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<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Jaqui n’ all<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>As someone who has worked in both
Community Radio and Commercial Radio ….. I don’t believe anything
the commercial boys tell me, let alone Jaqui’s final statement ……
most are on Fantasy Island and the two main ruling commodities are in total
control ……………. Namely 1)
The jolly green giant (lolly)
& 2) Big ego’s<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Nuff said …………….
Been there, done it, worn the T-Shirt …………. Well not
quite.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Regards<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Nick<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
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<p class=MsoNormal><b><font size=2 face=Tahoma><span lang=EN-US
style='font-size:10.0pt;font-family:Tahoma;font-weight:bold'>From:</span></font></b><font
size=2 face=Tahoma><span lang=EN-US style='font-size:10.0pt;font-family:Tahoma'>
cma-l-bounces@mailman.commedia.org.uk [mailto:cma-l-bounces@mailman.commedia.org.uk]
<b><span style='font-weight:bold'>On Behalf Of </span></b>jaqui devereux<br>
<b><span style='font-weight:bold'>Sent:</span></b> 04 May 2011 11:07<br>
<b><span style='font-weight:bold'>To:</span></b> Phil Edmonds<br>
<b><span style='font-weight:bold'>Cc:</span></b> cma-l@mailman.commedia.org.uk<br>
<b><span style='font-weight:bold'>Subject:</span></b> Re: [cma-l] National
Advertising</span></font><span lang=EN-US><o:p></o:p></span></p>
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<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-bottom:12.0pt'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>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<o:p></o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>On 26 April 2011 19:39, Phil Edmonds <<a
href="mailto:lists@philedmonds.info">lists@philedmonds.info</a>> wrote:<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Again my personal views....<o:p></o:p></span></font></p>
<div>
<p class=MsoNormal style='margin-bottom:12.0pt'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'><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.<o:p></o:p></span></font></p>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>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 '<st1:place w:st="on"><st1:PlaceName
w:st="on">Radio</st1:PlaceName> <st1:PlaceType w:st="on">City</st1:PlaceType></st1:place>'
as a<br>
<st1:City w:st="on"><st1:place w:st="on">Manchester</st1:place></st1:City>
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 <st1:place w:st="on">Yorkshire</st1:place><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 <st1:place w:st="on">Devon</st1:place>.)<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>
<font color="#888888"><span style='color:#888888'><br>
Phil.</span></font><o:p></o:p></span></font></p>
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<br clear=all>
<br>
-- <br>
Jaqui Devereux<br>
Director, Community Media Association<br>
0114 279 5219<br>
<br>
--<br>
Community Media Association<br>
<a href="http://www.commedia.org.uk/" target="_blank">http://www.commedia.org.uk</a><br>
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