NEWS: Channel 5 to offer cross-media advertising sell

Channel 5 is talking to clients and agencies about advertising opportunities that span Express Newspapers and CLT’s UK radio interests in a radical move to maximise the cross-promotional potential of all three media.

Channel 5 is talking to clients and agencies about advertising

opportunities that span Express Newspapers and CLT’s UK radio interests

in a radical move to maximise the cross-promotional potential of all

three media.



The move signals the first open embrace of cross-media selling in the

UK. It is a trend that is set to escalate as ownership rules are relaxed

by the Broadcasting Bill, which is due to receive Royal Assent by

Parliament at the end of this month.



The Channel 5 sales team is planning to work with its affiliated media

companies to offer individually tailored advertising packages across the

different media.



Channel 5 is associated with both Express Newspapers and the European

media giant, CLT, through its shareholding structure. United News and

Media owns a 29 per cent stake in Channel 5, as well as owning the

publisher of both the Daily Express and Sunday Express.



Similarly, CLT holds just under 30 per cent of Channel 5 and also

controls the radio stations, Atlantic 252 and Talk Radio, in the UK.



Nick Milligan, the sales director of Channel 5, said: ‘Where there are

synergies for off-screen, off-page or on-air advertising we will work

together on a project basis. Anything is possible.’



Media buyers welcomed the idea of a more cohesive cross-media sell, but

some expressed concern over the synergy of some of the media involved.



David Cuff, the broadcast director of Initiative Media, said: ‘The

Express is about older, more downmarket people, while Channel 5 is

positioned as younger and more upmarket. They will make slightly

uncomfortable bedfellows.’