DIARY: The phone rings. It’s a freelance reporter ...

The phone rings. It’s a freelance reporter, breathless with excitement. She has just landed a regular Thursday evening radio slot about advertising on London News Radio. Wait a minute, we say, doesn’t London News Radio already have a spot about advertising, called the ‘Persuaders’, that goes out on Thursdays? Catherine McGuinness pauses. ‘Erm...Thursday night? Er, what time?’ We discover that the ‘Persuaders’ goes out on LNR FM, and the, um, all-new advertising show will go out on LNR’s AM station, London Newstalk Radio, an hour earlier.‘Funny, none of my friends told me about the other show,’ McGuinness says, floundering. To be fair, she did recover: ‘It’s great. I can interview you here and then you can just nip over to them. Really convenient.’ This is what is meant by the explosion in media choice.

The phone rings. It’s a freelance reporter, breathless with excitement.

She has just landed a regular Thursday evening radio slot about

advertising on London News Radio. Wait a minute, we say, doesn’t London

News Radio already have a spot about advertising, called the

‘Persuaders’, that goes out on Thursdays? Catherine McGuinness pauses.

‘Erm...Thursday night? Er, what time?’ We discover that the ‘Persuaders’

goes out on LNR FM, and the, um, all-new advertising show will go out on

LNR’s AM station, London Newstalk Radio, an hour earlier.‘Funny, none of

my friends told me about the other show,’ McGuinness says, floundering.

To be fair, she did recover: ‘It’s great. I can interview you here and

then you can just nip over to them. Really convenient.’ This is what is

meant by the explosion in media choice.