Classic FM is putting the finishing touches to plans for a regional
sell, the first major development in sales policy since its launch four
The new option will be available from June when one-and-a-half minutes
per hour will be assigned to a regional or macro sell.
The four regions available will be: London South-east and South-west,
Midlands/Anglia, North of England and Scotland/Ulster. The deadline will
be two weeks before, but Classic believes demand will be such that the
time will be filled straight away.
Classic hopes the new option will increase demand for airtime by up to
20 per cent.
The move follows research conducted by the radio station among agencies,
many of whom called for a macro sell along the lines of Channel 4’s
Nigel Reeve, the sales director of Classic, said: ‘We’ll still be
selling nationally, but our research indicated that 45 to 50 per cent of
national campaigns are booked regionally anyway. Agencies were saying to
us: ‘We’ve got this much money to spend, but we only want it to go in
the Midlands or Anglia.’ The feedback appeared conclusive that we should
sell by macro regions like Channel 4.’
Classic FM is the only national station that can divide itself into
sales regions in this manner because of its FM transmitters.