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The radio mix, by Initiative’s Safwat Abdulkhalek

Initiative’s media manager Safwat Abdulkhalek looks at how radio and competing audio channels fit into today’s post-pandemic media plans.

The pandemic has brought along lots of ambiguity and uncertainty, but one thing is certain: It has altered consumers’ behaviours and their media consumption patterns. People developed a habit of constantly checking the news to remain informed and up to date. It is, therefore, safe to say that the changes reflected within the media industry have forced advertisers to be flexible and to pivot their strategies in a way that will help capture and attract emerging, highly engaged audiences and maximise their reach and profits. We know for a fact that companies have mainly increased their ad spend on digital platforms, specifically on video content, but what about the rest of the media mix pillars?


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