A media personnel, Joy Akinlolu, has shared practical insights on why many radio presenters struggle to monetize their craft, despite having strong listener engagement.
His advice, aimed especially at up-and-coming broadcasters, highlights the often-misunderstood dynamics between audiences and advertisers.
According to Akinlolu, one of the biggest mistakes presenters make is failing to distinguish between their audience and potential advertisers.
He emphasizes that the purpose of a radio program is to attract and build a loyal listenership, which in turn becomes valuable to businesses looking to promote their products or services.
Akinlolu also breaks down the radio audience into two key types, while advising that presenters must learn to engage both groups effectively.
He also warns against looking unprofessional when pitching to advertisers.
He wrote:
If you are radio presenter keep an open mind.
If you are just coming up, please pay attention.
You must understand that there is a difference between your radio audience (listener) and an advertiser.
Your audience will not advertise and advertisers do not listen to radio.
So stop begging your audience to come and advertise if they want more of your show. They can’t.
Stop the Eje ka fi tiwa gbe tiyin la ruge stunt.
In case you dont know, your audience is what you sell to the advertisers. So your program is meant to build up your audience which you will then sell to advertiser.
TWO TYPES OF RADIO AUDIENCE.
Yes two.
1. The loud audience. Those who always call your program no matter how stupid your show is.
They are the a un gbadun yin.(we are enjoying your show group)
2. The silent listeners. They will not call, they will not comment but they will not miss your show.
They respect your views on matters. They will spend money and support you.
These are the ones who will tell it to your face that you are not doing well.
So when you present carry the two listeners along.
The MONEY Part.
Remember that I said you must know your audience. Yes this is where you need them.
If you run a show meant for women, then go after advertisers that sell to women.
If the women are married then adverts for children will also sell.
When you meet advertisers, dont look hungry.
If you are a freelancer, stop crying for ID cards, brand yourself as a media buyer instead. Customer only ask for ID because you dont look or sound conviencing.
There are TWO TYPES OF ADVERTISERS.
1. Those who advertise for sales. These are great if you have a large audience that can buy.
No sales and they will not come back to you.
If you are just coming up or you are with a new radio. You might need to entice your audience to buy with gift after patronizing
2. Awareness Gang. This ones are not looking for sales, they just want to keep thier name out there.
These are the easiest to sell to and keep.
So if you are new or without a large audience, go after these ones.
I hope this helps?
