Last weekend's Sunday Times newspaper (22nd June 2008) was a triumph for Jacaranda 94.2, when it revealed that the station currently attracts 28% of Gauteng's most wealthy radio listeners, making it the second most listened to radio station by this highly desirable target audience.
Jacaranda 94.2 CEO Alan Khan explains: “There's no one thing that we are doing to increase the levels of affluent listeners in Gauteng. Rather, it's a combination of planned, researched and relevant interventions that allow us to offer our clients a quality audience.”
Delving a little deeper, one of the key reasons the station has struck such a chord with this affluent sector of the market is the station's clear focus on its core market, and as such, its development of strategic plans that are always designed to meet the needs of the market.
Khan explains: “All our endeavours are designed to appeal to a certain mindset. For example, one of our most recent competitions saw us send one lucky listener to Cape Town to spend R 10 000 at Jimmy Choo.“
“We are also extremely strategic in the events that we choose to partner with. These include the InniBOS and Deuriemikke festivals, as well as the Queen, Saturday Night Fever and the much-anticipated Beauty and the Beast productions - all of which are chosen for their ability to meet our objectives.”
Khan says that overall, Jacaranda 94.2 is adapting to a changing community with different needs from a decade ago. “Our evolution from a traditional radio station to a multimedia company is helping us appeal to the modern digital-savvy consumer.
“We intend to maintain and build on this by following our strategies and focusing on the strengths that are our key drivers. Therefore, we have made the intentional decision to be selective over the events we collaborate with. We have committed ourselves to be a consistent ‘research-rich', company. We are flexible enough to implement changes to our plans within 48 hours and we are proud of the talented, dynamic and may I say, highly intelligent team that we have at Jacaranda 94.2!” comments Khan.
*Jacaranda 94.2 is currently South Africa's largest independent radio station attracting a past seven days' audience of 2.6-million listeners. (Source - RAMS 2008:2)
Visit our PRESS OFFICE: South Africa's largest independent radio station Jacaranda's 94.2 is already famous for commanding a whopping 2.6-million listeners, who loyally tune into to hear Life's Greatest Hits day after day. But now there's even more reason to sit up and listen to what the station has to say...- more....
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