Bizcommunity would like to correct the figures as quoted by a reader in a recent forum regarding 5FM demographics. Thank you to John Langford, 5FM Station Manager, for clarifying 5FM's position. "We deliver a broad audience mostly aged between 20 and 29 (twenty-something), although beyond these boundaries on either side many consumers feel that they are 'cool' enough to listen. In reality, age is a mindset - you're only as young as the music you feel. Successfully marketing a radio station like 5fm requires a comprehensive understanding of audience needs and music preferences. We've spent the better part of the last four years researching and talking to young-adult South African's in order to ensure that we deliver quality audiences to advertisers, i.e. cosmopolitan listeners with high levels of disposable income. To do this requires that we TARGET a certain profile of consumer - let's call them the 'ideal' 5fm listener. This person is neither male nor female, neither black nor white, but a South African in his/her early-mid twenties who doesn't want to be pigeon-holed. He/she is successful, funky, fun, irreverent, and in touch with other like minded individuals who share the common bond of GREAT music."
