Navigating the Potholes: Black Media Owner Inclusion vs Access in South Africa's Billboard Safari

In the wild safari of billboards, where messages scream for attention and images dance like synchronized swimmers, one might think that potential black inclusion in the industry would be as straight-forward as a hand gesture signaling a trip to Jozi. Ah, but as we venture into the peculiar landscape of Out of Home advertising, a truth as glaring as a neon sign becomes apparent: inclusion and access are not always synonymous, especially for potential and current black media owners. So, s'khiphani, what's going on enklek?

Ok-right, picture this: a scenario where one gets the golden ticket to enter a grand amusement park, only to realize the ticket booth is guarded by a dragon demanding a fee equal to the cost of a small castle. In the world of billboards, the dragon takes the form of financing challenges. Access to finance, in South Africa specifically, can feel like attempting to ask government to fund an airline for the millionth time without profit. Ask the former SAA bosses if you don't believe me. Jiki jiki if you decide to self fund your large format billboard dreams, the lightlyhood of having to sleep under them for shelter are very high; infact, that stunt could redefine your perception of Out of Home (OoH) to Out of House and Home (OoHH)

But wait, there's more! In the realm of bureaucratic gatekeeping, one might think they've stumbled upon a particularly convoluted episode of a fantasy series. There's a labyrinthine maze of forms, permits, bylaws and procedures that makes getting a billboards permit akin to deciphering ancient runes. It's almost as if the gatekeepers are trying to gauge the applicant's determination by seeing how well they can navigate a never-ending bush of paperwork. Perhaps, somewhere in the midst of it all, lies the mystical fountain of permit approval – guarded by an enchanted notary or the headless "Waar is my kop" ghost; which we all grew up knowing about but have never seen...? The irony.

Now, imagine trying to find the legendary treasure map that leads to this fountain. Access to information, like trying to find your way out of a house of mirrors, becomes a comical dance of confusion. Essential insights, guidelines, and industry tips are seemingly concealed within layers of secrecy, like a magician's best-kept secrets. If only potential black media owners had a magical decoder ring for translating the cryptic whispers of insider knowledge.

But in all seriousness, these challenges paint a somber reality. The road to inclusion in the Out of Home billboard space is riddled with more potholes than a South African CBD city street after a mysterious gas explosion. The gap between being present and being able to actively participate is as wide as the Kruger Park, and navigating it requires the skill and tenacity of a seasoned safari guide; ideally one with ZAR's.

In conclusion, the billboard safari is not for the faint of heart, particularly for black media owners looking to take their place amidst the bright lights and bold messages. Inclusion might seem like the first step towards leveling the playing field, but access remains the elephant in the room. Until the dragons of finance are tamed, the mazes of bureaucracy are simplified, and the treasure maps of information are readily available, this safari's thicket will continue to obscure the path to participation.

However, be that as it may, It's high time to pave the road towards a billboard Eden where the industry can echo with diverse voices and vibrant stories, unhampered by the potholes of inequity. Phambili...

By Katlego Leballo-Moalosi Senior Director

- Cluster Billboards SA