[cma-l] National Advertising

Fri Apr 22 13:21:35 BST 2011

 I think some kind of joint approach would be a really really good idea. After all, we did it with the BBC digital switchover. It would almost be worth the CMA employing an advertising person on a basic plus commission which maybe we could all chip into on a trial basis for three months or so? 

During the day, when we have more mainstream music, our presenters play each advert once an hour, and it gets played three times on drive and breakfast. Some of the specialist programmes after 7 play ads too, but this has been harder to enforce. But I am looking at getting more tough about that because we are gearing ourselves up to do the listen again facility as I have spotted a potential revenue stream that would appeal to certain niche advertisers. Some of our specialist music and or/interest programmes ( such as prog rock or the skateboarding show) do have the potential to have quite a large audience, not only locally, but nationally and internationally on the internet, which must be something that will appeal to advertisers  With that you haven't got to worry about RAJAR - you just show the advertisers the hits on the website. With BBC 6 clearly showing that their is an audience for music and chat that doesn't confirm to the usual
 Heart style formula, maybe this could be one way to go? Celebrate our difference and show that we  reach audiences that other stations don't?

Just a thought

Claire Penketh
Stroud FM
Better to have given it a go than never to have tried at all

--- On Thu, 21/4/11, Alan Coote <alan.coote at btinternet.com> wrote:

From: Alan Coote <alan.coote at btinternet.com>
Subject: Re: [cma-l] National Advertising
To: "'Two Lochs Radio'" <tlr at gairloch.co.uk>, "'"CMA Discussion List List"'" <cma-l at commedia.org.uk>
Date: Thursday, 21 April, 2011, 21:28

Hi Alex and Clive,

This issues I found were that 

1) Agencies are only interested in station with recognisable auditable
audience figures - read RAJAR
2) There needed to be fully auditable proof of commercial plays - for some
stations (not The Bay 102.8) this was near impossible.

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.

Here's how short sighted they are - The Bay 102.8 is one of the most
listened to stations in our area, beating 2 out of 4 commercial stations -
and still the national agency would rather go with them!

Alan   

-----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 11:57 AM
To: "CMA Discussion List List"
Subject: Re: [cma-l] National Advertising

Yes, I've long thought it was time for CMA to look at some form of joint
booking agency for national advertisers. In our limited experience they are
quite happy to spread the advertising cake around, but can't cope with the
overheads of dealing with separate bookings for a hundred tiny stations,
when for one order placed with Bauer or GMG they can advertise on dozens of
major stations with just one order to administer.

In Scotland we have already managed to achieve this with the Scottish
Government for their advertising, but it would be good to see some real
effort put into a UK-wide sales agency for the non-profit radio sector.

Alex

----- Original Message -----
From: "Clive Glover" <clive.glover at lineone.net>
To: "CMA Discussion List List" <cma-l at commedia.org.uk>
Sent: Wednesday, April 20, 2011 11:52 AM
Subject: [cma-l] National Advertising

>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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