Granada takes on print sector

Granada Mediasales Satellite and Cable is planning to create a division within its sales team designed to steal clients away from the magazine market.

Granada Mediasales Satellite and Cable is planning to create a

division within its sales team designed to steal clients away from the

magazine market.



The new development area, headed up by Damon Letzer, recently promoted

to business development controller, will attempt to bring a new breed of

TV advertisers to all GMS&C channels.



While Letzer will continue to oversee traditional on-air advertising, he

will also work towards selling a range of non-spot sponsorship

opportunities to potential clients. These will include the sponsorship

of programmes across its satellite and cable channels, advertorials and

competitions, stunt days and the opportunity for clients to own a

channel for a day.



Recruitment for the new division will only commence once the business

opportunities increase.



But George Cronk, the deputy sales director at GMS&C, confirmed that the

division will need more sales people in the future who have got the

skills to listen to clients and ’translate the language of broadcasting

into simple terms’.



Letzer is specifically looking to build closer ties with the food and

drinks industry as well as the motor trade and is already in talks with

some of those industries’ major suppliers.



But Letzer’s main priority is to lure advertisers away from magazines

and newspapers and introduce them to television advertising via the

off-air sponsorship route.



Cronk said, ’With an increase of tightly targeted TV channels being

launched on digital platforms, the analogy of magazines on TV is very

apt. It will create the opportunities for many advertisers to use the

television medium for the first time, especially those who have

previously been scared off by high capital entry costs and a confusing

airtime market. Damon’s role will be focused on those clients with an

obvious link between the channels within the GMS&C portfolio and their

particular product or service.’



Letzer continued, ’If you take a proposition like Granada Men and

Motors, it’s a dedicated lifestyle channel with a niche, but perfect,

audience - a great platform for the non-spot market.’