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<DIV><FONT face=Calibri>That's very interesting, but as I mentioned in a
previous message, it does not have to be that way. We get national and pblic
authority advertisers, including government, with no RAJAR whatsoever, and we
definitely do not charge more for local advertsing than for
national. </FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>None of the Highlands and Islands stations is
selling 30s spots for anywhere near as low as £1.20. </FONT><FONT
face=Calibri>Some of the stations have a flat rate for any length up to a
minute, some have a flat rate no matter how many spots are booked. Some, like
us, vary one or other or both. </FONT><FONT face=Calibri></FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>I don't think there's any suggestion of 'signing up and
free money rolls in'. It would have to work like a regular agency, pitching for
business and taking a commission to cover its own costs, but of course on a
not-for-profit basis. (Rather like the dreaded copyright bodies dare I
say!)</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>Alex</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<BLOCKQUOTE
style="BORDER-LEFT: #000000 2px solid; PADDING-LEFT: 5px; PADDING-RIGHT: 0px; MARGIN-LEFT: 5px; MARGIN-RIGHT: 0px">
<DIV style="FONT: 10pt arial">----- Original Message ----- </DIV>
<DIV
style="FONT: 10pt arial; BACKGROUND: #e4e4e4; font-color: black"><B>From:</B>
<A title=bobtyler@btinternet.com href="mailto:bobtyler@btinternet.com">ROBERT
TYLER</A> </DIV>
<DIV style="FONT: 10pt arial"><B>To:</B> <A title=martin@martinsteers.co.uk
href="mailto:martin@martinsteers.co.uk">martin@martinsteers.co.uk</A> </DIV>
<DIV style="FONT: 10pt arial"><B>Cc:</B> <A title=cma-l@commedia.org.uk
href="mailto:cma-l@commedia.org.uk">cma-l@commedia.org.uk</A> </DIV>
<DIV style="FONT: 10pt arial"><B>Sent:</B> Saturday, April 23, 2011 8:56
PM</DIV>
<DIV style="FONT: 10pt arial"><B>Subject:</B> Re: [cma-l] National
Advertising</DIV>
<DIV><BR></DIV>
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<P class=MsoNormal><SPAN lang=EN-GB>Clive</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>Radio advertising sales have fallen
through the floor for a variety of reasons. <SPAN> </SPAN>One of
the big problems with the whole commercial sector is that consolidation
and quasi networking is undermining the value overall. On top of that,
some companies like GMG are selling below the rate and thereby forcing
prices down to compound the problem.</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>In real terms, national revenues
fall well short of the potential local rate, perhaps by as much as 10:1.
In other words, many stations are selling spots at say £1.20 nationally;
when the spot could sell for say £12 (depending on size) locally. I have
never understood why the industry chose this method of business but I
assume it is because local sales have high overheads, in terms of
salaries, commission and cars.</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>In any event, all of national
advertising is sold based on RAJAR data, in other words, no RAJAR no
interest.</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>I understand the logic, as on the
face of it you sign up and free money rolls in. </SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>Money would be better spent on a
sales person representing the ‘generic’ pitching in the supportive role,
</SPAN></P><BR><BR>--- On <B>Thu, 21/4/11, Martin Steers
<I><martin@martinsteers.co.uk></I></B> wrote:<BR>
<BLOCKQUOTE
style="BORDER-LEFT: rgb(16,16,255) 2px solid; PADDING-LEFT: 5px; MARGIN-LEFT: 5px"><BR>From:
Martin Steers <martin@martinsteers.co.uk><BR>Subject: Re:
[cma-l] National Advertising<BR>To: "CMA Discussion List List"
<cma-l@commedia.org.uk><BR>Date: Thursday, 21 April, 2011,
19:09<BR><BR>
<DIV id=yiv540820791>
<DIV class=yiv540820791gmail_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..
<DIV><BR></DIV>
<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>
<DIV><BR></DIV>
<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>
<DIV><BR></DIV>
<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>
<DIV><BR></DIV>
<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>
<DIV><BR></DIV>
<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>
<DIV><BR></DIV><FONT color=#888888>
<DIV>Martin</DIV></FONT>
<DIV>
<DIV></DIV>
<DIV class=yiv540820791h5>
<DIV><BR>
<DIV class=yiv540820791gmail_quote>On Wed, Apr 20, 2011 at 11:52 AM,
Clive Glover <SPAN dir=ltr><<A
href="/mc/compose?to=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: rgb(204,204,204) 1px solid; MARGIN: 0pt 0pt 0pt 0.8ex; PADDING-LEFT: 1ex"
class=yiv540820791gmail_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
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