CRA want Govt to spend more on regional radio

Staff Writer

All State Premiers and Chief Ministers in Australia have received correspondence from CRA urging them to consider a regional communications policy, similar to that recently announced by the Victorian State Government.

CRA's Joan Warner said the recently announced 'Victorian Regional Communication Policy' was a good step in more actively engaging with regional media outlets to communicate critical information to local communities.

“Regional media plays an important role in the lives of many Australians. Regional commercial radio stations, in particular, have a unique relationship with the nearly 80% of Australians who listen to commercial radio.”

Part of the new policy in Victoria requires government advertisers to increase their spend in regional media outlets from 10% to 15% of the total campaign spend.

“The commercial radio industry believes this is good policy given commercial radio's reach into local communities across regional Australia, as well as its localism, which allows both general information to be heard across regional areas, as well as targeting messages on a local level.”

Warner said commercial radio in regional areas had been under economic pressure over the past decade with increased operating costs and regulations and new media all affecting the bottom line. A number of regional stations have failed to make a profit in this time.

“Regional Australians use radio to keep them informed and entertained – regional radio is a vital and integral part of each local community and should be supported", Warner said.

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