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Dear Radio: Radio awards a good thing
by Paulo Dias (@therealptp) In the early part of my career, there were no formal or regular award shows that recognised excellence in radio and that were judged by radio people and for radio people....
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Dear Radio: Will Spotify kill the radio star?
by Paulo Dias (@therealptp) The local launch of the likes of Spotify and Deezer — and the continuing popularity of Apple Music — have presented the radio naysayers with a chance to kill off our beloved...
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Dear Radio: Brand managers are the new programming managers
by Paulo Dias (@therealptp) If you’re a brand or marketing manager with a long-term investment in non-traditional radio, both contest- and sponsorship-based, how do your radio partners treat you? Are...
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Dear Radio: The intrinsic value & heart of radio
by Paulo Dias (@therealptp) Being on the commercial side of radio and in a business like mine, I often take the cynical view that every radio station is a massive marketplace, with every word that...
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Dear Radio: Turbo-charge your Christmas radio campaigns
by Paulo Dias (@therealptp) Here are some simple tips, all based on good programming practices, to apply to your radio advertising to improve your chances of cutting through this time of year....
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Dear Radio: What’s up with radio stations using WhatsApp?
by Paulo Dias (@therealptp) WhatsApp with its little blue ticks is an essential way to communicate and radio stations have integrated it seamlessly into the way they’re interacting with their...
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Dear Radio: The question of world-class radio
by Paulo Dias (@therealptp) If you’re a regular radio listener or advertiser, how do you know that your chosen station is world-class? Because whooshy swishes between songs tell you they are? Because,...
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Dear Radio: Finding the next radio innovations
by Paulo Dias (@therealptp) Where and how do we find the next radio innovations? As I’ve said many times before, radio is a stable and solid industry, and one of its core reasons for being so popular...
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Dear Radio: Innovations in South African radio
by Paulo Dias (@therealptp) Almost taken as an affront, once I raised the suggestion that local radio is lagging behind in the disruption stakes, colleagues and friends across the industry got in touch...
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Dear Radio: More standout campaigns from overseas
by Paulo Dias (@therealptp) As with any medium, there are fail safes and standards that never let you down but, when you put a brief to your agency or radio station to do something that breaks through...
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Dear Radio: Fresh content could land you in trouble
by Paulo Dias (@therealptp) We all know there is a small but vocal number of people waiting for everyone from any walk of life to say the wrong thing and, in radio, this is becoming especially...
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Dear Radio: Review of Pure Conversations with the Fired 5
by Paulo Dias (@therealptp) I consider myself a major radio nerd and anorak (incidentally a term which was popularised by a UK radio presenter who used it in the early 1970s for fans of offshore radio,...
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Dear Radio: Exploring innovation in branded content
by Paulo Dias (@therealptp) It’s been a while since I explored innovations in audio and radio marketing and advertising, and this month the column takes us from Australia to London via the South...
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Dear Radio: Benefits of DAB+’s unlimited spectrum
by Paulo Dias (@therealptp) A radio station that nails it, Amazon enters the streaming game and an idea that’s too good to be true turns out to be just that… Unparalleled connection If you had to...
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Dear Radio: Radio without borders, radio on repeat & radio silence
by Paulo Dias (@therealptp) Have you ever, on a random Tuesday morning, wondered what song is playing right now on the biggest station in Vietnam? Radio garden Safely assuming that it’s “Old Town...
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Dear Radio: Disaster comms, industry layoffs & chasing chickens
by Paulo Dias (@therealptp) Here’s a scan of the news, stories and innovation that caught my eye from radio stations and groups around the world recently. Australian bushfires During emergencies,...
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#CoronavirusSA: Radio locks down but listenership is up
by Paulo Dias (@therealptp) While we’re still in the early days, what could the radio listening landscape look like over these three weeks of coronavirus lockdown in South Africa? Every international...
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#CoronavirusSA: Don’t… start a podcast #dearradio
by Paulo Dias (@therealptp) I often get asked for advice on how to start a podcast and, strangely enough, have fielded this request more during this time of isolation; I suppose people are getting used...
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Dear Radio: Reclaim the disclaimer
by Paulo Dias (@therealptp) Let’s kick off with a philosophical question… If a disclaimer is sped up so much that no one can hear it, did you really play a disclaimer? While most local radio ads have...
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Dear Radio: Covid-19 accelerates change in radio #coronavirusSA
by Paulo Dias (@therealptp) From the dawn of 2020, it was evident that change was coming to the way we thought of radio and audio marketing. Evolution Advertisers had moved beyond the 30-second spot...
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