[cma-l] National Advertising

[Office - ccr-fm]

Dear All

Why don't we all just run their adverts on our WEBSITES ...... for half the
cost, thereby rendering the deal an absolute MUST ....... as in the price is
right, an offer they can't refuse (or can't understand?)   LOL .......
either one will work ....

This isn't by the way a cop out from me, as if we achieved the full-hog ...
we would gladly take half the price just to advertise on our website and
give philanthropic mentions only.
I just feel that this would be a way around the rajar obstacle plus the
price of the package would be so daft, you simply couldn't turn it down.

Just a thought chappies that's all.

Regards

Nick

-----Original Message-----
From: cma-l-bounces at mailman.commedia.org.uk
[mailto:cma-l-bounces at mailman.commedia.org.uk] On Behalf Of Two Lochs Radio
Sent: 21 April 2011 21:45
To: Alan Coote; '"CMA Discussion List List"'
Subject: Re: [cma-l] National Advertising

> Hi Alex and Clive,
>
> This issues I found were that
>
> 1) Agencies are only interested in station with recognisable auditable
> audience figures - read RAJAR

There is of course some of that, but in our experience there are 
possibilities without RAJAR. We have advertisers that take MCA figures 
combined with audience reach figures from independently verified local 
annual surveys, and others who simply want the geographical coverage. But in

any event there are some advertisers (especially public agencies) who are 
concerned to have a good geographic and social reach, and they aren't so 
bothered about hitting x% of 16-24s or whatever. I guess it is easier for 
stations like us where we are the only commercial airtime option in a large,

if thinly populated, area (no other stations for 70 miles around).

> 2) There needed to be fully auditable proof of commercial plays - for some
> stations (not The Bay 102.8) this was near impossible.

No, not at all. All the advertisers we have had are happy to accept that we 
record it on log sheets filled in by presenters, with the option of a report

(none ever has, they have always taken it on trust). The most we have ever 
been asked for is exact time of airplays on first day, and most don't 
inquire at all. Even if 90% of potential advertisers do want RAJAR or proof 
of airtime, the remaining 10% is still a big spend (especially, for example,

COI).

> In short most bookers are lazy... if they can tell their client they will
> get near to the desired reach in an area why both with anything else. I
> investigated the very same at the end of last year and got little interest
> from any of the main agencies.

Absolutely, that is the core problem, but by offering a bulk booking option 
for the bookers it enables them to offer to reach niches and geographic 
areas to their clients for minimal extra work. A niche agency doing this 
work would also need to spend time talking to clients and convincing them of

the merits for them to put some pressure on the booking agencies to find a 
way to make it happemn. This is what we did with Scottish Government and 
numerous other public agencies who have an obligation to reach the parts 
others don't.

The bookers then tend to use us to fill in corners in the budget. Eg client 
had £50k budget and if a 'neat' campaign with, say, GMG comes to £43,790, 
they have £6,210 to spread among a dozen small scale stations, and that's 
what they do. That's why we get booking inquiries something like "we want a 
two week campaign costing £342, please work out somethign to suit.".


Alex


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