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<DIV><FONT face=Calibri>Our surveys have consistently come in at more like
60-70% weekly reach, and several other Highlands & Islands stations have
figures between 30-70%. I guess we benefit from having no other services than
BBC in the area. We sell our adevrtising more on the basis of geograpical and
socio-economic reach than absolute numbers, and the lack of RAJAR has not
generally been an issue. </FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>The main issue for the big spenders (eg COI) has always
been that they outsource the campaign planning to a single company which would
rather do the minimal work of dealing with only a small handful of airtime
sellers that can deliver them a lot of radio stations for relatively little
booking work. If there were an agency offering them the same sort of convenience
for community-based and small stations, the picture could change, as it did for
us with Scottish Government bookings.</FONT></DIV>
<DIV><FONT face=Calibri><BR>Alex</FONT></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=jaqui.devereux@commedia.org.uk
href="mailto:jaqui.devereux@commedia.org.uk">jaqui devereux</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> Wednesday, May 04, 2011 11:07
AM</DIV>
<DIV style="FONT: 10pt arial"><B>Subject:</B> Re: [cma-l] National
Advertising</DIV>
<DIV><BR></DIV>Dear all<BR><BR>Many community radio stations have done
qualitative surveys to gauge audience size - the average result is fairly
consistent in these at around 10% of potential audience. When the CMA is
asked about audience size, we quote that figure and also make the point that
community radio reaches into the parts of the community that other advertising
may well not - so talk about the quality of your audience and your reach into
particular demographics, not just the size.<BR><BR>NB RAJAR has its
problems! There is a small commercial station in the NW which appears to
have digital listeners but in fact only broadcasts on FM, so we should not
believe everything that is said...<BR><BR>Hope that
helps<BR><BR>Jaqui</BLOCKQUOTE></BODY></HTML>