Allow me to respond to the comments made by Meddie Mayanja.
There is no doubt that a radio station requires devoted and appreciative
listeners. However, the existence of such listeners offer no guaranty
that the station will be able to sell on-air advertising to support
their operation. Advertisers will assess the demographics of the
audience with specific attention to purchasing potentials and
intentions. If there is no proven evidence that the target group of
listener have the money and the intention to buy the advertised product,
there is no sale.
The problem is an almost total lack of radio marketing expertise. It
takes a large amount of well-honed innovative skill in marketing to find
a potential advertiser and the formula which would prompt this business
to sign up.
Radio programmers and sales reps exist in two totally different worlds.
The communication between these groups is usually strained and laden
with complaints against each others. It is a difficult task to get the
message accepted that the survival and success of the station depend on
mutual respect and collaboration.
Concerning Internet access, the cost of operation should be met through
the marketing of services provided. It is a matter of researching and
finding what type of services would appeal to users that they would be
willing to pay for it. Depending on cultural norms and restrictions
personal ads tend to carry some universal appeal world-wide. Local and
regional barters and auctions could also generate substantial revenues.
The issue is marketing or reliance on the good will of donors.
Dr Sigmund de Janos, Senior Consultant
Website: http://members.home.net/dejanos/webdoc11.htm
Telephone: 613-731-3461 Fax: 613-731-3286
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