LNR’s Reeve strives to improve quality of speech radio ads

Nigel Reeve, the managing director of London News Radio, has voiced his discontent at the paucity of ads made for speech-based radio, and plans an autumn initiative to combat the problem.

Nigel Reeve, the managing director of London News Radio, has voiced

his discontent at the paucity of ads made for speech-based radio, and

plans an autumn initiative to combat the problem.



’London News Radio has spent a lot of time and money crafting our

product,’ Reeve said. ’Speech radio is an entirely different animal and

it needs a very different approach.’



Reeve’s scheme will consist of research, creative seminars and an awards

scheme. The research will focus on what makes an ad appropriate for

speech-based radio in terms of style and length. The results will be

used to formulate the structure of the seminars, at which top US

creatives will speak. ’American creatives seem to have a greater

understanding of the requirements of speech radio,’ Reeve explained. ’Of

the top ten US stations, five are speech-based.’



The awards, called the LNR Speakeasy Creative Awards, will run every

three months and will be judged by a panel comprising LNR’s two

programme controllers, Charles Golding and Chris Mann, Mandy Wheeler,

the managing director of the radio production specialist, Mandy Wheeler

Sound Productions, and two as yet unnamed creatives. The winning ad will

be played on air and the award presented live to the creative team.



Chas Bayfield, a creative at HHCL & Partners, said: ’Radio is vastly

overlooked. Any initiative that puts it on a pedestal is fantastic.’



Andrew Ingram, the Radio Advertising Bureau’s director of account

planning, added: ’Research shows that people are more attentive

listening to speech radio than music-based radio. If an advertiser cares

enough about his brand, he should be more sympathetic to the audience.’



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