oa Journal of Marketing - Lance Rothschild - radio - very much alive : 5 strong voices
Despite the multitude of predictions that personal media (iPods, etc.) will displace radio, despite the many opinions expressed on the demise of the effectiveness of radio, and despite many speculative articles rationalising the future death of radio, the medium continues to retain its position and attract an audience. Radio has withstood many challenges, each one hailed as the potential end of the medium, yet today it is still one of the broadest-reaching media in South Africa and a vital part of the overall media mix in any advertising campaign. Irrespective of the priority accorded radio in the overall media mix within a particular advertising strategy, radio is the one medium that can provide the pivot point of any campaign.
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