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<P class=MsoNormal><SPAN 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 lang=EN-GB><FONT face=Calibri>Exactly. Community-based
stations offer a different audience from the traditional radio
commercials market, and it is one that is ideally suited to advertisers with a
public service/community remit, such as Government departments, health service,
local councils, major charities, education, common-good
funds etc.</FONT></SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB><FONT face=Calibri>Those sectors have an
obligation to reach sparse, under-served and niche communities, but they spend
big budgets almost exclusively through traditional media buyers because it's
easy for them that way, despite the fact they may be cutting themselves of from
key demographics.</FONT></SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB><FONT face=Calibri>A further development
would be for such a body to facilitate the production fo suitably sponsored
information packages so that stations barred from booking traditional
advertising can also take part where possible and receive the
benefits.</FONT></SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB><FONT face=Calibri>The task of a community
media agency would be to get the message across and make it easy for these
bodies to channel a few percent of their advertising in this direction in proper
fulfilment of their remits.</FONT></SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB><FONT face=Calibri>Thankfully for us the
Scottish Government accepts this argument in respect of its own advertising, but
the net needs to be widened and the market established on a more comprehensive
basis. </FONT></SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB><FONT
face=Calibri>Alex</FONT></SPAN></P></DIV></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=lists@philedmonds.info
href="mailto:lists@philedmonds.info">Phil Edmonds</A> </DIV>
<DIV style="FONT: 10pt arial"><B>Cc:</B> <A
title=cma-l@mailman.commedia.org.uk
href="mailto:cma-l@mailman.commedia.org.uk">cma-l@mailman.commedia.org.uk</A>
</DIV>
<DIV style="FONT: 10pt arial"><B>Sent:</B> Friday, April 29, 2011 9:03
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>Phil</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>RAJAR is not the ideal tool unless
community radio becomes a brand, ie CR Frome or CR Manchester
103.5fm.<SPAN> </SPAN>Then RAJAR could pick up the ‘brand’ id as a
sort of generic.</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN 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 lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN 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 lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN lang=EN-GB>This has legs.</SPAN></P>
<P class=MsoNormal><SPAN lang=EN-GB></SPAN> </P>
<P class=MsoNormal><SPAN 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: rgb(16,16,255) 2px solid; PADDING-LEFT: 5px; MARGIN-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
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