22. 12. 2011
INTRODUCTION - JANUARY
We have celebrated RAB Serbia’s first birthday. The atmosphere was just perfect for radio people - friendly, pleasant and with a lot of members, colleagues from Croatia, representatives of marketing agencies, IREX Serbia and all those who had helped and supported RAB.
I am so proud to be the first president of RAB Serbia, and we already have many accomplishments, as well as ambitious plans for the next year.
At the time everyone is talking about economic crisis I am sure that radio will find its place and use its chance when many clients are cutting down their advertising budgets. They can chose radio as beloved and powerful media, much more affordable than other media.
Before his departure from Serbia Rich McClear has toasted RAB Serbia and wished us a lot of success, and told us not to be afraid of the crisis, that radio has been dismissed so many times before, but it had survived everything.
RAB Serbia has a new member of its Board because Marina Paunovic has become CoP of IREX Serbia, and Zorana Djokic, media buyer from marketing agency Direct Media, has replaced her in the Board. I am sure she will contribute to developing even better connections between radio and marketing agencies because we all have the same goals – satisfied clients and good ads.
At this moment, while I am looking at the results I am happy to say that almost 85% of people listen to radio daily, and most of them (82.3%) listen to the radio in their homes, through FM 61.5% and 24.4% on the Internet. The fact that 40.7% of those who took part in this survey listen to radio more than 180 minutes per day proves how much radio is loved and listened to. You have to admit that we can really be proud of these results!
Radio is second on the list of the most popular media, and 94.6% say that they are listening to the radio because of music, only 2.5% because of news, and 1.3% because of sport. It is interesting that listeners do not really care whether it is male or female radio host 71.3%). Women prefer male hosts and there is no significant difference with male listeners.
It is often said that listeners change the frequency because of the commercials. Our survey shows that listeners most often “leave” radio stations because of too much talk (41.3%). Second place goes to commercials (19.7%) but very close is music (19.3%). It is certain that this is one of the best indicators that commercials are not problematic and that listeners do not run away from them, but too much talk and poor music choice most certainly give opportunity to listeners to change the radio station.
I am sure you will study the tables carefully and that they will be very useful when creating strategy for program and sails.
I wish you all happy and successful 2012.
I wish for radio to reach a better position among other media and for RAB Serbia I wish to show the power of radio through new researches and constant promotions.
I wish you all a lot of commercials and financial success, I wish you the one thing we always say – for your radio station being the first in your listeners' hearts.
There is a lot of work ahead of us, but we must not forget the most important – we must stay TOGETHER and fight for the same goals, like we did in 2011. For RAB Serbia I wish many new members.
Good luck, with a smile and huge optimism into the new 2012!
Love,
Yours Maja