Radio sales points join forces in forum to promote medium

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 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.’



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