Johannesburg: Mix93.8FM will bring seasoned broadcaster Samantha Lehoko to its lineup next month. Samantha steps into weekday mid-mornings from August with a brand new show The Morning Wave.
Lehoko’s show replaces Lundi Khoisan’s popular Morning Shot, hosted by Lundi Khoisan, between 9 and 11 am from 1 August. Khoisan leaves the station at the end of July to pursue personal career growth opportunities.
Sanele Mlotana, programme manager of Mix93.8FM said: “While it’s with heartsore that we bid Lundi farewell, it is with equal excitement that Samantha joins the weekday lineup. Daytime radio is a companion to listeners in the workplace and today, in a hybrid or work-from-home environment, even more so. We have seen music and magazine-based shows like the Morning Shot soar in popularity.”
Mlotana does not doubt that Lehoko’s new show will build on a strong foundation. She said: “Samantha’s experience as a life coach and enquiring demeanour promises to deliver daily content that entertains, informs and shares. It’s radio, at its very best as a companion, best friend and confidant.”
Said Lehoko: “Joining one of the country’s fastest growing stations is really exciting. But the enticing part is getting to know the listeners, and building relationships with them. Radio is personal, and what I absolutely love about Mix’s format is the creative freedom that the station gives its presenters. It’s a big part of the success and the legend that the station has become. I plan to build useful, enjoyable and snackable content that delivers daily-life value, hacks and good music. Everything listeners would expect from Mix.”
About Samantha Lehoko
Eastern Cape born Samantha Lehoko found her passion for entertainment and the performing arts at 13.
She honed her radio skills on UCT’s campus radio, hosting a myriad of shows and keeping audiences glued to their speakers. From taking Dramatic Arts as an 8th subject in high school to, in tertiary, studying Ethics, Anthropology, Language and Communication, to English and Sociology, Sam has managed to use her knowledge and experiences, and channel them towards the media and broadcasting industry.
YFM caught hold of Samantha in 2014 and found exactly what they were looking for; someone young, fresh, fun, but most importantly, someone DIFFERENT. This diverse and multi-talented young woman, who fearlessly conquered and become a favourite in the different media platforms ranging from radio, television, event emceeing and public speaking, indicates that this young and dynamic young beauty is more than just a sensational ‘IT’ girl.
With exceptional articulation, Samantha is a great MC and presenter. She is now also a Certified Life Coach and is very involved in service and the community, holding a Directorship position in the NPO, Rise Against Domestic Violence.
The new year is in full swing, and the audio revolution is showing no signs of slowing down. Audio creation and consumption have both gone through major shifts over the last two years, as the world continues to grapple with the effects of the Covid-19 pandemic. The face of audio is set to continue changing in 2022. Perhaps even faster than we might think.
From the rise of unconventional new competitors, all the way to opportunities to listen to, repurpose and distribute an abundance of premium content from all over the world, there’s quite a bit going on. Mindful of this, it’s worth taking a look at the potential impact of these changes within the evolving audio landscape over the next twelve months.
Radio’s essential role during the pandemic
Although it might feel like the first lockdown in 2020 was a long time ago, in the grander scheme of things the pandemic has only been a part of daily life for a relatively short period. Radio has been one of the mediums that really stepped it up since then, diving in head first and keeping people entertained and informed in a period of high uncertainty, and with the threat of fake news around every corner.
This has contributed to the now booming face of audio — which has long been on the radar of tech companies and Silicon Valley startups — but is only just beginning to gain a lot of mainstream momentum. The widespread adoption of voice notes have played an important part in this too. Radio is the master of reinvention, but as powerful as it is, it is going to come under more pressure from a variety of new sources this year. This is especially true considering the revenue growth numbers many commercial radio stations are posting in what is a very delicate global economic climate.
The revised face of audio?
The changing face of audio might be better described as a revised face of audio. Media consumption habits are going through major shifts all over the world. In the US, the average adult consumes about 11 hours of media every day; 20.2% more than a decade ago. Mobile consumption is up to an average of a rather staggering 252 minutes a day.
Audio content creators and distributors are having to think out of the box to meet the changing needs of their audiences, in order to get a slice of the (attention) pie. These all have to be mindful that consumption habits are generation-specific too. Baby boomers still prefer traditional media, whereas GenZ’s are quite predictably glued to their mobile devices. Knowing who you’re speaking to matters, but it’s about more than just high quality content these days. How it gets delivered and how that slots into the life of the consumer can mean the difference between good engagement, or simply being passed over for something else.
New competition from non-traditional establishments
Not being passed over means keeping an eye on all the new competition popping up. These are increasingly coming from non-traditional establishments that spot the opportunity of poaching a traditional radio audience. A prime example of this is the Los Angeles Times; formerly a written publication that has had to pivot over the last decade to counter dwindling revenues in print media.
By creating The Times — a popular daily podcast that has great monetisation potential — they have successfully navigated some very murky waters. They haven’t changed what they have always done best: high-quality journalism. The difference now is that these in-studio interviews, detailed reports and more are all going to live online forever, with the potential to repurpose the content elsewhere at a later stage too. Other podcasts are knocking on the doors of the attention spans of traditional radio audiences too.
Wonder(y) and podcasting power
That’s not to say that radio isn’t ready to put up a good fight. In a bid to get ahead of the curve, African Media Entertainment recently signed a deal to partner with Wondery, the biggest independent podcast distributor in the world. The collaboration means that AME has the rights to promote some of the countless Wondery podcasts through subsidiaries, like Algoa FM and OFM.
The latest PWC Media Outlook estimates 19 million monthly podcast users in South Africa by 2024. By working together, both radio and podcasts have the ability to transform the audio landscape even further. I have a particular love for podcasting, and thoroughly enjoy being a guest on insightful shows like The DOC and the GURU. From a content creators perspective, podcasting is fun, engaging and relatively uncomplicated to get going with. Done well, it can be alluring to listeners in the same way radio has always been. It will also be big business in the future.
A view towards the year ahead
It’s safe to say that 2022 will see more players entering an already competitive audio landscape. On top of new apps entering the market, streaming platforms like Spotify are gunning for radio listeners in a big way. The Swedish powerhouse has already launched its own morning show that is free to listen anytime from 7am on weekdays. It differentiates itself from traditional radio by (1) letting the listener consume the content on their own time, (2) by allowing them to skip stories they aren’t interested in, and (3) by playing music specifically curated to the individual.
Online audio is only going to continue to explode during the course of this year. More people are going to open their own stations, dabble with podcasting and explore new ways of finding niche audiences. Radio has got to do what it can to get ahead of it, or to collaborate with the platforms in a mutually beneficial way.
By having the training, skill and expertise to create better products than the average teenager in their bedroom, the industry does have a leg up in many ways. How it uses that to satisfy the ever changing habits and needs of audiences begs to be seen this year.
Who else is ready to give it their best shot?
Dave Tiltmann is group chief executive officer of African Media Entertainment.
Algoa FM brought the first dedicated commercial radio show to the Garden Route a decade ago at the request of businesses and listeners.
This started a mutually beneficial relationship which dates back to the first day of broadcasting, according to sales manager Dennis Karantges.
“We still have some original advertisers on air with us, from when we first went ‘live’ 10 years ago.
“Three of our original Garden Route advertisers, Kloppers, Watsons Meat and Van Rensburgs Foods have all expanded their footprint in partnership with us.
“Algoa FM has hosted competitions, as well as birthday and promotional activities,” he says.
The relationship has seen Garden Route-based businesses expand their reach throughout the Algoa FM footprint, which stretches from Mossel Bay to the Wild Coast and through the Karoo hinterland, according to managing director Alfie Jay.
The station has seen a steady growth in audience, with Lance du Plessis presenting a Garden Route-focused drive show every weekday afternoon.
“A big ‘thank you’ to all those businesses and individuals who invited Algoa FM to be a part of their community a decade ago.
“Successful radio relies on trust – from both listeners and advertisers,” says Jay.
“So, we say thank you to the listeners who put their faith in us to keep them informed about the things that matter to them as Garden Route residents.
“And thank you to the local businesses which have put their trust in Algoa FM partnerships to help them move products off their shelves,” he adds.
The company has deepened its business relationships through its involvement with the Mossel Bay and George chambers of business.
It also works closely with Plettenberg Bay and Knysna Tourism to help promote the many festivals and events that have historically been held in the Garden Route.
Events in which the station has been involved include the Simola Hillclimb, Knysna Oyster Festival, the Strawberry Festival, and the Reed Valley Wine Farm Family Festival.
Algoa FM celebrities have also, hosted many beach roadshows from, Hartenbos in Mossel Bay to Plettenberg Bay.
The station is working with organisers to help revive the events as the Covid-19 restrictions ease.
“We have built up a good relationship with local business, the municipalities and the Western Cape government through our involvement on the ground in the region, as well as our dedicated Garden Route drive show,” he says.
Every weekday afternoon there is a dedicated Garden Route broadcast which provides Lance du Plessis, the show host, with an opportunity to focus on the music, information and news which informs and entertains listeners in the region.
“The advantage of broadcasting a dedicated four-hour Garden Route Drive Show allows us to create unique promotional and conversational opportunities for the businesses operating in the market,” adds Karantges.
“On the ground” activations include live broadcasts from the region, crossings to events hosted by advertisers and appearances by Algoa FM celebrities.
“We love connecting with the Garden Route and being involved in the many festivals hosted in the region,” says programme manager Baydu Adams.
It’s always a comforting and homely feeling to hear Lance’s show play at shopping centres and filling station forecourts while visiting the region,” he adds.
According to Algoa FM marketing manager Lesley Geyer, the station is also involved in supporting the community.
For Mandela Day 2020, Algoa FM supported a donation drive in partnership with the George Municipality to feed thousands of people affected by the Covid-19 lockdown restrictions.
The station also supports the annual Outeniqua Wheelchair Challenge.
Numerous charities have also benefited from the opportunity to introduce themselves and their work during the weekly Algoa Cares slot.
“As the Covid-19 restrictions ease, we plan to be more active in the region.
“Plans include an Algoa FM charity golf day, as well as a number of partnerships with events and companies in the Garden Route,” she adds.
Are you interested in finding an inexpensive yet powerful way to boost your campaigns in Gauteng?
Mix 93.8 FM punches way above its weight when it comes to return on investment for marketing campaigns. Let’s focus on just a few reasons why Mix 93.8 FM is such a powerful marketing tool in Gauteng.
Meet the consumer that is driving economic growth
The core Mix 93.8 FM target audience is 35 to 55 years old (*97% of the audience is 30+ years of age), are confident, yet grounded and are enjoying their lives. They are entrepreneurial (*64% are employed full time and *23% are self-employed), open to new experiences, energetic, outgoing, enjoy music and have money to spend (*84% SEM 8-10).
With the myriad of media options available, they only choose what they enjoy, so everything Mix 93.8 FM does, is focused on winning their love and attention.
Mix 93.8 FM is strongly tied to its community and their love for the station is sincere and profound
Mix 93.8 FM is authentic, colourful and confident, just like its audience. The music (basically the “sing out loud” songs of your life), the presenter delivery, the topics that the presenters pick, the way guests are interviewed, is focused on making the station feel like a very optimistic, warm and welcoming place.
Mix 93.8 FM is personal, local, and reliable
The lineup includes Breakfast with Blewitt, award-winning, light-hearted, fun, and hilarious, the perfect way to get you going every weekday and Just Plain Darren featuring Darren Scott’s smooth delivery and wealth of knowledge. It’s almost impossible to fault his handling of current affairs or sports topics and listeners are aware that Darren will “Just Plain Say It Like It Is.” These key shows are backed by many other fantastic entertainers. The chemistry and friendship between the team can be clearly felt, and makes you feel like you are part of the show. No nonsense, no frills, quick wit and humour, unrivalled knowledge of music, arts and culture and great chats to keep you company.
The connection with listeners is unmatched
When a presenter believes in the quality of your brand or product and promotes it, listeners take notice.
The expanding influence of Mix 93.8 FM is testament to the power of musical nostalgia; the extraordinary emotional hold that the songs we hear when we are young have on us when we are older. Everyone loves the music they grew up with.
Even if you’ve heard a song a thousand times, there is something special about hearing it on the radio. That combination of comfort and the occasional surprise, and you just sitting back and experiencing it, that is what the Mix 93.8 FM listener is looking for.
ADVERTISERS: We want you to be a part of our success story
We RELATE to you. We UNDERSTAND you. We are LIKE YOU.
*FGI, BRC, BrandMapp
Written by Rivak Bunce, Managing Director at United Stations.
Could there be any truth to the article published by The Economist in May 2021, titled “What history tells you about post-pandemic booms”, which states, “…people spend more, take more risks – and demand more of politicians”?
The article speaks of a ‘boom’, which throughout history has been seen to manifest in this way following post-traumatic events. While uncertainty remains in South Africa, it is tricky preparing for a post Covid-19 future. OFM’s approach to this anticipated economic ‘boom’ of sorts is endorsed through its continued “Living the Real Good Life” brand positioning.
Living the Real Good Life talks to escaping the pressures of everyday life by focusing on what matters most to OFM’s audience in Central South Africa… a place where the freedom to enjoy a more balanced life is not only possible, but is lived through music, engagement, lifestyle, and a strong sense of community.
In 2021, this positioning was driven through OFM’s 35th birthday year, which the brand leveraged to generate good, wholesome radio experiences while creating steadfast product offerings that supported local business.
Since March, the brand committed to providing positive yet disruptive on-air experiences through its birthday lead campaigns, which were created to address two objectives:
• building brand love and audience; and
• creating revenue.
March’s Spot the Yellow Fleet campaign not only reinforced the new look and feel of the OFM brand but encouraged audiences to engage by taking pictures with the newly branded OFM fleet. These vehicles were placed around the region at outside broadcasts, lifestyle events, and activations to stimulate local economies and build brand love.
80s April was a daily on-air celebration of music, which performed alongside a product offering generated from the excitement on-air. It was a theme that was heard on radio and taken to market through OFM’s Pop-Up Radio offering.
May’s Agri Focus Week, which spoke to one in three of the 26 000 farmers living in the OFM footprint, offered a focused and dedicated platform for all who are proudly represented inside the agri value chain.
In June, OFM’s Groot Vet Kombers Proe-jek inspired audiences across the region to raise R450 000 for Round Table Southern Africa’s Winter Knights Campaign. OFM took to the region with live broadcasts, twice a week, to challenge listeners to support a wide range of charities by purchasing a vetkoek for at least R35. The highest price paid for a vetkoek for charity was R10 000. This, and the many contributions from OFM’s audience, showcased the caring and real values contained within the Living the Real Good Life brand positioning.
However, the moment of truth presented itself in July when OFM celebrated its official 35th birthday through a brand-building exercise called the OFM Secret Song. This was a month-long campaign that celebrated music, engaged audiences through curiosity, and uplifted a community with a grand prize of R35 000.
These strategically placed exercises and considered touchpoints are used to build the OFM audience and provide real and engaging solutions to stakeholders; this, at a time when they need local support and investment the most.
In this shared spirit of Central South Africa, OFM rallies its audience to lead a really good life, made up of many and often smaller moments of pure fun, real connection, contribution to others, and moments of meaning.
OFM exists to connect and amplify Central South African’s desire to live their best quality of life in every moment, wherever they are. The brand is real, uplifting, proud and caring to all who listen to, and invest in, OFM. This is how OFM has built the trust to become the Sound of Central South Africa over the past 35 years.
OFM Programme Manager
The race to the bottom for quality click-through rates is accelerating, people’s attention spans have become more fragmented, ad blockers are on the increase and banner blindness is real. So, how do marketers effectively engage the right target audience?
“We need to stop interrupting what people are interested in, and be what people are interested in.” — Craig Davis
The best way to be what people are interested in is to be relevant and add value. When you walk into a room, you don’t just start talking, first, you listen, sense the mood, and then join a conversation.
“The best marketing doesn’t feel like marketing.” — Tom Fishburne
People will part with their precious time and attention to engage with brands that tell stories and provide relevant and useful information. Content marketing allows you to join an existing conversation and weave your brand message into the fabric of the platform. It allows you to tell your brand story, position your expert’s opinions, establish credibility via information sharing and elevate your brand’s status in the mind of the reader.
“Content marketing is all the marketing that’s left.” — Seth Godin
What Seth Godin meant by this is that content marketing allows your brand the opportunity to deliver important and useful information that the audience genuinely cares about, rather than just a re-worked advertising pitch.
If you would like to engage with our valuable audiences, speak to your AE about the full range of United Stations Content marketing opportunities across radio, digital, podcasting and video.
Written by Tracy Parsons, Moneyweb Brand Manager.
Getting your brand to stand out in this day and age has become more difficult than ever. The market is
flooded with different brand messages across different platforms such as TV, print, radio and social media,
and consumers are overwhelmed with options. It does not matter what platform brands use to advertise,
what is important is the marketing strategy. This begs the question – how can brands effectively share
their marketing message to consumers among all the noise? How can you break through the clutter with
a strong message that does not land on deaf ears? This can be achieved by going back to basics and crafting
a compelling brand positioning statement.
You need to understand your brand purpose and who needs your services in the market so that you can
understand your unique selling proposition. This may sound like a lot, but it is merely putting yourself in
your target audience’s shoes and learning what motivates their buying decisions. This will help unpack
what the clients’ needs are, confirm if your product solves that problem, and explore what makes your
The first step is to create a compelling customer problem statement. Why is this important, you may ask?
A customer problem statement will assist you in understanding what your purpose as a business is, what
your customers’ needs are, and what customer problem you need to solve. Let us add context to the above
by sharing OFM’s customer problem statement. This statement has to be written from the customers’
perspective to identify what client problem your product or service will solve. Depending on your product
or service, your business can have multiple statements. This statement should highlight what the client
wants, why they cannot get it, and how that issue makes them feel. The best marketing messages or
campaigns always evoke an emotion – this assures your target audience that you know what they want.
OFM client problem statement
I am a listener in need of companionship, good music and news about my community, but I have too many
options because of all the different media platforms, which makes me feel lost and overwhelmed.
I am a business owner/brand trying to attract customers to my business but I am unable to access these
people because I don’t have a strong advertising strategy, which frustrates me.
Now that the client problem has been identified, a marketing message must be created from this, which
shows what your brand/business can do for your targeted audience. This is how to construct a compelling
marketing message from the client problem statement.
- OFM, your favorite radio station with the latest news, entertainment and best music in Central
South Africa. Available in FM and on live stream for your convenience.
- We will help you reach the desired target audience for your product/services by creating a
customised radio adverting campaign, which will ensure you attract traffic to your business.
There is absolutely no ambiguity in these marketing messages. For a business, which needs traffic to their
business, they know that OFM is the radio station that can help tell people about their products or services.
Listeners also consider OFM their go-to station for local content and entertainment. This statement can
further be applied to advertising campaigns, messages and designs.
Breaking through the clutter is thus achieved by good brand positioning. Position your brand/business as
a solution for your customers’ needs. Tap into their emotions, know what is important to them, and
communicate how your products fit in.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or email@example.com.
The audio media ecosystem continues to evolve at a faster pace than anticipated. The shift from consuming audio on traditional platforms to streaming platforms seem to be the driving force in accelerating the evolution of the audio landscape.
Some of the findings by The Infinite Dial report measuring online digital audio listening revealed that 44% of South Africansstreamed their favourite radio station. The latest share-of-ear report from Edison Research in the US, revealed a time spent listening on a mobile device of 30% for those aged 13 years and older.
AMASA Joburg has put together a seasoned panel of experts in the field of audio media to unpack the latest trends in this industry.
THOUGHT IGNITERS (PANNEL MEMBERS):
- CHRIS BORIAN (Head of Digital & GM – United Stations)
- MUHAMMAD CAJEE (Chief Digital Officer- Primedia Broadcast)
- JON SAVAGE (CEO – Inbroadcast)
- MACG – SA’s Podcaster (Podcast and Chill)
REGISTER HERE: https://forms.gle/VZBRAM9PfpaDm2eZ7