Taking Javed's suggestion a little further, I believe it would be possible to give some more "science" which may help convince national advertisers.<br><br>There are excellent statistics available from the Central Office of information. These stats are available free of charge on their website - with loads of information on population, ages, employment, income, deprivation etc etc. There is a choice to break down the information by parish, postcode sector etc etc.<br>
<br>Thus if each station declared which parishes or postcode sectors is covered (maybe by overlaying a coverage prediction), there would be a wealth of population data available. This information is hard fact and cannot be disputed. Then the next part (which could be disputed), is the station's reach of that population...but some relatively simple random surveys could establish that relatively easily on a one-off or occasional basis.<br>
<br>Glyn Roylance<br>Associated Broadcast Consultants<br><br><div class="gmail_quote">On 4 May 2011 17:29, Javed Sattar <span dir="ltr"><<a href="mailto:javed@awazfm.co.uk">javed@awazfm.co.uk</a>></span> wrote:<br><blockquote class="gmail_quote" style="margin: 0pt 0pt 0pt 0.8ex; border-left: 1px solid rgb(204, 204, 204); padding-left: 1ex;">
<div bgcolor="white" link="blue" vlink="purple" lang="EN-GB"><div><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">Hi All,</span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">Our last survey which was over 5 years, we had 57% listen to Awaz FM more than 5+ per day with over 90% of our target community listening to Awaz FM.</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">We get both local and national advertising. Although we are specifically targeting community of interest.</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">A single agency for the CR sector is fundamentally needed. Given the conversation on the list regarding this… would it help the cma if all the CR stations who are members of CMA…provide the following:</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>a)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">Target Area</span></p>
<p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>b)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">Target Population (community of interest for example)</span></p>
<p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>c)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">Total Population</span></p>
<p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>d)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">Main Languages used for advertising</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">All the other stuff regarding rates per station would differ depending on who the station was serving an a debate for another date.</span></p><p class="MsoNormal">
<span style="font-size: 11pt; color: rgb(31, 73, 125);">Whats needed is someone to spend time collating the information. I'm sure we have more than half the country listening to Cr stations an also targeting multiple languages. We have created for Scottish Government adverts in various languages…I this was simplify costs.</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">So in regards to Awaz FM:</span></p><p class="MsoNormal">
<span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>a)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">Glasgow (mostly Central to greater Glasgow and surrounding area)</span></p>
<p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>b)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">55000-60000 (it was estimated our target population during the last Census)</span></p>
<p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>c)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">592820 (2007 population est <a href="http://Glasgow.Gov.UK" target="_blank">Glasgow.Gov.UK</a>) Urban Population 1,750,000 </span></p>
<p><span style="font-size: 11pt; color: rgb(31, 73, 125);"><span>d)<span style="font: 7pt "Times New Roman";"> </span></span></span><span style="font-size: 11pt; color: rgb(31, 73, 125);">English, Urdu, Punjabi, Hindi</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">I'm sure we all can provide Jaqui and her team with this information which she can use to strengthen the case to various departments on how the sector reaches. I'm not sure if this information has been requested before so I request all CR station to assist in this.</span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">Kind regards</span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);">Javed</span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p>
<p class="MsoNormal"><span style="font-size: 11pt; color: rgb(31, 73, 125);"> </span></p><div><div style="border-width: 1pt medium medium; border-style: solid none none; border-color: rgb(181, 196, 223) -moz-use-text-color -moz-use-text-color; padding: 3pt 0cm 0cm;">
<p class="MsoNormal"><b><span style="font-size: 10pt;" lang="EN-US">From:</span></b><span style="font-size: 10pt;" lang="EN-US"> <a href="mailto:cma-l-bounces@mailman.commedia.org.uk" target="_blank">cma-l-bounces@mailman.commedia.org.uk</a> [mailto:<a href="mailto:cma-l-bounces@mailman.commedia.org.uk" target="_blank">cma-l-bounces@mailman.commedia.org.uk</a>] <b>On Behalf Of </b>Two Lochs Radio<br>
<b>Sent:</b> 04 May 2011 12:34<br><b>To:</b> jaqui devereux; Phil Edmonds<br><b>Cc:</b> <a href="mailto:cma-l@mailman.commedia.org.uk" target="_blank">cma-l@mailman.commedia.org.uk</a><br><b>Subject:</b> Re: [cma-l] National Advertising</span></p>
</div></div><p class="MsoNormal"> </p><div><div><p class="MsoNormal"><span>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. </span></p>
</div><div><p class="MsoNormal"> </p></div><div><p class="MsoNormal"><span>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.</span></p>
</div><div><p class="MsoNormal"><span><br>Alex</span></p></div></div><blockquote style="border-width: medium medium medium 1.5pt; border-style: none none none solid; border-color: -moz-use-text-color -moz-use-text-color -moz-use-text-color black; padding: 0cm 0cm 0cm 4pt; margin: 5pt 0cm 5pt 3.75pt;">
<div><p class="MsoNormal"><span style="font-size: 10pt;">----- Original Message ----- </span></p></div><div><p class="MsoNormal" style="background: none repeat scroll 0% 0% rgb(228, 228, 228);"><b><span style="font-size: 10pt;">From:</span></b><span style="font-size: 10pt;"> <a href="mailto:jaqui.devereux@commedia.org.uk" title="jaqui.devereux@commedia.org.uk" target="_blank">jaqui devereux</a> </span></p>
</div><div><p class="MsoNormal"><b><span style="font-size: 10pt;">To:</span></b><span style="font-size: 10pt;"> <a href="mailto:lists@philedmonds.info" title="lists@philedmonds.info" target="_blank">Phil Edmonds</a> </span></p>
</div><div><p class="MsoNormal"><b><span style="font-size: 10pt;">Cc:</span></b><span style="font-size: 10pt;"> <a href="mailto:cma-l@mailman.commedia.org.uk" title="cma-l@mailman.commedia.org.uk" target="_blank">cma-l@mailman.commedia.org.uk</a> </span></p>
</div><div><p class="MsoNormal"><b><span style="font-size: 10pt;">Sent:</span></b><span style="font-size: 10pt;"> Wednesday, May 04, 2011 11:07 AM</span></p></div><div><p class="MsoNormal"><b><span style="font-size: 10pt;">Subject:</span></b><span style="font-size: 10pt;"> Re: [cma-l] National Advertising</span></p>
</div><div><p class="MsoNormal"> </p></div><p class="MsoNormal">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</p></blockquote></div></div><br>_______________________________________________<br>
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