GAP IN THE AUSTRALIAN MARKET: OUR OPPORTUNITY
CMAA member organisations pride themselves on making a positive impact in the lives of their audience. While 1 million Australians tune into our radio stations every week, what impact are we having in creative positive content for our audiences in the digital space?
Organisations like Mamamia, News.com.au, Kidspot, Southern Cross Austereo etc are all making content for their audiences in the digital space, and making millions of dollars in revenue. Spending on digital advertising is the fastest growing segment in how businesses are spending their advertising dollars.
There are two main opportunities for CMAA member stations to make in the current market place.
1. CLEAN & POSITIVE CONTENT
While our audiences can currently tune into our radio stations and feel safe about the content they will hear, there is no media in Australia creating a safe space in the digital world – content our audience will want to engage with, but clean and positive.
2. COMMERCIAL DIGITAL REVENUE
Community radio stations in Australia are limited to 5 minutes on-air advertising per hour. This greatly limits the income and growth potential of these stations. These conditions however, only apply to the radio broadcast – there is no limit on how much revenue these stations can generate in the digital space.
WHAT WEBSITE CONTENT MAINSTREAM MEDIA ARE ADVERTISING ON SOCIAL MEDIA
A quick snapshot at just some of the website content mainstream Australian media are promoting on Facebook each day. They are targeting the same female skewed 30’s audience that many of us are targeting so it’s likely that many of your audience members see this content on their Newsfeed every day.
OUR AUDIENCE TELLS US THEY WANT POSITIVE WEBSITE CONTENT
We’re currently helping build other brands by sending thousands of our fans to external websites every month.
Here is a snapshot of some recent website links on our Facebook pages, and the number of people who clicked on the link. Imagine if we had this content on our websites and sent these people to our websites?
HOPE MEDIA SYDNEY
SONSHINE FM PERTH
VISION RADIO NETWORK
LIFE FM ADELAIDE