The radio industry has joined forces to present a united front to
promote the medium to agencies and advertisers, under the tutelage of
the Radio Advertising Bureau.
The Customer Service Forum comprises the heads of all the major selling
points in the radio industry and has produced a manifesto to be sent out
this week promising more effective practice.
The manifesto is built on four key principles: to position salesforces
as supporters of media planners; to standardise IT systems; to
standardise trading practices to make the medium more accessible; and to
market media brand values to the advertising industry.
It follows a detailed audit of user views and well-documented problems
during the last two years involving the accessibility and interpretation
of RAJAR data, accountability and inflation.
Duncan George, managing director of Opus, GWR’s in-house sales operation
and a forum member, said: ’Radio is unusual in that sales point heads
can get together and agree on such important initiatives. A lot of
advertisers don’t yet use radio, so we should create a united front.’