Hi Nick,<div><br></div><div>Having dealt with agencies and companies as part of student radio advertising, it often confuses them if you start bundling web adverts etc as standard. HOWEVER i do agree that website advertising (and again national selling) is a great opportunity.. and sometimes companies that wouldnt consider on air time love the idea of web...</div>
<div><br></div><div>I would ideally have every station have a portfolio of options (as standardised as we can) including website ad's, website takeovers, on air spots, sponsorships etc</div><div><br></div><div>In the mean time I would also recommend using google adverts as a placeholder, i have know some student stations to get a good amount of money off these.. If anyone needs any advice setting them up let me know</div>
<div><br></div><div>Martin</div><div><br><div class="gmail_quote">On Fri, Apr 22, 2011 at 10:14 AM, Office - ccr-fm <span dir="ltr"><<a href="mailto:office@ccr-fm.co.uk">office@ccr-fm.co.uk</a>></span> wrote:<br><blockquote class="gmail_quote" style="margin:0 0 0 .8ex;border-left:1px #ccc solid;padding-left:1ex;">
Dear All<br>
<br>
Why don't we all just run their adverts on our WEBSITES ...... for half the<br>
cost, thereby rendering the deal an absolute MUST ....... as in the price is<br>
right, an offer they can't refuse (or can't understand?) LOL .......<br>
either one will work ....<br>
<br>
This isn't by the way a cop out from me, as if we achieved the full-hog ...<br>
we would gladly take half the price just to advertise on our website and<br>
give philanthropic mentions only.<br>
I just feel that this would be a way around the rajar obstacle plus the<br>
price of the package would be so daft, you simply couldn't turn it down.<br>
<br>
Just a thought chappies that's all.<br>
<br>
Regards<br>
<br>
Nick<br>
<div class="im"><br>
-----Original Message-----<br>
From: <a href="mailto:cma-l-bounces@mailman.commedia.org.uk">cma-l-bounces@mailman.commedia.org.uk</a><br>
[mailto:<a href="mailto:cma-l-bounces@mailman.commedia.org.uk">cma-l-bounces@mailman.commedia.org.uk</a>] On Behalf Of Two Lochs Radio<br>
</div>Sent: 21 April 2011 21:45<br>
To: Alan Coote; '"CMA Discussion List List"'<br>
<div class="im">Subject: Re: [cma-l] National Advertising<br>
<br>
</div><div><div></div><div class="h5">> Hi Alex and Clive,<br>
><br>
> This issues I found were that<br>
><br>
> 1) Agencies are only interested in station with recognisable auditable<br>
> audience figures - read RAJAR<br>
<br>
There is of course some of that, but in our experience there are<br>
possibilities without RAJAR. We have advertisers that take MCA figures<br>
combined with audience reach figures from independently verified local<br>
annual surveys, and others who simply want the geographical coverage. But in<br>
<br>
any event there are some advertisers (especially public agencies) who are<br>
concerned to have a good geographic and social reach, and they aren't so<br>
bothered about hitting x% of 16-24s or whatever. I guess it is easier for<br>
stations like us where we are the only commercial airtime option in a large,<br>
<br>
if thinly populated, area (no other stations for 70 miles around).<br>
<br>
> 2) There needed to be fully auditable proof of commercial plays - for some<br>
> stations (not The Bay 102.8) this was near impossible.<br>
<br>
No, not at all. All the advertisers we have had are happy to accept that we<br>
record it on log sheets filled in by presenters, with the option of a report<br>
<br>
(none ever has, they have always taken it on trust). The most we have ever<br>
been asked for is exact time of airplays on first day, and most don't<br>
inquire at all. Even if 90% of potential advertisers do want RAJAR or proof<br>
of airtime, the remaining 10% is still a big spend (especially, for example,<br>
<br>
COI).<br>
<br>
> In short most bookers are lazy... if they can tell their client they will<br>
> get near to the desired reach in an area why both with anything else. I<br>
> investigated the very same at the end of last year and got little interest<br>
> from any of the main agencies.<br>
<br>
Absolutely, that is the core problem, but by offering a bulk booking option<br>
for the bookers it enables them to offer to reach niches and geographic<br>
areas to their clients for minimal extra work. A niche agency doing this<br>
work would also need to spend time talking to clients and convincing them of<br>
<br>
the merits for them to put some pressure on the booking agencies to find a<br>
way to make it happemn. This is what we did with Scottish Government and<br>
numerous other public agencies who have an obligation to reach the parts<br>
others don't.<br>
<br>
The bookers then tend to use us to fill in corners in the budget. Eg client<br>
had £50k budget and if a 'neat' campaign with, say, GMG comes to £43,790,<br>
they have £6,210 to spread among a dozen small scale stations, and that's<br>
what they do. That's why we get booking inquiries something like "we want a<br>
two week campaign costing £342, please work out somethign to suit.".<br>
<br>
<br>
Alex<br>
<br>
<br>
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</blockquote></div><br></div>