Radio forum to lure ad revenue
THE region’s commercial radio companies have come together in a bid to increase their share of the UK advertising market.
Senior sales executives from a number of companies including Bauer, which runs Key 103 and Magic; Global, the owner of Capital and Xfm; and GMG, which operates Smooth and Real Radio, have teamed up under the Regional Radio Forum (RRF) banner.
At an event in Manchester yesterday GMG sales director Michael McIntyre told an audience of media buyers that the objective was to, “drive the regional radio industry forward” by pursuading buyers to spend more outside London.
He said: “It’s about us coming together for the greater good and building a collaborative relationship.”
Mr McIntyre said the radio companies would inevitably be competing against other media such as TV, newspapers and websites, but it was also essential to, “find reasons to get these clients to spend more money.”
The forum will seek to win new business from media buyers which will then be targeted by the individual companies through open pitches.
The forum also includes Helen Walledge (head of agency sales, GMG), Aaron Tibbits (regional sales director, talkSPORT), Andy Jones (First Radio sales director), Max Brown (regional account manager, Bauer Media), Cheryl Levington (client services director, Global Radio) and Collette Cadwell (client strategist, Global Radio).
