOD MORNING ANGELS GOLF DAY FEEDING OUR FUTURE RADIOTHON VOW FM & METRO FM - WORLD RADIO DAY SIMULCAST

5FM EWN

SHOW

947

ROBERT MARAWA

GOOD HOPE FM

DALIN OLIVER

HOT 102.7 FM

TARA PENNY

JACARANDA FM

XOLA NTSHINGA

METRO FM

ANDILE NCUBE

UKHOZI FM

VICTOR MPHO MOLEFE

SPORTS SHOW

RADIO DOCUMENTARY COMBINED STATION

COMBINED STATION

SHOW MATRICS IN ANTARCTICA (5 DRIVE) INSIDE EWN: MIA LINDEQUE

HOT 102.7 FM

THE BULLY CHAIN

HOT 102.7 FM

JOURNEY TO K2

SMILE 90.4FM

WEDDING IN A WEEK

COMBINED STATION

SHOW

HEART FM

FEINBERG ON FOOTBALL

METRO FM RISE FM

SPORTS NIGHT AMPLIFIED WITH ANDILE MARAWA SPORT WORLDWIDE

SAFM

SPORT ON

VUMA FM

MARAWA SPORT WORLDWIDE

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T H E M E D I A I 39

STATION IMAGING

WEEKEND RADIO SHOW

CAMPUS AND COMMUNITY STATION

CAMPUS STATION

SHOW

KC 107.7 FM

PUKFM 93.6

THE ULTIMATE TURN UP

MEGAZONE BOLLYWOOD

TUKS FM 107.2

MIX FM 93.8 UJFM 95.4

TUKS FM 107.2

VOW FM

PBS STATION IKWEKWEZI FM

TUKS FM WEEKEND AFTERNOONS WITH MATETE TUKS FM WEEKEND BREAKFAST

VOW FM

BREAKFAST PUNCH

VOW FM

RECRUITMENT AGENCY WITH KABZA

VOW FM

VOW FM TOP 30

COMMUNITY STATION

SHOW

LOTUS FM SAFM TRUFM

GROOTFM 90.5

UKHOZI FM

GROOTFM 90.5

COMMERCIAL STATION

GROOTFM 90.5

947 MIX FM 93.8

GOOD HOPE FM HOT 102.7 FM

PRETORIA FM

JACARANDA FM

DIE GROOT 20/ MY TUNES TOP 10 GOSPEL MET JENNIFER MYBURGH SATERDAGMIDDAG MET CHARONIKE THE GLOBAL UNDERGROUND DANCE SHOW KLANKKOERANT NAWEEK WNDK (WAT’S NUUT, DIS KLASSIEK!)

METRO FM

PRETORIA FM

TRAFFIC PRESENTER

PBS STATION

SHOW

LOTUS FM

THE WEEKEND EXPLOSION WITH SHAASTRA

COMBINED STATION

PRESENTER

5FM

YONAKA THELEDI

RSG

RSG SPORT

HOT 107.2 FM

JOHN WALLAND

TRUFM

7 COLOURS

JACARANDA FM

PHILICITY REEKEN

UKHOZI FM

NDABEZINHLE

METRO FM

ROB BYRNE

UKHOZI FM

SIGIYA NGENGOMA

POWER 98.7

REFILOE MATSELA

UMHLOBO WENENE FM

UWFM TOP 20

40 I T H E M E D I A

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TE L K OM R AD I O AWAR D S WINNERS

COMMERCIAL STATION

SHOW

GOOD HOPE FM

THE HIT 30

HEART FM HOT 102.7 FM KFM 94.5 METRO FM METRO FM

BRIGHT STAR INDUCTEES

SUPER SATURDAY WITH JEREMY HARRIS BREAKFAST WITH ROB VEGA KFM TOP 40 WITH CARL WASTIE SOUNDS AND STUFF LIKE THAT WEEKEND BREAKFAST SOUNDS GOOD

CHRIS CHUENE KGOMOTSO MONYAI NELISWA CELE NICK ARCHIBALD

HALL OF FAME INDUCTEES ALVIN PILLAY ANDREW PIKE

MYSTATION – MOST VOTES

KENNY MAISTRY NIC DE JAGER

STATION

NOMTHUNZI VUZA

LESEDI FM

RAY WHITE

RADIO 2000 RSG

STATION MANAGER’S CHOICE

THOBELA FM UKHOZI FM

MYSTATION – MOST LOYAL LISTENERS STATION

STATION

SHOW

947

NONDWE MAQUBELA

JACARANDA FM

GLEN KAPETANOPOULOS

LINK FM

CARON DE CORIOLIS

UKHOZI FM

ZAMANTUNGWA KHUMALO

DISA 95.9 FM GROOTFM 90.5 HOT 107.2 FM PRETORIA FM TUKS FM 107.2

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T H E M E D I A I 41

INCREASING BUSINESS COMPLEXITIES CAN EASILY CHANGE THE PACE OF BUSINESS. PARTNER WITH A TEAM THAT DOESN’T MISS A BEAT. BDO’s Financial Services Audit, Advisory and Technology team.

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