Radio Active - Wellington Contemporary RadioRadio Active 89FM has consistently strived to be the leading independent voice for contemporary creative culture and eclectic music in Wellington and worldwide. As an essential reference point for music, culture, art, film, and fashion, Radio Active successfully identifies and promotes emerging creative talent while retaining a high on-air standard.Standing proudly outside commercial radio station norms, Radio Active strives for eclecticism and endeavors to play the best of every genre: indie, hip hop, electronica, punk, jazz, roots/reggae, soul, classical, country, techno and drum & bass to name merely a few. For year’s listeners have been captured by Radio Active’s exceptional sense of taste and style, distinctive means of self-expression, and eclectic brand mix. Radio Active has been effortlessly bridging the gap between the mainstream and the underground market, and bringing contemporary creative cultures closer together since its inception in 1977. Radio Active provides the Wellington region with an informed alternative to the repetitive and unexciting choice of mainstream radio. Its philosophy of being the ‘best radio station in the world’ is reflected through its distinct programming style, genuine creativity, ethos, and building of a loyal listenership that insists on being continually challenged.
How to advertise with usADVERTISING MEDIUMSWe offer a number of advertising options to suit your advertising requirements: RADIO SPOTS Radio spots are 15 second or 30 second scheduled advertisements placed throughout the day between the hours of 6:30am and 11:00pm. SPECIALISED GIGS Radio Active presents gigs. Eg: “Radio Active 89FM presents the White Stripes 2003”. Specialised Gigs are a pivotal point for a months worth of advertising. ARTS PROMOTIONS Radio Active has a strong relationship with the arts community in Wellington. We have a dedicated show which airs on Saturdays at 10am – 1pm called ‘Caffeine and Aspirin’ with Brigid has hosts which are influential in the arts scene. FEATURES/SHOWS Naming rights to features and shows that feature on-air are a very effective way to brand on Active. Eg: “The Zambesi Gilles Peterson Show”. ACTIVITY GUIDE Read three times daily at 8:30am, 12:30pm, and 5:30pm. The Activity Guide is an on-air gig guide detailing local events. TEXT PROMOTION Radio Active run text promotions through our text number 89FM (8936). On-air giveaways require listeners to text a code to 8936 in order to win. PROMOTION WORK & CO-ORDINATION Radio Active can organise and coordinate your whole promotion for you, including the hiring of staff and equipment, to the storing of your product. DESIGN Radio Active has a full time experienced and qualified designer, who can be used for both directly related Radio Active work (such as magazine advertisements and posters) as well as any design contract work that you should require. WEBSITE Current hits to the website are around 150,000 hits a month and can be accessed at www.radioactive.fm. Live streaming is available for those running on Low-Fi (56k modem) or Hi-Fi (Broadband/ISDN). The website will be upgraded shortly to include more information and technical components for the user. AudienceRadio Active’s programming is designed to cater to certain listeners at certain times. Audience size shifts considerably throughout the day, and our radio rates vary to reflect the change in the estimated number of listeners you are reaching. Our research shows that on average 45,000 listeners are tuned into Radio Active daily.The Breakfast Show, from 6am to 9am, and The Amplifier Show, from 9 am to 12 pm have the highest number of listeners (25%). Our listeners are at their most receptive, ready for the news of the day, and the news of your product or service as well. Our research shows that compared to our morning shows, there are slightly less listeners tuned in from 1pm to 4pm to The Flow, (19%), but these listeners are often very loyal to our station and many tune in to the station while working. These people are listening to the radio while they work, and they follow very predictable habits in their listening. By advertising at the same time daily with the same message, you will build awareness quickly with this group of people, as radio in the workplace is a powerful influence. The late afternoon belongs to The Drive Show, from 4 pm to 7 pm which has almost as big an audience (22%) as the morning shows. These people will be ready to relax and therefore be receptive to your promotion on their way home from work or school.The evening segment lasts from 7 pm to midnight, and late night from midnight to 6 am. At these times we have slightly fewer, but fanatically loyal, listeners, who tune in at particular times to listen to Specialist Shows that air at this time of the day. These listeners have made a conscious decision to listen to radio rather than watch TV, go on the internet, go out etc. We have found that with the right creative approach, and the right match of our station format to a particular product, the evening hours can lend themselves to effective advertising. The evening gives you access to the right market, and could be the best time to sell.
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