Archive | September, 2009

Wake Up To Overnight Radio Possibilities

29 Sep

A great and fresh way to advertise on radio is by tapping into Radio’s Overnight listeners and penetrating these uncluttered audiences in their uncluttered space.

Speaking to listeners away from their fast moving daily stresses means you really get to speak to them. And it means they really listen.

So for an advertiser it means that when you get the messages right, you get a superb response and ROI. This effect is all the more so because Overnight radio spots are a fraction of the cost of daytime radio advertising.

Its just a simple question of maths really and all of the sums add up to one conclusion, overnight radio advertising = ROI value

Just as a bit of  fun – here’s a link to a fabulous wind up call all about overnights…….enjoy!

Link to Wind up call

(warning – sontains strong language and expletives, do not hit the link if you are easily offended)

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.


Tim Cowland on BBC News

21 Sep

A BBC News team visited us last week to get the Radio Experts Opinion on their strategy, click on the image below to see a clip of Tim Cowland talking through the subject with the BBC’s Sam Naz.

Tim Cowland On BBC News

Tim Cowland On BBC News

For more information on the changes at the BBC and how they affect the overall radio marketplace, please call one of the team here on 0207 841 8744 or email us at

Blog submitted by Tam McGregor, Marketing Co-ordinator at Radio Experts.

Changes at Radio 1

21 Sep

Fascinating changes at Radio 1 as Station Controller Andy Parfitt brings in yet another raft of changes. Parfitt’s strategy is partly to bring in more and more new faces and young blood, but the most amazing changes is less about who’s in and who’s out and more about the changes to the programming.

Radio 1’s previous reputation for delivering new music, more music ,and more new music is now turning into more programming, new programming and more new programming. Items like documentaries, investigations, reports, news and even pseudo gameshows are suddenly cropping up all over the evening schedules. One show in particular even has what seems like a version of Desert Island Disks but reskinned for the Radio 1 late noughties…….the mind boggles.

So why are they doing all of this? Well Radio 1’s remit is to reach 15-29 year olds but recent research has shown that their median age of listener is now up to 33…OUCH!, So they need to freshen up, get younger and get with it – before the young things all get with someone else!

Will it work? Only time will tell but you can be sure that the Radio 1 Controller and his team will be watching the audience ratings and the average ages like hawks when the next RAJAR results come out in about a months time. If their actions prove to be a success, you can be sure that this summer’s and autumn’s bloodletting (Jo Whiley, Edith Bowman, Steve Lamacq et al) will be a mere precursor to the fun and games ahead.

I was privileged enough to be interviewed by a BBC News team on Thursday morning about the changes at Radio 1. The piece screens on BBC News, other BBC channels and will be on the website from this weekend. It’s a fascinating time in the radio industry and as ever your Radio Experts are on hand to navigate you through.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

Rising to the Radio On Demand Challenge

17 Sep

I’ve been busy with my Bunsen Burner, lab coat, headphones and calculator, I’ve been merrily deconstructing the formulas for success in this new audio environment, Radio On Demand. The result is that I can offer clients a Radio Expert On Demand service that delivers a smart route to independent advice and sophisticated audio and media work.

In our travels over the past month we’ve heard a lot of opinions and excitement about our pioneering work as Radio Experts On Demand. The way we see it, there are three Radio On Demand players to highlight to you right now:

  • Spotify – now closing in on 2.5 million users across the UK
  • We7 – delivering 2.5 million users also – and through a selection of services
  • Radio Experts On Demand– forging close links with this emerging industry and generating fascinating media and creative intelligence on what works and why.

If you have campaigns that require carefully honed geographic/conurbation or age targeting then we recognise the brief for you and put Radio On Demand schedules alongside the other stations we recommend. Its quite simply ‘another way’.

Looking for women 25-44 in Greater Manchester postcodes? We can deliver audio impacts on them and only them with our bank of Radio On Demand suppliers.

Looking for regional 45+ audience for travel products? Our Radio On Demand solutions could be perfect.
Want 25-54s with South Coast postcodes for property Open Weekends? We have some stunning Radio On Demand solutions and case studies for you.

The possibilities are endless because Radio used to offer three tiers, national, regional and local, but Radio On Demand services (like Spotify and We7) offer a 4th tier.

To find out more about our aggressive work in this new space, including how we have achieved click through rates at more than 10 times the average for some clients, just speak to the Radio Experts team. Its our favourite subject at the moment!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

In Demand

15 Sep

Over the last few months, there’s been a lot of noise in the industry about services like We7 and Spotify. And I’ve been making a lot of that noise myself!

Step 1, I suggest you join these sites and see what they offer their users. Its a fascinating insight into the brave new world of audio advertising.

As a Radio Expert, I understand that Radio On Demand Services are reinventing response levels, relevancy and clever use of audio creative and branding. As you’d expect, I’m one of the people at the forefront of this market shifting evolution and I’m pleased to say that I already have a series of successful campaigns under my belt.

Click through rates are through the roof, happy customers abound and results are encouraging across the board. That’s all in a day’s work for me (usually!) But as the song says ‘it aint what you do it’s the way that you do it’. Which is why I have developed a series of strategies for successful Radio On Demand campaigns.

To find out more about how to make Radio On Demand work for your brand and work for your click through rates – get in touch! Your Radio Expert is all ears.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

PS – as I’ve been writing this entry an email has just arrived telling me that a client is achieving 0.7% click through rate on Spotify. That’s more than 7 times the average click through rate for a flat online campaign!