[cma-l] National Advertising

[Martin Steers]

Hi Nick,

Having dealt with agencies and companies as part of student radio
advertising, it often confuses them if you start bundling web adverts etc as
standard. HOWEVER i do agree that website advertising (and again national
selling) is a great opportunity.. and sometimes companies that wouldnt
consider on air time love the idea of web...

I would ideally have every station have a portfolio of options (as
standardised as we can) including website ad's, website takeovers, on air
spots, sponsorships etc

In the mean time I would also recommend using google adverts as a
placeholder, i have know some student stations to get a good amount of money
off these.. If anyone needs any advice setting them up let me know

Martin

On Fri, Apr 22, 2011 at 10:14 AM, Office - ccr-fm <office at ccr-fm.co.uk>wrote:

> 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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