Our partners in North-East Africa use subtle advertising to promote shortwave programs broadcast in from Russia and Dubai. One approach has been to offer a CD of cultural songs to bus drivers to play as they drive along their routes. Throughout the music tracks are announcements giving the time and frequency of the radio programs. This works well as the drivers are happy to receive the free music CDs and the advert features 5 or 6 times during one play of the disc. Our partners tell us: “we all do our best to advertise, but we have to be very careful and creative.”
