J-ET streamlines airtime trading

The first electronic trading system for commercial radio was launched last week under the name J-ET (Jicrit Electronic Trading.)

The first electronic trading system for commercial radio was

launched last week under the name J-ET (Jicrit Electronic Trading.)



The electronic bartering system is designed to enable City-style

trading.



J-ET allows buyers and sellers to trade onscreen and speeds up

post-campaign analysis.



The top ten radio sales houses - including Capital Radio Advertising,

Opus and Chrysalis - have been using the system on a trial basis for the

past 12 months.



J-ET hopes at least pounds 250 million pounds of airtime - or two-thirds

of commercial radio’s national advertising - will be traded online.



One of the plans is to increase the number of agency subscriptions to

the system by the end of this year.



Justin Sampson, managing director of the Radio Advertising Bureau, said:

’J-ET has been made possible by the collective will of the commercial

radio industry. It is our belief that J-ET will enable buyers and

sellers to develop new ways of creating effective radio campaigns.’



Max Davies, the former associate director of MediaVest, has left the

agency to become the system’s communications manager.



Davies will be responsible for building J-ET’s reputation with media

agencies and advertisers.



J-ET’s predecessor Jicrit was owned 50:50 by trade bodies the Commercial

Radio Companies Association and the Institute of Practitioners in

Advertising.



Jicrit was funded on an on-going basis via subscriptions paid by media

buying agencies and radio sales houses.



During its trial period, J-ET was funded by the Radio Advertising

Bureau, the trade marketing body for the commercial radio industry.



The technology for the system was created by software company MediaTel.



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