[cma-l] National Advertising

[Alan Coote]

Hi Alex,

 

In our discussion with the main radio booking agencies in London and
elsewhere, they were not really interested. We were talking about areas
totally around 2 million people across a number of community stations. It
seems as though reaching 80% of people for them was good enough. I see their
point, as the remaining 20% would effectively take 80% of their total time -
not very cost effective.

 

While we weren't successful another approach may be of course.

 

Alan

 

Alan Coote

Managing Director 

The Bay Radio

Office 01202 580200

Studio 01202 571028

Mobile 07801 518858

 

Email alan.coote at thebayradio.com

Web www.thebayradio.com <http://www.thebayradio.com/> 

The Bay Radio, 25B Elliott Road, Bournemouth, BH11 8LQ

      

 

 

Description: The-Bay-logo-small.gif 

 

 

   

 

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: 04 May 2011 12:34 PM
To: jaqui devereux; Phil Edmonds
Cc: cma-l at mailman.commedia.org.uk
Subject: Re: [cma-l] National Advertising

 

Our surveys have consistently come in at more like 60-70% weekly reach, and
several other Highlands & Islands stations have figures between 30-70%. I
guess we benefit from having no other services than BBC in the area. We sell
our adevrtising more on the basis of geograpical and socio-economic reach
than absolute numbers, and the lack of RAJAR has not generally been an
issue. 

 

The main issue for the big spenders (eg COI) has always been that they
outsource the campaign planning to a single company which would rather do
the minimal work of dealing with only a small handful of airtime sellers
that can deliver them a lot of radio stations for relatively little booking
work. If there were an agency offering them the same sort of convenience for
community-based and small stations, the picture could change, as it did for
us with Scottish Government bookings.


Alex

----- Original Message ----- 

From: jaqui devereux <mailto:jaqui.devereux at commedia.org.uk>  

To: Phil Edmonds <mailto:lists at philedmonds.info>  

Cc: cma-l at mailman.commedia.org.uk 

Sent: Wednesday, May 04, 2011 11:07 AM

Subject: Re: [cma-l] National Advertising

 

Dear all

Many community radio stations have done qualitative surveys to gauge
audience size - the average result is fairly consistent in these at around
10% of potential audience.  When the CMA is asked about audience size, we
quote that figure and also make the point that community radio reaches into
the parts of the community that other advertising may well not - so talk
about the quality of your audience and your reach into particular
demographics, not just the size.

NB RAJAR has its problems!  There is a small commercial station in the NW
which appears to have digital listeners but in fact only broadcasts on FM,
so we should not believe everything that is said...

Hope that helps

Jaqui

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