One of the ways in which a community radio station can be financially sustained is through the use of advertising revenue. Most of the radio stations are actually financed through advertising revenue. And there is absolutely no reason as to why your community radio station can’t be financed through advertising revenue. But it is also worth noting that there are some radio stations that are unable to attract advertising revenue. So it is not automatic that your community radio station would attract advertising revenue. You must not take it for granted. On the contrary, there are some proactive measures that you need to take, if you are to be able to finance a community radio station on a long-term basis using advertising revenues. At the very least, you need to:
- Popularize the radio station: advertisers look at radio station’s ratings, before making decisions on whether to advertise through those radio stations or not. The only way to improve your community radio station’s ratings is by popularizing it. And the only way to popularize the radio station is by running worthwhile content. You need to ensure that your radio station is truly worth listening to at all times. It should be the sort of station that a person can devote his entire free time to listening. For instance, a fellow who works at Walmart may, at one time, go to the Walmartone login screen, sign in, and proceed to check his work schedule. In the course of checking his work schedule at Walmartone.com, he may come to realize that he is scheduled to be off duty for an entire weekend. Then he may start thinking of ways in which he can spend this free time. Yours should be the sort of radio station that such a person can opt to listen to (for the entire weekend), without getting bored.
- Approach potential advertisers: sometimes, you will have potential advertisers approaching you, looking for an opportunity to advertise on your community radio station. But you too need to take the initiative, and approach potential advertisers, with a view to sell them ad spots on your radio station. Don’t assume that the advertisers will just come, if you don’t approach them.
- Charge reasonable fees for adverts: the objective here is to make it look worthwhile for advertisers to run their ads on your radio station. You need to make it look like a good business proposition, from a cost-benefit point of view.