The GMA Festive Edition concluded on 24 December 2008, with the GMA New Year's Edition commencing on 19 January. The final show will take place on Jacaranda 94.2's Breakfast Show on Friday 30 January and then will return to normal as from February and continue running every Wednesday morning for the remainder of the year.
“In light of the extremely tight marketing budgets currently faced by many clients and advertisers, a ‘Feel Good' advertising environment initiative gives brands a boost with the on-air mentions. GMA is not a money-making initiative but a CSI programme,” explains Warren Bedil, commercial sales manager for Jacaranda FM.
“Jacaranda 94.2 [has] an ongoing drive to give back to the community through existing projects like GMA and Pay Your Bills, but in light of the recession, we have decided to extend the gift of the giving season into the New Year, to try make our listeners' lives a little easier through these trying times.”
Bedil adds that “over the years, GMA has followed a very successful formula and therefore the mechanics of the GMA New Year's Edition will be no different to GMA Festive Edition. All it means is that our loyal Jacaranda 94.2 listeners will continue to enjoy Christmas in the New Year.
“Although GMA has no direct commercial benefit to the station, any brand that comes onboard will see huge value through its involvement with, and contribution to uplifting the Jacaranda 94.2 community. For example, Vodacom has been involved with GMA Festive Edition for the past two years and is also the headline sponsor of GMA New Year's Edition.”
