In the vast and dynamic realm of advertising in our country, we talk a good game, but very little changes. In 2025, there still exists a deep imbalance in the allocation of resources between mainstream commercial media and the often-overlooked community media platforms. While the big share of advertising coins still gravitates towards established channels like television, commercial radio and the digital giants, a relatively modest fraction finds its way (on a very slow train I must add) to community-focused media outlets such as community radio stations and newspapers. This skewed distribution of advertising spend not only overlooks an important segment of the population, but it undermines the immense value that community media brings to the table.

OverviewOf Advertising Spend 2024 - RADIO

•     Total Radio Spend: 10 087 471 988

•     TopAdvertiser

•     Shoprite Holdings: 414 254 802

•     Total Community: 417 244 107 (4%)

Source: Nielsen

To understand why it isimportant to spend (note how I did not say “support”) on community media withas much energy as their commercial counterparts, we must continue to recognizethe unique role these grassroots platforms play in our society. Unlikemainstream media, community media outlets are deeply embedded in their localcontexts and most of the money that is made by the market that the communitymedia platforms serve - stays there! They serve as a vital pathway of communication, providing a voice to diverse communities that often go unheardin the hustle and bustle of commercial media.
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One of the sweet spots of community media lies in its ability to foster genuine engagement and connection with its audience. They are not mere broadcasters; they are conduits for dialogue, advocacy, and grassroots mobilisation. By investing in community media, you are not doing them a favour – they offer a legit platform where advertisers can tap into a hyper-localised listenership & audience and can build authentic relationships with customers on a bottom to top, human scale.

Moreover, community media isa catalyst for social cohesion and empowerment. They amplify the voices of marginalised groups, spotlight local talent and entrepreneurship, and contribute to the preservation of the cultural heritage that runs in the veins of more than 80% of our country’s population. Spending (again, note how I did not say “support”) on community media is not just about showing a commitment to nurturing inclusive narratives and bolstering the fabric of our society; by allocating a little bit of your CSI budget, it is also about the much-needed diversification of advertising strategies.

From an economic perspective, advertising on community media presents a strategic opportunity to brands. These platforms offer a cost-effective means to reach specific demographic segments with tailored messaging. And please note, by tailored messaging, I am not talking about translating the English script to vernacular.In a time where consumers crave authenticity and relevance, community media channels offer advertisers a unique chance to connect meaningfully with audiences and can distinguish themselves from the mainstream “sephethephethe”.

In light of these considerations, it is clear that a shake up of advertising budgets is not merely a matter of equity, it should be a strategic imperative for advertisers.By rebalancing their allocations to include community media more, brands are not just (let’s use the industry buzzwords: “unlocking untapped potential, new markets, deepening their impact, and contributing to a more equitable medial and scape”), they are re-investing into the very people that buy their products& services. Or is it just the influencers that buy these days?

Of course, this shift requires a concerted effort from advertisers, media planners and policy makers alike. It entails turning traditional metrics of “success” upside down and embracing a more nuanced understanding of advertising efficacy – one which I will say, must prioritise community engagement and social impact alongside conventional metrics like reach and frequency.

To conclude, the case for spending more (and not just because “ag shame”) on community media is not just a moral imperative; it is a strategic business decision that must be tested and tested again. By amplifying the voices of local communities, fostering social cohesion, and unlocking new avenues for engagement, community media empowers advertisers to forge deeper connections and drive meaningful change. As we navigate the ever-evolving layers of the advertising landscape (and yet another “paid partnership” post), let us seize the opportunity to invest in the diversity of our media ecosystem and ensure that every voice is represented.