Capital Advertising to launch in December

Capital Advertising, the new Capital-owned radio sales house, will begin trading on 1 December, following the winding down of its former operation, Media Sales and Marketing.

Capital Advertising, the new Capital-owned radio sales house, will

begin trading on 1 December, following the winding down of its former

operation, Media Sales and Marketing.



The operation will move into Capital’s Leicester Square headquarters,

centralising the radio station, sales operation and restaurant business

under one roof. The formation of the company was necessitated by the

proposed merger of the Capital and Virgin operations and the compulsory

disbanding of the media giant, MSM.



As part of the new package, Capital has unveiled three sales

initiatives.



’Brand Strands’ is aimed at providing advertisers with a package based

on the most suitable programming segments for their target market. Paul

Davies, the group commercial director, said: ’While each station in the

group across the country is individually programmed, Capital has a

central style. This package makes it easier for our advertisers to

understand the products we create - for example, BMRB in Birmingham is

very similar to Capital FM.’



Another package, ’Style Surfers’, is aimed at putting schedules together

to deliver the optimum target audiences through programming. ’Capital

City Link’, meanwhile, will run across 17 stations, targeting ABC1 and

business audiences through sports and news bulletins not already covered

by Newslink.



Davies said: ’We want to be as innovative as we can - but not just for

the sake of it. We are able to offer advertisers exactly what they want,

as we are responding to what people have been asking us to do in the

past six months.’



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