Commercial radio rallies around retail
The importance of Australia’s retailers is the subject of a new on-air campaign across 261 radio stations that begins today.
The campaign is a combined initiative from Commercial Radio Australia and the Australian National Retailers Association in the lead up to Christmas.
Worth a reported $5m in airtime, the campaign is going out to both metro and regional stations.
“Times are tough, particularly for Australian retailers.”
Because distribution chains are altering as consumers increasingly order directly from producers. Australia is particularly vulnerable to this change because of the distribution cartels doubling and tripling prices to bring goods into the country via the traditional channels.
Of course consumers are switching en masse to buying direct via the web. Australian retail, and the wholesalers behind it, have priced themselves out of the market.
No amount of campaigning can alter the inefficiencies of the old model and the enormous cost burdens it tries to pass onto consumers.