In times of crisis, we draw on strengths we never knew we had, and discover the true meaning of loyalty. Many stories are emerging, both at home and abroad, about acts of kindness and the power of community. Fine Music Radio (FMR) is humbled and grateful that we too have an evolving good news story.
As a community radio station, FMR receives no funding or government grants and, understandably, the Covid-19 crisis has forced many of our advertisers to cease trading. Therefore, at the beginning of lockdown, we turned to our listeners and asked for their help.
The response: Since early April 2020 Fine Music Radio’s listeners have donated R800 000 towards helping the station survive the catastrophic loss of advertising revenue. That figure is growing, by July it should reach R1 million!
“Unprecedented” has become the buzzword when describing the pandemic, however we’re grateful it can now be used in a positive context. We believe this display of audience loyalty is unprecedented in the history of broadcasting in South Africa.
We are deeply grateful to our listeners and share this story only to demonstrate the value our station has in their lives. As the only classical and jazz music station in the Western Cape, we are peerless, and clearly our listeners also fall into this category.
Surely, as potential advertisers and marketers you need to expose your products and services to this quality audience?
Who are these listeners with open hearts and pockets? According to BrandMapp 2020 audience research, FMR has approximately 113 000 listeners in Cape Town. They are the crème de la crème: highly educated and wealthy… professional people, company CEO’s, IT specialists, people who own their own companies… and people who appreciate the finer things in life. There is a roughly even split of male and female listeners, and a 60 / 40 split between English and Afrikaans speakers respectively. Around one third of listeners are under the age of 45. A further third is between 45 and 65. The final third is over the age of 65.
