oa Journal of Marketing - Why radio is celebrating the power crisis : opinion



As 2008 steamrolls ahead, most of us have come to accept that Eskom's power outages are a reality and here to stay. The question advertisers and marketers are asking is clearly, how are the outages impacting on the various media types and the way they have traditionally been consumed? Now that our industry is beyond the initial stages of shock and denial regarding the electricity crisis, the next step is attempting to evaluate and understand the effect it is having on media consumption, and adapting the media schedule accordingly. So which media types are dealing with a negative impact versus those who may be enjoying an increase in audience, frequency, or even time?


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