Although revenue was under pressure in the first half which resulted in a shortfall, the performance in the second half exceeded expectations to recover most of this backlog. A stringent focus on costs enabled the radio station to achieve its operating profit target.

Highlights for the year include:

•  Overall listenership grew by 13% to over 1,9 million underpinned by a 14% growth within the target market category.

•  Market share remains dominant in the lucrative LSM 7-10, 25-49 age group at 40%.

•  The station completely refreshed and repositioned the line-up to ensure its long-term relevance.

•  East Coast Radio published a cookery book, East Coast Tables which is an innovative concept for the radio station. The book sold more than 5 500 copies.

•  To grow below-the-line revenue, the station launched the executive business breakfast in association with GIBS. This successful event will now be hosted annually.

•  Funsunzi, a long-term campaign, was launched to re-connect people with the East Coast way of life, tapping into their urban pride through key events, activations and stunts. The objective is to entrench East Coast Radio's position in its target market.

RAMS, August 2011/3