UKRD to take third-party advertising

By RACHEL MINTER, campaignlive.co.uk, Monday, 14 August 2000 12:00AM

UKRD is separating its sales division from its development business.

UKRD is separating its sales division from its development

business.



The sales arm, called UK Radio Sales (UKRS), will now take third-party

advertising and concentrate solely on generating advertising

revenue.



The development arm has been hived off into a separate business called

Infinity Media, which will focus on investments in digital radio and

internet ventures.



As part of the move, the company is planning to boost its regional sales

presence to increase regional revenues.



One of its first measures is to turn UKRS into an independent radio

sales house, selling third-party advertising on behalf of other local

radio stations.



The group will target medium-sized stations that are not represented by

the London agencies.



’We will be offering services to other local radio stations that don’t

have their own regional set-up. These will include the individual

stations or medium-sized groups that are not represented by the big

radio sales houses,’ said UKRS sales director Rob Van Pooss.



UKRS has already attracted business from Tiles Are Us, a chain of

wholesale tile merchants, and Jewsons, the building material

supplier.



Currently, individual regional representatives dotted around the UK

handle all the local sales operations for radio stations within the

group. But UKRS is set to recruit two regional sales managers and two

sales executives to begin the process of centralising the sales

team.



However, this initiative will not affect national sales, which will

continue to be sold by Clear Channel Radio Sales.



William Rogers, the newly appointed chief operating officer of UKRD,

commented that he expected UKRS to ’improve weekly reach and increase

revenue without being hampered by strategic development.’



Infinity Media will invest in digital radio stations and internet

ventures that will be built into UKRD’s existing portfolio of local

stations.



One of its first initiatives will be the launch of an integrated website

- to include e-commerce - for radio stations across the UK.



Infinity Media will also assume responsibility for digital radio station

Flix, which will broadcast music from the movies on the Coventry Digital

Multiplex next spring.



Infinity will also join the bidding race for regional radio licences as

and when they are up for grabs. UKRD will remain the majority

shareholder in Infinity Media.



Key radio stations in the group’s portfolio include Active FM based in

East London, Clan FM based in Scotland, Pirate FM in Cornwall and

Plymouth, and Eagle in Cambridgeshire.



This article was first published on campaignlive.co.uk

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