Serbian Radio Discovers Hit with Café
At the new “in” place near the beautiful pedestrian area of Novi Sad, books and CDs are launched, panels are hosted, and local Youth Theatre actors deliver free weekend performances for children while continuing their strike against the politically-appointed theatre manager.
Radio 021, named for Novi Sad’s area code, relocated to its current premises at 45 Mileticeva Street in early 2007. The undisputed radio market leader in Vojvodina, Radio 021 secured a loan from the Media Development Loan Fund in Prague to buy and restore an old, centrally-located house large enough to encompass the entire 021 operation, which includes book publishing, a record company, TV production, and a café.
Recognizing the station’s reputation for a much-appreciated sense of humor and knack for organizing successful off-air events and promotions, Edward “Bud” Stiker, an American radio industry expert suggested that 021 capitalize on its local fame by opening a radio-themed café in its building. Bud’s work with the station was supported by USAID’s Media Development project, which helps stations find ways to ensure their sustainability.
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| Radio 021 Logo |
As Vice President for International Development for the Radio Advertising Bureau, the largest radio organization in the world, Bud came to Radio 021 with a great deal of expertise and experience to share. He had consulted with the station for years, training sales and promotion staff. When he recommended a café, Radio 021 embraced the idea.
After months of reconstruction, the café opened its doors. In the meantime, Bud had thought of an innovative and inexpensive way to decorate. The station announced that people bringing in non-functioning, antique radios could receive prizes; suddenly, the Golden Age of Wireless materialized out of listeners’ closets and attics and was immortalized on the café’s walls.
August 2007 marks 10 years since the Rolling Stones’ (I Can’t Get No) Satisfaction trumpeted Radio 021’s entrance onto the Novi Sad scene, with a none-too-subtle jibe at Slobodan Milošević’s regime. At that time, no one would have guessed that 92.2 FM would ever top the listener charts for the region. Radio 021 was a small outfit, broadcasting from an office in a high-rise building that suspiciously caught fire in April 2000, months before the Milošević was ousted from power.
Although their original site is only now being rebuilt, Radio 021—thanks in part to USAID support—was able to rebound quickly, stronger than ever and has managed to establish itself as an entity completely independent from City Hall and local administration. The station worked to develop its programming output as the embodiment of independent news and multicultural entertainment in its segment of Serbia. By targeting mothers with young children—a demographic group with advertiser appeal—Radio 021 reclaimed the number one position in the local market. Now, it also has one of the best cafes in town.
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