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Why do media buyers/strategists and PR & marketing agencies ignore community media??

6 Sep 2011 11:373 commentsBizLike
Media buyers and PR and marketing agencies seem to ignore community media (TV, radio, Print), even though SAARF stats proves success.
Why Do Media Buyers Ignore Community Media??

Community media is big in South Africa. Most have big number of viewers or listeners. Unfortunately the government also does not support Community media in this country. The funny thing is some of these stations have over a million dedicated viewers and Media Agencies seem to ignore those facts.

eg, Cape Town TV Viewership - 1,2 million viewers a month AND ONLY IN CAPE TOWN, Soweto TV is also above that too. IGAGASI FM ( wow)

Can someone from Media Agencies or PR & Marketing companies Answer this question.Why Do Media Buyers/ Strategists and PR & Marketing Agencies Ignore Community Media??
Forum created by Penuel Sibiya
 
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Brehndan Botha
In my experience, media and PR agencies find that to be too much hard work. It's easier to work with the media marketing agencies/groups like Radmark, SABC, etc... because they can produce reach and frequency reports at the drop of a hat for a wide range of titles and programmes in their stable at the push of a button. To work with a range of independent stations and titles requires more time on the phone, more relationships to manage and more data to crunch and collate. In short, too much hard work for something that clients don't cover the hours for, but expect anyway. Wrong in terms of proper communication strategy, but sadly true. Posted on 13 Sep 2011 11:01
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Ntsoaki Shoeshoe Qhu
Penual, unfortunately Brehndan could not be more right. The reality sometimes is that Community Media is so disorganised and the level of prefessionalism is so low.

With organisations like the MDDA and ABC Ulwazi trying to empower these medium, perhaps we may a see a shift.

But I fully agree with you. Community Media offers a grand opportunity at a fraction of a cost compared to other mediums. Posted on 21 Sep 2011 17:12
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Fumanekile Wisani
I fully agree with Ntsoaki, community media lacks professionalism. The other reason is the infighting within community media that scares media buyers.

As much as these stations have a large stake of viewership, media buyers also look at the target market of the station. 1. Is the targeted group economical active. 2. Content of the programs Posted on 2 Oct 2011 09:53
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