by Gill Moodie (@grubstreetSA) Top SA radio presenter Gareth Cliff launched CliffCentral in May 2014. Just over a year since the launch, Grubstreet put these questions via email to Cliff to find out how the new venture is doing.
Grubstreet: Can you give me an update on the show’s stats, eg, recent web stats, active WeChat users?
Gareth Cliff: After our first year, CliffCentral.com is enjoying steady growth. We’re pioneering the podcast path with close to 4-million downloads and over 3-million page views on the website. WeChat subscriptions are up to 137 000, 46 000 Twitter followers and 52 000 Facebook likes.
G: The last time I checked in with you guys (in May last year) the aim was to have a mix of revenue streams from sponsorships of shows, features, direct advertising and creative campaigns that cover social media, internet radio, TV and mobile opportunities on WeChat. What of these has panned out well and not so well – and what has changed?
GC: Our 360◦ integrated approach across all our online platforms is working well. Since we now have stats, we’ve established a rate card but it’s really about tailor-making solutions for whatever brand we’re working with – and not applying a standard template.
[Recently] we launched our motoring show, “AutoCentral”, a partnership with AutoTrader, and #AutoCentral was the top trending hashtag on Twitter for the afternoon.
Our primary degrees of value includes live on air, social media, WeChat, branded podcasts, branding and product placement, PR and events.
G: What has the biggest challenge been in growing the new venture?
GC: Since we were ahead of the curve with regard to digital broadcasting, we’re still educating audiences on how to listen, and educating advertisers on new ways of reaching the people that count. Our app will make it much easier for people to listen.
G: Any interesting plans imminent (like an app, for instance)?
GC: Yes, the app will be out later this year. We’ve also started streaming unTV for certain interviews and features. Watch this space.
South Africa’s leading media commentator, Gill Moodie (@grubstreetSA) offers intelligence on media, old and new. Reprinted from her site Grubstreet with Biznews. This piece was published first on Journalism.co.za, the website of Wits University’s journalism school.
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