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African commercial broadcasters "shooting in the dark"
According to a delegate at the recent Pamro (Pan-African Media Research Organisation) conference held in Nairobi, advertisers are "shooting in the dark". He was referring to the dire lack of credible, up-to-date research done on audiences across the continent as a whole.
For a more in-depth report on what was said at the PAMRO conference, read Tony Koenderman's article on the Financial Mail website.
Source: Financial Mail
