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Yearbook Jan 2019

22 yearbook 2019 Radio international as well as posting these results on the station website), the station is in a better position to introduce changes suggested by audience members themselves. “You told us you wanted more twofers, so starting this weekend, it’s Classic Rock Blocks…” Data doesn’t have to be off-putting or intimidating. Used wisely, it can provide a sense of inclusion and insight for staff, clients, and listeners. Data taking centre stage You may think you don’t have a good head for numbers, but the fact is that data is going to become an increasingly important part of succeeding in the media business – and other professions. For example, at last year’s NAB Show in Las Vegas, there was a different vibe in the Encore, Wynn, and sessions at the convention centre. Data took centre stage, becoming the most-discussed topic at broadcasting’s biggest annual gathering. In panels, suites, bars, and meeting rooms, data emerged as an important and timely four-letter word. And to that point, data analysts could become as essential to media companies as content creators. Using data to better understand the audience and advertisers is as fundamental as it gets. Now, thanks to artificial intelligence (AI), data is becoming better organised, useful, and predictive. This is where the auto industry is headed, with just about every major manufacturer now tasking its management teams with developing viable data strategies. For too many years, car makers simply sold their vehicles and watched them roll out of the dealership. Except for oil changes and maintenance, they have failed to cash in on their cars and trucks once they’re sold. Radio broadcasters, of course, have been the main beneficiaries of the car radios installed in millions of dashboards. Without paying a fee, car makers have dutifully included a radio in every car they manufacture, despite the fact they cannot monetise it themselves. And that’s why their view of data, scale, and profits after the sale is rapidly morphing. They have metrics coming out their tail pipes – from the radio stations people punch in and out of to the windshield wiper speeds drivers use. They know where we are, when we commute to and from work, where and when we stop for coffee, and our favourite bar on Friday night. Their ability to use the metrics from their cars – where people are located, where they work and play, when they change radio stations, and virtually everything else consumers do in their vehicles – is trackable and measurable. But they’re not yet sure how to use that data. That’s why they’re working hard and spending millions to crack their own data codes. Once models are developed, car makers will package and monetise all that data. And that’s when things will get interesting. Learning about data, and how it impacts peoples’ roles inside a radio station or a media company is rapidly becoming an important pursuit. It starts with demystifying the data, and working as teams to best deploy and use it. It’s a numbers game. ESTABLISHED IN 1997 Broadcasting from East London to the Eastern Cape on 97.1 FM and 92.1 FM You can also nd us on: · DStv music channel 875 - Sub-Saharan Africa · Streaming on www.linkfm.co.za good clean radio OFFICE PHONE: 043 711 4900 WEBSITE: www.linkfm.co.za EMAIL: sales@linkfm.co.za


Yearbook Jan 2019
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