“It’s time for radio stations to realise that rather than competing with each other, the time for collaboration and co-opetition is now” says Gibson.
The RAB was re-launched under Gibson, former marketing manager of radio sales house RadMark, on 5 January. The bureau represents 33 radio stations including the 17 SABC stations, Primedia Broadcasting’s four stations, the two Kagiso Media stations, the two AME stations as well as Classic FM, YFM, Kaya FM 95.9, Gagasi 99.5, Heart 104.9FM, MPower, Capricorn and North West FM. The RAB also represents the community radio stations.
Says Gibson, “The primary aim of the RAB is to assist advertising and media agencies with knowledge and tools to ensure the most effective and creative use of the medium.”
Gibson’s plan includes the launch of the target=”_blank” href=”http://www.rab.co.za”RAB’s website!_LT_/a, which will go live at the end of February. “The website will be very interactive. It will also include local case studies on various radio stations and a ‘Creative Corner’ where agencies can send and access some of SA’s best radio ads. We aim to provide advertisers and advertising agencies with whatever information they require to prove that radio delivers solid ROI (return on investment).”
The monthly industry newsletter, RAB Connect, includes local radio case studies, media planning tools, the latest industry news and reviews.
In the next three years, the RAB also plans to establish a radio academy in order to assist with the training and development of upcoming talent.