[cma-l] National Advertising

[Martin Steers]

Clive a couldnt agree more, only together can community stations get the big
national campaigns (and maybe even lobby for more council and coi money)
almost a RAB equiv for community stations..

I ran a trial project with student stations on the same concept, that as a
collective group they can get better deals and access to different
advertiers.. It worked in the whole and learnt alot about the process and
concept. I was considering moving the project into community radio
advertising, if there was will and desire from community stations.

Things that need to consider is that you need a critical mass of stations
for it to be effective.. and you might struggle with a chicken and egg
situation (advertisers wont buy until you have the stations, and stations
may not join unless they can get the adverts)..

Also to make it easier to sell (and for advertisers and agencies to buy
into) you need a generic type advertising package and concept.. covering..

cost per spot (now this can vary by tsa / station / audience size but
not disproportional)
pattern, length of ads (30sec spot, once per hour, for 6 times a day for
example)
consistent audience data.. (targeted population, demographic, listener
numbers where we have it)

Ironically due to a change in my situation I might be able to move this
project on.. if anyone is interested please let me know.. we could just
start the ball rolling and see how we get, or run a trial project in a
region or area.

Martin

On Wed, Apr 20, 2011 at 11:52 AM, Clive Glover <clive.glover at lineone.net>wrote:

> I wonder if anyone has had any recent contact with any of the radio
> advertising agencies about trying to run any national advertising from major
> retailers who have branches in their local areas?  We did this some time ago
> but were effectively told it was not a viable option either for the agencies
> or for ourselves.
>
> But now with 200 CR stations on air and a potential total CR coverage of 18
> million (think that was OFCOM's figure!), should we perhaps be trying this
> again all together?
>
> In our local area - as I am sure in yours - we have multiple outlets for
> all the major supermarkets, various car dealers etc who are major national
> advertisers. We would be happy to run current national ads, perhaps with a
> local addition of "your local *** store is at 24 High Street" if it produced
> some income for us. We have already done exactly this for our local Sony
> Centre (they are franchises so the local manager can make decisions!) and we
> think it helps demonstrate our credibility to other local potential
> advertisers.
>
> Apologies to those stations that do not take advertising, but this does
> seem to me to be an idea whose time has come now we have a large number of
> stations on air!
>
> Thoughts please!
>
> Clive Glover
>
> Radio Verulam 92.6 FM
> St Albans
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