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<p class="MsoNormal"><span style="" lang="EN-GB">Phil</span></p>
<p class="MsoNormal"><span style="" lang="EN-GB"> </span></p>
<p class="MsoNormal"><span style="" lang="EN-GB">RAJAR is
not the ideal tool unless community radio becomes a brand, ie CR Frome or CR
Manchester 103.5fm.<span style=""> </span>Then RAJAR could
pick up the ‘brand’ id as a sort of generic.</span></p>
<p class="MsoNormal"><span style="" lang="EN-GB"> </span></p>
<p class="MsoNormal"><span style="" lang="EN-GB">Guessing
now but perhaps 4% of listening hours could bring in £1 – £2m with very small cost
of RAJAR and net agency commission.</span></p>
<p class="MsoNormal"><span style="" lang="EN-GB"> </span></p>
<p class="MsoNormal"><span style="" lang="EN-GB">My thoughts
are that a ‘caring package’ or ‘ECO package’ is a better direction, selling to
advertisers that want to offset other spend for whatever reason.</span></p>
<p class="MsoNormal"><span style="" lang="EN-GB"> </span></p>
<p class="MsoNormal"><span style="" lang="EN-GB">This has
legs.</span></p>
<p class="MsoNormal"><span style="" lang="EN-GB"> </span></p>
<p class="MsoNormal"><span style="" lang="EN-GB">Bob</span></p>
<br><br>--- On <b>Tue, 26/4/11, Phil Edmonds <i><lists@philedmonds.info></i></b> wrote:<br><blockquote style="border-left: 2px solid rgb(16, 16, 255); margin-left: 5px; padding-left: 5px;"><br>From: Phil Edmonds <lists@philedmonds.info><br>Subject: Re: [cma-l] National Advertising<br>To: cma-l@mailman.commedia.org.uk<br>Date: Tuesday, 26 April, 2011, 19:39<br><br><div class="plainMail">Again my personal views....<br><br>On 23/04/2011 20:56, ROBERT TYLER wrote:<br>> In any event, all of national advertising is sold based on RAJAR data,<br>> in other words, no RAJAR no interest.<br><br>Just pondering - in the last RAJAR figures, 'other listening' counts for <br>6% reach.<br><br>This 'other listening' consists of:<br><br>Non RAJAR subscribing stations - i.e. many Digital only, Community, <br>Student, Hospital and Pirate stations.<br>'Out of area' listening (i.e. if I ticked Liverpool's 'Radio City' as a <br>Manchester listener I'd be in
'other listening' as I'm outside their TSA).<br><br><br>Also RAJAR state that 25% of listening is via Digital Platforms.<br><br>Therefore you could argue that discounting 25% of the 6% of 'other <br>listening' - leaves us with Community Radio having 'the best part of' a <br>4% audience reach.<br><br>Of course some Community Radio listening is via Internet - which is <br>Digital in the RAJAR survey and there are many other non Community <br>'other' stations.<br><br><br>The biggest, of many, blows to the statistical validity of this 4% <br>figure is that there is not universal enough coverage of Community <br>Radio. We are all so different that if a respondent in Town A listens to <br>a Community Radio station, we can't justifiably assume that a similar <br>demographic non surveyed listener in Town B listens to their local <br>Community Radio station.<br><br>Even if you take a margin out of the 'other listening' for listeners to <br>non Rajar, non
Community Radio, a 2% reach brings us in line with the <br>reach of BBC 6Music - but still this is pretty dodgy ground to claim <br>with any validity. In any case in the commercial world there's only <br>Premier Christian Radio, Kissmat, Buzz Asia, Gold Devon and Yorkshire <br>Radio at such low reach figures (the first three being niche <br>broadcasters, the last digital only and we can only assume Oldies on AM <br>is not a mass market attraction in Devon.)<br><br>So depending on how you spin it 2% may or may not be that 'attractive' a <br>statistic.<br><br>However I believe the reach of Community Radio will be greater than this <br>- but a significant audience will only tune in for one or two specific <br>programmes.<br><br>The Rajar methodology will never work for this as the survey size is <br>just many a factor (I'd argue at least hundreds times) too small to <br>catch all these niche one or two hours a week listeners. BUT it is <br>perfectly
"statistically valid" to "gauge" the audience of large <br>mainstream radio stations.<br><br><br>Anyway this is some food for thought - I'm sure some Rajar gurus might <br>be able to pull apart some of this argument as I don't claim to be any <br>expert!<br><br>Phil.<br>_______________________________________________<br><br>Reply - <a ymailto="mailto:cma-l@commedia.org.uk" href="/mc/compose?to=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" target="_blank">http://www.commedia.org.uk</a><br>Twitter: <a href="http://twitter.com/community_media" target="_blank">http://twitter.com/community_media</a><br><a href="http://www.facebook.com/CommunityMediaAssociation" target="_blank">http://www.facebook.com/CommunityMediaAssociation</a><br>Canstream Internet Radio & Video: <a href="http://www.canstream.co.uk/"
target="_blank">http://www.canstream.co.uk/</a><br>_______________________________________________<br><br>Mailing list guidelines: <a href="http://www.commedia.org.uk/about/cma-email-lists/email-list-guidelines/" target="_blank">http://www.commedia.org.uk/about/cma-email-lists/email-list-guidelines/</a><br>_______________________________________________<br><br>To unsubscribe or manage your CMA-L mailing list subscription please visit:<br><a href="http://mailman.commedia.org.uk/mailman/listinfo/cma-l" target="_blank">http://mailman.commedia.org.uk/mailman/listinfo/cma-l</a><br></div></blockquote></td></tr></table>