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Campus radio stations gain listeners

14 Jul 2011

Between the April and June 2011 RAMS release periods, six of the radio stations affiliated with Campus Media have shown substantial increases in their listenership; 26 000 to 37 000 for Tshwane FM, Inanda 102 000 to 136 000 and UCT, UJFM, Kovsie FM and Rhodes also showing growth. Tuks, Tuts and BayFM had no change in listenership, showing a stable pattern between the two release periods.

Campus Media's partnership with sixteen of the leading campus stations is part of its on-going strategy in the audio-visual media space, complemented by its Campus TV offering.

"We work closely with each station, forming a client-centric team, which is able to tailor campaigns to suit clients' audience needs. Options include live reads, promos and DJ endorsements for national and region-specific campaigns. Our partnered stations offer us access to over 600 000 listeners, according to the latest results released by RAMS," says Jenny McLean, AV specialist at Campus Media.

Increased engagement with the community

Thandeka Msani, station manager at Inanda FM in Durban attributes its increase in listenership to increased engagement with the community it serves. It has also recruited producers from the community and trained them for effective programming. It remains in tune with the pulse of the community, of which 18-24 listeners constitute almost half of the listener base.

Station manager at Tshwane FM, Jeremy Thorpe, stated the station has recovered with an 11 000 increase, following its drop in listenership, after it changed its name and rebranded late last year. Furthermore, it has resolved signal problems, which had also led to an initial loss of listeners.