The Radio Advertising Bureau has consolidated its seven years of
industry research into a book, Understanding Radio, written by Andrew
Ingram, its operations director.
The book is the sequel to the industry bible, Wireless Wisdom, and
20,000 copies are being printed and distributed to the RAB’s
Understanding Radio is aimed at media and advertising agencies as well
as clients and specialist radio production agencies.
Ingram said: ’Understanding Radio is less about the ’hard’ data - the
numbers, the changes to the Broadcasting Act and the new technology -
and more about the ’soft’ data.
’It’s a ready reckoner about how to deal with the fact that radio ads
have a high level of frequency in a very intimate situation, how station
formats work and who organises them.
’The numbers for radio are persuasive but they don’t help you make
decisions about such things as what sort of effect you’re looking
Chapters cover subjects including understanding strategic roles for
radio, effectiveness and creativity. The latter includes nine guidelines
on creative radio advertising written by John Bartle, the former joint
chairman of Bartle Bogle Hegarty.