GERARD BRIDGES - London sales director, Chrysalis Radio
Should advertisers be worried No comment.
about the proposed merger
between Capital and GWR?
Do you think that the general It is improving all the time. There
standard of radio advertising was some great advice out of the RAB's
needs to improve? recent conference "Getting Serious
with Radio Creativity".
Additionally, two-thirds of the
Aerials' finalists for 2004 had a
director, more than ever before and a
demonstration that advertisers and
agencies are taking radio creative
How do advertisers benefit More choice, more defined targeting,
from the growth of digital greater interaction with the listener
radio? - pause and rewind, for example - and
more access points.
How much do you agree with It is probably a comment made in
David Mansfield's comments haste, which he may repent at his
that Chrysalis doesn't have a leisure, remember: "If you try to
"hope in hell" of winning the catch the tail of your leading
battle for London listeners? competitors, you will always remain
behind them. Instead, you have to
focus on the direction in which their
head is turning. Only then can you
ever think of overtaking them." Edward
Biernat, Bausch & Lomb.
How well has Johnny Vaughan Largely predictable - following in
done in his first few months? Tarrant's footsteps was never going to
be easy. Chris was an iconoclast of
radio. However, much work needs to
done to regain those lost
What's your most dynamic LBC 97.3. The station is constantly
station at the moment and why? evolving and the fabulous Mr
Ferrari...you either love him or hate
What are the advantages for As Confucius said: "Everything has its
advertisers of advertising on beauty, but not everyone sees it." But
radio? seriously, in addition to cost
efficiency I would add coverage,
targeting, frequency, share of voice,
share of mind, intrusion, personal
nature of communication and if you
still need more than this, visit the
Radio Advertising Bureau website.
What has your most effective, Disney on LBC. It wanted to encourage
exclusive sponsorship campaign sales of back catalogue DVDs so LBC
been this year? created capsule programmes telling
Disney classics at 6.55pm. These
helped contribute to a nine-fold
increase in sales. A great idea (not
mine) and really effective. Thanks to
Tim McCabe at Vizeum.
Do you think that the Radio In 1998, commercial radio revenue
Advertising Bureau target of share was 5.3 per cent of total
radio getting 10 per cent of display and has now grown to about 7
display advertising by 2010 is per cent share, so with the
workable? accelerated audience growth forecast
out of digital, 10 per cent looks
challenging but achievable.
JOHN MCGEOUGH - group sales director, Capital Radio Group
Should advertisers be worried No. The benefits of the merger have
about the proposed merger been almost universally recognised.
between Capital and GWR? For advertisers, there will be a
complementary portfolio of stations,
offering reach and scale. For
advertisers and listeners alike, there
will be a commercial champion for the
digital age, investing in technology
and talent and creating a stronger and
better commercial radio sector for all
involved. I believe that even Kelvin
(MacKenzie) has not publicly protested
against it, so that must tell you
Do you think that the general There is lots of great radio
standard of radio advertising advertising out there. However, there
needs to improve? is no dispute that across the board
standards could be higher. We are told
on occasion by clients themselves that
it is the inability to create
effective radio work that can either
diminish the results of campaigns or
even terminate investment.
How do advertisers benefit Like digital TV, digital radio will
from the growth of digital grow the size of the radio audience
radio? and provide opportunities for new
stations. Beyond that simple (but
valuable) benefit, all sorts of
possibilities are available in terms
of extra brand information, ever-
expanding platforms (3G, PDAs, etc),
increased sponsorship opportunities,
How much do you agree with I must say, I've really enjoyed being
David Mansfield's comments at Capital this year and look forward
that Chrysalis doesn't have a to many more years here.
"hope in hell" of winning the
battle for London listeners?
How well has Johnny Vaughan Imagine if, for instance, Coronation
done in his first few months? Street was replaced by something which
immediately began delivering much the
same audience - not likely!
Johnny has taken over from an
institution in radio, yet on the
latest Rajar figures his audience
reach is down by just 3.5 per cent
year on year.
What's your most dynamic Choice. Choice FM has positioned
station at the moment and why? itself at the very forefront of new
British hip hop and R&B. The figures
bear this out - it reaches more than a
quarter of a million 15- to 34-year-
olds in London and delivers an
astonishing 19 per cent share of all
female 15 to 24 listening.
What are the advantages for In no particular order: proven
advertisers of advertising on effectiveness, flexibility, editorial
radio? endorsement, brand-building, tactical
targeting, closeness to the listener,
young and affluent audience, out-of-
home reach, cost effective for both
creative and media, digital capacity.
Radio accounts for one-third of all
media consumption - how can you
effectively reach your audience if you
aren't present in that space?
What has your most effective, Kellogg's breakfast show sponsorship.
exclusive sponsorship campaign Not only perfectly targeted but the
been this year? recent renewal for 2005 (supporting
the Crunchy Nut brand) is in part
further proof of the strength of the
Johnny Vaughan Breakfast Show.
Do you think that the Radio It is achievable. To get there we need
Advertising Bureau target of growth and extra capacity in the
radio getting 10 per cent of industry so that we can take on the
display advertising by 2010 is BBC and provide advertisers with
workable? unarguable creative and effective
reasons to invest in radio. How do we
do that? See question one.