Conference claims radio has a key role in integrated media

Rupert Howell, the president of the Institute of Practitioners in Advertising, warned the BBC that it is ploughing too much time and effort into its TV output at the expense of its radio offering.

Rupert Howell, the president of the Institute of Practitioners in

Advertising, warned the BBC that it is ploughing too much time and

effort into its TV output at the expense of its radio offering.



At the Radio Advertising Bureau conference last week, he told delegates

that commercial radio was in good shape and that the internet won’t

destroy existing media or traditional advertising.



Howell advised media practitioners to use radio as part of an integrated

approach to advertising, in order to enjoy a future in which old and new

media co-exist.



Adam Smith, Zenith Media’s head of knowledge management, said: ’Forms of

multimedia have been growing up around us for ten years and the young

have lapped it up - the same young who comprise a good third of

commercial radio’s audience. No-one is complaining that youth are

deserting radio as they are newspapers and, to some extent,

television.’



Also speaking at the conference were Quentin Howard, the chief executive

of Digital One and Kelvin MacKenzie, the chairman and chief executive of

the Wireless Group, on why he invested in commercial radio.



Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content