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<DIV>It has been interesting reading comments on the subject of a national advertising agency.</DIV>
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<DIV>Such an agency run efficiently and creatively could be a positive development for those permitted to take advertising.</DIV>
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<DIV>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. </DIV>
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<DIV>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.</DIV>
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<DIV><FONT color=#40007f><EM><STRONG>Shirls</STRONG></EM></FONT></DIV>
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<DIV><FONT color=#0000bf><FONT color=#00007f><FONT color=#40007f face="comic sans ms">Shirley Ludford<BR></FONT><FONT face="comic sans ms">Mob: 07951 366289</FONT><BR></FONT></FONT></DIV>
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<DIV><FONT color=#0000bf><A href="http://www.swindon1055.com/" rel=nofollow target=_blank><FONT color=#00007f></FONT></A></DIV>
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<DIV><FONT color=#00007f>Station Manager. Trainer</FONT></DIV>
<DIV><FONT color=#00007f>SWINDON 105.5</FONT></DIV>
<DIV><FONT color=#00007f><A href="http://www.swindon1055.com/" rel=nofollow target=_blank><FONT color=#00007f>www.swindon1055.com</FONT></A></FONT></DIV>
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<B><SPAN style="FONT-WEIGHT: bold">From:</SPAN></B> Martin Steers <martin@martinsteers.co.uk><BR><B><SPAN style="FONT-WEIGHT: bold">To:</SPAN></B> CMA Discussion List List <cma-l@commedia.org.uk><BR><B><SPAN style="FONT-WEIGHT: bold">Sent:</SPAN></B> Thursday, 21 April, 2011 19:09:43<BR><B><SPAN style="FONT-WEIGHT: bold">Subject:</SPAN></B> Re: [cma-l] National Advertising<BR></FONT><BR>
<DIV class=gmail_quote>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..
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<DIV>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.</DIV>
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<DIV>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)..</DIV>
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<DIV>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..</DIV>
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<DIV>cost per spot (now this can vary by tsa / station / audience size but not disproportional)</DIV>
<DIV>pattern, length of ads (30sec spot, once per hour, for 6 times a day for example)</DIV>
<DIV>consistent audience data.. (targeted population, demographic, listener numbers where we have it)</DIV>
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<DIV>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.</DIV>
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<DIV class=gmail_quote>On Wed, Apr 20, 2011 at 11:52 AM, Clive Glover <SPAN dir=ltr><<A href="mailto:clive.glover@lineone.net" rel=nofollow target=_blank ymailto="mailto:clive.glover@lineone.net">clive.glover@lineone.net</A>></SPAN> wrote:<BR>
<BLOCKQUOTE style="BORDER-LEFT: #ccc 1px solid; MARGIN: 0px 0px 0px 0.8ex; PADDING-LEFT: 1ex" class=gmail_quote>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.<BR><BR>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?<BR><BR>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.<BR><BR>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!<BR><BR>Thoughts please!<BR><BR>Clive Glover<BR><BR>Radio Verulam 92.6 FM<BR>St Albans<BR>_______________________________________________<BR><BR>Reply - <A href="mailto:cma-l@commedia.org.uk" rel=nofollow target=_blank ymailto="mailto:cma-l@commedia.org.uk">cma-l@commedia.org.uk</A><BR><BR>The cma-l mailing list is a members' service provided by the Community Media Association - <A href="http://www.commedia.org.uk/" rel=nofollow target=_blank>http://www.commedia.org.uk</A><BR>Twitter: <A href="http://twitter.com/community_media" rel=nofollow target=_blank>http://twitter.com/community_media</A><BR><A
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