Happy New Financial Year

8 Apr

For many businesses, this week heralds the start of the new financial year. Even though prospects for both the UK and world economies remain uncertain, there’s no doubt that the business of commercial radio is in excellent health.

For the first time in 15 years, commercial radio now has more listeners than the BBC who are undoubtedly being affected by budget cuts. At the same time, the two biggest commercial radio groups have successfully built up national footprints through brand networks such as Capital and Heart (Global Radio) and Kiss and Magic (Bauer). They’ve also managed to retain a distinctive regional voice. In addition to these major operators, there are many smaller, successful ILR stations offering advertisers the opportunity to target local audiences.

There’s now even more choice for brands to promote themselves nationally, with new stations like talkRADIO, talkSPORT 2, Mellow Magic, Magic Chilled and Premier Praise, having launched last month.

Whether an advertiser wants to “go large” or “go local”, there’s now more choice than ever before.
More choice means more ways to target prospective customers. That also means brands need more insight to help navigate their way through the multitude of options for advertising on radio.

Providing that specialist knowledge and insight in an easily digestible form, is what Radio Experts is all about. With the start of the new financial year, this is the ideal time to start working on marketing plans… so let us help showcase your brands in the best way possible.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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