Mediaventures in radio deal with Clear Channel

Clear Channel is on the verge of signing a deal with the independent sales house Mediaventures, to back the development of in-store radio stations for Britain’s shopping chains.

Clear Channel is on the verge of signing a deal with the

independent sales house Mediaventures, to back the development of

in-store radio stations for Britain’s shopping chains.



Mediaventures will initially develop independent radio stations for the

retail market, but eventually it hopes to support the stations with a

range of outdoor advertising sites, such as screens outside

supermarkets.



The sales house will also be looking to expand into other retail

sectors.



Westside Broadcast Sales, the radio sales arm of Mediaventures, already

sells airtime on Asda FM, which enjoys a potential audience of ten

million shoppers every week. WBS will continue to sell airtime for the

new retail radio stations.



Clive Reiffel, consultant to Mediaventures, said that Clear Channel’s

investment stake in the new venture could not be confirmed. But he said

the company’s involvement would ’give Mediaventures the financial clout

and credibility to pitch to the agencies’.



Reiffel admitted that, as in-store radio operates outside of Rajar

audience research, agencies still need to be persuaded of its worth.



’Commercial radio listeners don’t have control. We need to establish the

effectiveness of in-store radio, based on quantifiable research, and

convince people this is a very different kind of advertising,’ he

said.



’Although sales can be recorded by a barcode to ascertain the link

between a sale and the radio advertisement, part of the new venture will

be to provide better evidence of success.’



A media agency source said: ’If in-store radio is presented to the

agency as part of a scheme to reach people via radio, big screens and

maybe posters before they are about to spend money, then we might be

more interested.’



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