The Global Market: The 14 per cent medium

Brian T Sturgess

History, present situation and future prospects of radio as an advertising medium in South Africa. Its low cost and flexibility give radio significant advantages in that country.

The 14 per cent medium

Radio's low cost and flexibility have made it one of South Africa's more important media

Brian Sturgess

Radio, a Cinderella medium in many overregulated developed markets, is offering many exciting opportunities to advertisers and investors in the emerging markets. The reasons are almost obvious. Radio is cheap both to transmit and to receive compared with television. This allows full geographic coverage to be achieved at a much lower programming and distribution cost per potential listener. The medium is flexible enough to cater at the same time for large mainly rural regions with diverse language groups...

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