[cma-l] National Advertising - and for the others?

Fri Apr 22 20:51:43 BST 2011

It has been interesting reading comments on the subject of a national 
advertising agency.

Such an agency run efficiently and creatively could be a positive development 
for those permitted to take advertising.

Stations like ours, which are not permitted to use this method of assising in 
supporting our service, would feel a further divide between the two tiers of 
community stations.   

Perhaps also a campaign could be considered for taking to Ofcom, to create an 
even playing field for all community radio services by allowing them to take 
commercials or be more commercial on air, increasing potential for 
sustainability?   A thought from Swindon.

Shirls

Shirley Ludford
Mob: 07951 366289

Station Manager.   Trainer
SWINDON 105.5
www.swindon1055.com

________________________________
From: Martin Steers <martin at martinsteers.co.uk>
To: CMA Discussion List List <cma-l at commedia.org.uk>
Sent: Thursday, 21 April, 2011 19:09:43
Subject: Re: [cma-l] National Advertising

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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