Emap Advertising has devised a radio sales initiative to ease the
process of buying airtime across its radio network in the North of
The Northlinks scheme will offer radio planners and buyers a single
campaign plan for 16 radio stations.
The deal includes a single post-campaign analysis - containing the
number of responses generated by the campaign - and one invoice. These
replace the standard 40-page documents usually involved in negotiating
airtime deals with each separate station.
Sales executive Giles Darby has been promoted to advertisement manager
of Northlinks and will be responsible for ensuring the scheme runs
Emap Advertising managing director Tom Toumazis created Northlinks as a
direct response to inhouse research conducted with agencies.
An Emap survey asked planners and buyers how they were spending their
client budgets and what they wanted from radio sales houses.
One agency respondent was quoted as saying: ’Why should it take 20 per
cent of my time to spend 5 per cent of my client’s money?’
Darby said: ’The feeling in the market is that a simple one-stop shop
will increase the efficiency and speed of business transactions.’
According to Darby, deals that took three days to negotiate can now be
turned around in five to ten minutes.
However, Darby insisted the scheme was not being put in place as a
’Northlinks has not been created to generate more money but to give
advertisers access to stations they might not otherwise think about
using,’ he said.
Clients will not have to pay a premium on the fixed airtime ad package
on offer. However, they must buy airtime across the whole network of
stations and cannot cherry-pick individual stations from the
The first advertiser to buy fixed airtime across the network is Bayer
with a campaign for its thrush treatment Canesten Once.
Canesten Once ads will air across all Emap’s northern stations from 7am
to 9pm for a six-week period.
Acumen negotiated the deal on behalf of Bayer.
Northlinks covers the 16 Big City and Magic stations.