Chris Day, founder of Moving Tactics, will remain a shareholder and becomes sales and marketing director. His nine years at the helm has given him indispensable knowledge of the student market. "I believe by joining the Primedia stable we are creating a formidable 'Campus Media' offering," he says, "one that will not only outperform all existing offerings, but also give media planners access to the turn key solution they've been waiting for."
The business owns several advertising platforms that address students at the top 30 universities and technikons, reaching in excess of 80% of the total student audience within South Africa.
"We intend to establish Primedia Campus Media as the leader in the student market advertising environment," says managing director Terence Marsh. "This is a highly strategic demographic, that will grow over time in both influence and disposable income. Primedia Campus Media allows marketers access to the country's future business, political, and social leaders."
With many tertiary institutions merged under consolidated regional brands, Primedia Campus Media will target students in their areas of convergence - cafeterias, canteens and lifestyle centres.
"Primedia Limited's advertising expertise, media understanding, infrastructure and considerable resources will enable Primedia Campus Media to create innovative and focused media products," explains Marsh. "The strategic use of scrolling display units, traditional outdoor billboard media as well as interactive promotions bolstered by campus radio will allow marketers direct communication with this audience in an uncluttered manner outside of traditional media time."
Says William Kirsh, CEO Primedia Limited, "As South Africa's most diversified media company, this acquisition further adds to the vast cross section of market segments that we cover. This acquisition moreover enables us now to target this very valuable tertiary student demographic and I have no doubt that our expertise will make this sector more highly sought after by advertisers."
