Community radio specialists, The Media Connection, is now representing 99FM, the Namibian radio station that speaks to an upwardly mobile target audience. “99FM is the only radio station in Namibia to cater primarily to the 25 to 34-year-old market segment, LSMs 7 – 9. These are young and upcoming professionals on the verge of earning good salaries and hence a dynamic target audience for advertisers,” says Judy Milne, director of The Media Connection.
The station also caters to a secondary target audience of consumers aged between 17 and 52, LSMs 6 – 10. Its listeners live in various regions including Khomas (45.7%), Erongo (14.3%), North (4Os) (14%), Otjozondjupa (10.6%), Omaheke (5.3%), Hardap (2.7%), Karas (2.6%), Kunene (2.6%) and Caprivi (2.2%).
Research undertaken by 99FM shows that its listeners value news content and the latest music and lifestyle information which they can use to impress their friends or increase their knowledge. “The research also shows that this sophisticated target audience regards a great night out as visiting a trendy restaurant, as opposed to going to a club or a night at the theatre,” says Milne.
99FM listeners are not defined by any particular culture, ethnic group or language, but share the same mindset, interests and values, and being ‘the master of your own destiny’ is the market’s mantra.
“As a result, the 99FM market consists of an eclectic mix of individuals who want to develop, enrich and empower themselves and fellow Namibians to contribute to the economy and society, and to improve life in general through hard work, initiative and dedication,” says Milne.
The station’s Listener Driven Radio enables listeners to input into the compilation of its playlist, through song requests and a voting feature. They also receive notifications via their medium of choice – SMS, email or twitter.