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5FM: youth radio in the digital age

Russell Abratt (Wits Business School, University of the Witwatersrand, Johannesburg, South Africa)
Justine Cullinan (Wits Business School, University of the Witwatersrand, Johannesburg, South Africa)

Publication date: 5 June 2017


Subject area

The subject areas are marketing management and brand management.

Study level/applicability

The study is applicable to post-graduate brand management course and post-graduate marketing management course.

Case overview

In December 2015, Justine Cullinan, station manager of 5FM – a commercial, national music-radio station – reviewed the listenership and revenue figures for the year. When she took over as station manager in October 2014, 5FM had been through a three-year period of sharply declining listenership and revenue. Since then, by growing 5FM’s online community and adjusting the station’s overall strategy, the tide of decline had slowed. 5FM’s limited marketing budget prevented it from attracting listeners through traditional marketing avenues. Cullinan wondered how she could grow audiences and revenue and forge a new way for radio to benchmark success in a world where online communities were ever more important.

Expected learning outcomes

At the end of this case, students will understand the following concepts: brand awareness; brand promise; brand communication; and brand revitalisation strategies.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS: 8: Marketing



Abratt, R. and Cullinan, J. (2017), "5FM: youth radio in the digital age", , Vol. 7 No. 2.



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Copyright © 2017, Emerald Publishing Limited

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