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<DIV><FONT face=Calibri>Hi Alan,</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>Yes, that was our experience too. That's exactly why I
made the proposal for helping get more big agency ads to the community and
small non-profit stations:</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>a) there has to be a single sales house through
which the agents can place one booking for dozens of small
stations</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>b) you have to lobby/educate <U>their clients</U> -
the advertisers - to apply a little pressure to them to indicate that they (the
clients) would like x% of the bookings to go in the direction of the smaller
stations. </FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>Once they understand that at present their appointed
agent has no incentive other than to do the minimum work they can get away
with to meet the very broad targets they are set, and that this may be missing
some very worthwhile demographics, the client may realize that hithertoo the
tail has been wagging the dog a bit too much, and should be given a slight
steer.</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>The ideal time to make this approach is of course when
the time is drawing near for retendering of the contract for the booking agency
- call me cynical, but rather like pre-election time or pre-BBC licence fee
settlement, they become suddenly a bit more interested in social inclusion,
public service etc. This strategy was successful in Scotland and I don't see why
it shouldn't be on a greater scale for UK-wide bookings.</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<DIV><FONT face=Calibri>Alex</FONT></DIV>
<DIV><FONT face=Calibri></FONT> </DIV>
<BLOCKQUOTE
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dir=ltr>
<DIV style="FONT: 10pt arial">----- Original Message ----- </DIV>
<DIV
style="FONT: 10pt arial; BACKGROUND: #e4e4e4; font-color: black"><B>From:</B>
<A title=alan.coote@btinternet.com
href="mailto:alan.coote@btinternet.com">Alan Coote</A> </DIV>
<DIV style="FONT: 10pt arial"><B>To:</B> <A title=tlr@gairloch.co.uk
href="mailto:tlr@gairloch.co.uk">'Two Lochs Radio'</A> ; <A
title=jaqui.devereux@commedia.org.uk
href="mailto:jaqui.devereux@commedia.org.uk">'jaqui devereux'</A> ; <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> Thursday, May 05, 2011 10:49
AM</DIV>
<DIV style="FONT: 10pt arial"><B>Subject:</B> RE: [cma-l] National
Advertising</DIV>
<DIV><BR></DIV>
<DIV class=WordSection1>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt">Hi
Alex,<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt">In
our discussion with the main radio booking agencies in London and elsewhere,
they were not really interested. We were talking about areas totally around 2
million people across a number of community stations. It seems as though
reaching 80% of people for them was good enough. I see their point, as the
remaining 20% would effectively take 80% of their total time – not very cost
effective.<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt">While
we weren’t successful another approach may be of course.<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt">Alan<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Alan Coote<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Managing Director <o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>The Bay Radio<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Office 01202 580200<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Studio 01202 571028<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Mobile 07801 518858<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Email <A
href="mailto:alan.coote@thebayradio.com">alan.coote@thebayradio.com</A><o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>Web <A
href="http://www.thebayradio.com/">www.thebayradio.com</A><o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US>The Bay Radio, 25B Elliott Road, Bournemouth, BH11
8LQ<o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US> <o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"
lang=EN-US><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><IMG
id=Picture_x0020_0 border=0 alt="Description: The-Bay-logo-small.gif"
src="cid:2DF6BEB9E5B84C9898DD6B0EF177C5B8@wwpc04" width=100
height=103></SPAN><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"> <o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"> <o:p></o:p></SPAN></P>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'; COLOR: #1f497d; FONT-SIZE: 11pt"><o:p> </o:p></SPAN></P>
<DIV>
<DIV
style="BORDER-BOTTOM: medium none; BORDER-LEFT: medium none; PADDING-BOTTOM: 0cm; PADDING-LEFT: 0cm; PADDING-RIGHT: 0cm; BORDER-TOP: #b5c4df 1pt solid; BORDER-RIGHT: medium none; PADDING-TOP: 3pt">
<P class=MsoNormal><B><SPAN
style="FONT-FAMILY: 'Tahoma','sans-serif'; FONT-SIZE: 10pt"
lang=EN-US>From:</SPAN></B><SPAN
style="FONT-FAMILY: 'Tahoma','sans-serif'; FONT-SIZE: 10pt" lang=EN-US>
cma-l-bounces@mailman.commedia.org.uk
[mailto:cma-l-bounces@mailman.commedia.org.uk] <B>On Behalf Of </B>Two Lochs
Radio<BR><B>Sent:</B> 04 May 2011 12:34 PM<BR><B>To:</B> jaqui devereux; Phil
Edmonds<BR><B>Cc:</B> cma-l@mailman.commedia.org.uk<BR><B>Subject:</B> Re:
[cma-l] National Advertising<o:p></o:p></SPAN></P></DIV></DIV>
<P class=MsoNormal><o:p> </o:p></P>
<DIV>
<DIV>
<P class=MsoNormal><SPAN style="FONT-FAMILY: 'Calibri','sans-serif'">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><o:p></o:p></P></DIV>
<DIV>
<P class=MsoNormal> <o:p></o:p></P></DIV>
<DIV>
<P class=MsoNormal><SPAN style="FONT-FAMILY: 'Calibri','sans-serif'">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><o:p></o:p></P></DIV>
<DIV>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Calibri','sans-serif'"><BR>Alex</SPAN><o:p></o:p></P></DIV></DIV>
<BLOCKQUOTE
style="BORDER-BOTTOM: medium none; BORDER-LEFT: black 1.5pt solid; PADDING-BOTTOM: 0cm; MARGIN: 5pt 0cm 5pt 3.75pt; PADDING-LEFT: 4pt; PADDING-RIGHT: 0cm; BORDER-TOP: medium none; BORDER-RIGHT: medium none; PADDING-TOP: 0cm">
<DIV>
<P class=MsoNormal><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt">----- Original
Message ----- <o:p></o:p></SPAN></P></DIV>
<DIV>
<P style="BACKGROUND: #e4e4e4" class=MsoNormal><B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt">From:</SPAN></B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt"> <A
title=jaqui.devereux@commedia.org.uk
href="mailto:jaqui.devereux@commedia.org.uk">jaqui devereux</A>
<o:p></o:p></SPAN></P></DIV>
<DIV>
<P class=MsoNormal><B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt">To:</SPAN></B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt"> <A
title=lists@philedmonds.info href="mailto:lists@philedmonds.info">Phil
Edmonds</A> <o:p></o:p></SPAN></P></DIV>
<DIV>
<P class=MsoNormal><B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt">Cc:</SPAN></B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt"> <A
title=cma-l@mailman.commedia.org.uk
href="mailto:cma-l@mailman.commedia.org.uk">cma-l@mailman.commedia.org.uk</A>
<o:p></o:p></SPAN></P></DIV>
<DIV>
<P class=MsoNormal><B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt">Sent:</SPAN></B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt"> Wednesday, May
04, 2011 11:07 AM<o:p></o:p></SPAN></P></DIV>
<DIV>
<P class=MsoNormal><B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt">Subject:</SPAN></B><SPAN
style="FONT-FAMILY: 'Arial','sans-serif'; FONT-SIZE: 10pt"> Re: [cma-l]
National Advertising<o:p></o:p></SPAN></P></DIV>
<DIV>
<P class=MsoNormal><o:p> </o:p></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<o:p></o:p></P></BLOCKQUOTE></DIV></BLOCKQUOTE></BODY></HTML>