In 1922 Thomas Edison said, “the radio craze will die out in time.” OK, so that wasn’t quite true. But then again, are any of these two statements true either? “Radio – the frequency medium”; “Radio – the theatre of the mind”. Ja, boring, heard it before. I can honestly say that neither really applies in the South African context. Sure, if we lived in an ideal world both clichés might hold true. But we don’t. And without doubt radio is recognised as the one medium where South Africa has always under-delivered creatively and conceptually.
On the local radio scene, while ownership has certainly chopped and changed, the absolute non-event of the media decade was the launch of community radio stations by the dozen. Perhaps the most noticeable result of it all were dramatic increases in the price of using the medium. Rate increases levelled off for a while, but then accelerated again:
Rate Increases
(Source: MIW – Aug 2004)
’95 on ’94
Radio: 21.8
All Media: 13.6
’96 on ’95
Radio: 22.3
All Media: 12.7
’97 on ’96
Radio: 28.5
All Media: 13.2
’98 on ’97
Radio: 35.4
All Media: 14.1
’99 on ’98
Radio: 22.3
All Media: 11.6
’00 on ’99
Radio: 16.8
All Media: 8.3
’01 on ’00
Radio: 11.4
All Media: 10.2
’02 on ’01
Radio: 8.8
All Media: 4.7
’03 on ’02
Radio: 15.3
All Media: 5.7
’04 on ’03 (Jan to June)
Radio: 16.3
All Media: 7.4
Clearly radio has outstripped all other media by a mile when it comes to rate increases. This is the price one pays for privatisation – where the motive is not that of a public broadcaster any longer, but on sale transforms into that of a business investor. Couple this thought to the historic under-valuing of the radio audience and the increases can be understood, if not appreciated.
So the rate increases have understandably put paid to the theory of radio being the frequency medium. Whilst true in theory, practically you would need very deep pockets to still be able to utilise the medium in this way.
And theatre of the mind? Well, maybe, but in advertising terms the theatre is a pretty empty house. Too often radio is treated as an afterthought, as a means to communicate the TV advert sans the picture. There is a preoccupation with 30’spots – seldom long enough to engage, convince or entertain the listener and entrench the ad concept. Stations are willing, in the main, to accommodate novel and exciting concepts – agencies just don’t push the envelope often enough.
So the status quo on radio? In my opinion, there’s a big opportunity to realise the medium’s full potential. The PBS stations generate huge numbers, and despite the steep rate increases still deliver them at amazingly good value to advertisers. Other stations deliver targeted audiences – demographically or geographically to suit the advertiser. The medium is intrusive by nature, and embraced as a “friend” by consumers. Listenership is habitual, and incredibly loyal.
With all this going for the medium, I have no doubt that the radio craze, contrary to Edison’s prediction some 80 odd years ago, will be with us for a long time to come. How can a medium that generated legendary programming like Squad Cars and Pick-A-Box, and created icons and role models for us all, ever die off? And more to the point, what could replace it in our lives?
Harry Herber is group managing director of The MediaShop