Comments on: Local adverts – your route to localness? http://james.cridland.net/blog/local-adverts-your-route-to-localness/ Radio futurologist and beer drinker Mon, 21 May 2012 11:08:42 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: BB http://james.cridland.net/blog/local-adverts-your-route-to-localness/#comment-2045 BB Mon, 18 May 2009 12:13:06 +0000 http://james.cridland.net/blog/?p=1357#comment-2045 Ha ha James - I used to listen to that on The Pulse and I do remember Stateside Stonkers :) Those were the days! Can you answer me a question though James - us listeners were never told what happened to Phil Butler, he just disappeared off air and was ultimately replaced by the rather mediocre Alex Hall. Can you spill the beans?? Ha ha James – I used to listen to that on The Pulse and I do remember Stateside Stonkers :)

Those were the days!

Can you answer me a question though James – us listeners were never told what happened to Phil Butler, he just disappeared off air and was ultimately replaced by the rather mediocre Alex Hall. Can you spill the beans??

]]> By: James Cridland http://james.cridland.net/blog/local-adverts-your-route-to-localness/#comment-2044 James Cridland Tue, 12 May 2009 20:33:24 +0000 http://james.cridland.net/blog/?p=1357#comment-2044 Except, Ron, local advertisers actually produce a higher yield for local radio stations (such as Heart). Looking ad-by-ad, actually it's the local advertisers that pay the "big bucks". Because of economies of scale, national advertisers pay less for their advertising. So, fill 9 minutes an hour with paid local advertising, and you're significantly better off than if you'd filled 9 minutes an hour with paid national advertising. Further, local advertising is more recession-resistant than national advertising. A healthy local advertising marketplace actually means that your radio station is more profitable now, and guarantees a more profitable future. And the only "prime-time package" that'll work for any advertiser is one that works. Community radio is significantly cheaper (in terms of a total package) only because fewer people listen to it. It's up to the advertiser to understand whether the larger amount of people listening to their local commercial radio station will bring them better results. (It's all about the results - not the cost). Except, Ron, local advertisers actually produce a higher yield for local radio stations (such as Heart). Looking ad-by-ad, actually it’s the local advertisers that pay the “big bucks”. Because of economies of scale, national advertisers pay less for their advertising. So, fill 9 minutes an hour with paid local advertising, and you’re significantly better off than if you’d filled 9 minutes an hour with paid national advertising.

Further, local advertising is more recession-resistant than national advertising. A healthy local advertising marketplace actually means that your radio station is more profitable now, and guarantees a more profitable future.

And the only “prime-time package” that’ll work for any advertiser is one that works. Community radio is significantly cheaper (in terms of a total package) only because fewer people listen to it. It’s up to the advertiser to understand whether the larger amount of people listening to their local commercial radio station will bring them better results. (It’s all about the results – not the cost).

]]> By: Ron http://james.cridland.net/blog/local-adverts-your-route-to-localness/#comment-2043 Ron Tue, 12 May 2009 19:52:58 +0000 http://james.cridland.net/blog/?p=1357#comment-2043 The big advertisers pay big bucks, squeezing out the local guys for prime time slots on a national basis (if you're Heart that is). Local advertisers can't afford the prime-time rates? This is where Community Radio can score, tailoring a prime-time package for the local advertiser at a price they can afford. The big advertisers pay big bucks, squeezing out the local guys for prime time slots on a national basis (if you’re Heart that is). Local advertisers can’t afford the prime-time rates? This is where Community Radio can score, tailoring a prime-time package for the local advertiser at a price they can afford.

]]> By: martyn http://james.cridland.net/blog/local-adverts-your-route-to-localness/#comment-2042 martyn Mon, 11 May 2009 14:16:11 +0000 http://james.cridland.net/blog/?p=1357#comment-2042 Aaannd if the LOCAL ads were also cool, funky, well-written and well-produced (like ickle tiny bits of good radio) then every one wins; station, advertiser and audience. Aaannd if the LOCAL ads were also cool, funky, well-written and well-produced (like ickle tiny bits of good radio) then every one wins; station, advertiser and audience.

]]> By: Phil http://james.cridland.net/blog/local-adverts-your-route-to-localness/#comment-2041 Phil Sun, 10 May 2009 17:10:23 +0000 http://james.cridland.net/blog/?p=1357#comment-2041 Local adverts have something that I can relate to, as well as more character. Local adverts have something that I can relate to, as well as more character.

]]> By: almost witty http://james.cridland.net/blog/local-adverts-your-route-to-localness/#comment-2040 almost witty Sun, 10 May 2009 16:45:28 +0000 http://james.cridland.net/blog/?p=1357#comment-2040 I absolutely agree. Local adverts are one of the easy ways to get a feel for what's going on around you, and something that regional/national stations just can't provide. Alas, these days, neither can Capital Radio. There's no real sense that it actually comes from London! I absolutely agree. Local adverts are one of the easy ways to get a feel for what’s going on around you, and something that regional/national stations just can’t provide. Alas, these days, neither can Capital Radio. There’s no real sense that it actually comes from London!

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