The Advertising Media Association of Southern Africa, AMASA, is a registered Section 21 company, and since its inception as a professional body in 1971, has been at the forefront of media education and training in South Africa.
Initially this took the form of relatively informal monthly gatherings where keynote speakers addressed industry issues in open forum but these gatherings soon became the sounding board for some of the big issues which shaped the commercial media industry in the 70's … the formation of SAARF and AMPS; the readers per copy debate; the Citizen and Info scandal; the emergent market. This role continues today and AMASA meets on a monthly basis to address key industry issues. Recent keynote speakers include Minister Jay Naidoo, Thami Mazwai and Gill Mkhasibe.
As a non-profit making organisation, it is able to interface with other commercial educational organisations such as the AAA School of Advertising, The Boston Media House and the Institute of Marketing Management (IMM), and currently is responsible for the development and examination of the media management modules for these organisations through its member body … and in the case of the two schools, for the actual delivery of lectures and workshops.
One of the primary barriers to this formal activity has been the absence of a textbook on advertising media planning within the South African context. The initiative to produce a quality text book which could be used as the focal point of AMASA endorsed media training courses, culminated in the publishing of "Media Planning - Art or Science?" This textbook, written by media consultant Gordon Muller, is a breakthrough in AMASA's efforts to ensure the quality of media training standards in South Africa.
In an effort to further widen the net and to ensure that media planning in South Africa is well served by young talent from all communities, AMASA has created a number of bursaries over the past years which are made available to deserving students. All profits from advertising and the sale of the book go towards maintaining this bursary fund which is a key focus for AMASA in the new millennium.
Obviously the continued success of AMASA hinges on the existence of a strong and motivated membership. Our members consist of anyone that has an interest in advertising and the media that carry it.
AMASA also organises media planning workshops. These are intensive four-day workshops and are normally held in the Burg, and accommodate approximately 54 delegates.
The AMASA Constitution
1. Aims and objectives
The primary focus of MASA will be on the education of people with an interest in the media, marketing and advertising industry, with a view to improving knowledge and skill in media decision making techniques and their use.
To this end, the aims and objectives will be:- 1.1 To design a syllabus for a MASA media diploma to be taught through approved educational facilities and monitor the quality and progress of these courses on an ongoing basis. MASA to control and maintain lecturing standards.
1.2 To co-operate with other educational institutions in developing and maintaining acceptable standards of media courses.
1.3 To provide an active forum for debate at regular meetings where current media developments will be discussed and challenged. The topics for these debates will be approved by the local chapter (MASA committee).
1.4 To foster communication between members of the industry and encourage social and professional interaction between members, students and educational bodies.
1.5 To offer help and guidance to members on vocational issues within the media, marketing and advertising industry not excluding financial assistance at the discretion of the local chapter.
2. National Executive
2.1 MASA shall form a national executive body which will consist of two representtives from members of local chapter committees, and a National Chairman.
2.2 This executive will be elected on the basis of the following:
a) The Chairman and Deputy Chairman of each local chapter
b) Each National committee member must nominate an alternative member who must be a member of that local chapters committee. Who shall attend in the absence of that committee member
c) Notwithstanding the above, not more than one member of any company shall be represented on the National committee
d) The executive of the national body shall serve a maximum of three consecutive years in office.
2.3 The national body shall meet at lease three times annually to discuss matters of mutual interest. The venue for each meeting will move sequentially to each local chapters base and the Chair shall rotate accordingly.
2.4 The function of the national executive will be
2.4.1 To assist in the development of MASA as an educational organisation
2.4.2 To monitor the progress of local chapters and ensure that they operate within 'the aims and objectives' of the organisation.
2.5 Approve and support the formation of MASA chapters
2.6 To support the local chapters
2.7 Set the syllabus for the MASA Media Diploma course.
2.8 Approve the text books used in its media syllabus.
2.9 Approve educational institutions entrusted with the teaching of its media course. Set the national exam for the MASA Media Diploma. The registered office of the national executive will be in Johannesburg. The income from chapter membership and functions will accrue to each individual chapter. The income from the National executive shall accrue to the National executive body. The expenses of the national executive shall be apportioned according to the membership of each chapter.
3. Chapter Committee
MASA Chapters will be managed by a committee. This committee should be comprised of members of the association duly elected at a properly constituted Annual General Meeting.
The local committee shall consist of no less than 7 members and no more than 12 members, elected at the Annual General Meeting. An ideal committee should consist of Media Owners, Ad Agency Media Representative / Media independents and Marketers.
The MASA committee shall elect the following office bearers after each Annual General Meeting:
Chairman Vice Chairman Secretary Treasurer
The Chairman shall serve for a maximum of 3 consecutive years. The retiring Chairman will automatically remain a member of the Committee until the next Annual General Meeting. This to ensure continuity within the executive body. The Committee in office may confer honorary membership to individuals who have shown extraordinary commitment to the broad development of media skills.
A working affiliation shall be sought with other bodies concerned with media, advertising and marketing, locally and internationally.
5. Subscriptions, Fees and Financial Year
The local committee will be responsible for setting membership fees for each year. The financial year will run between 1 March and 28 February. Subscriptions are due on 1 March each year.
The local committee will adhere to accepted accounting practice as laid out in the rules relating to the operation of a Schedule 21 company.
Ordinary meetings of members of MASA will be held at such times and place as the local committee decides. Annual General Meeting will be held as soon as possible after the end of each year. A quorum will be formed if 60% of the committee and 10% of the general membership is present at such a meeting. Committee meetings will be held on a monthly basis, or more frequently if necessary. A quorum will be formed when 60% are present. Nominations for the local committee must be submitted three weeks prior to the Annual General Meeting or at an Extraordinary General Meeting. Voting will be by a 'simple' majority. Proxies will be allowed.
8. Amendments of the constitution
Proposed amendments to the constitution can only be carried by a vote of a least 70% of those members present at the Annual General Meeting.