Bauer Media (Hallam Fm):
- Simon head of creative radio
- owns hallam and magic radio
- 2nd largest media group in Europe
- Passion - Nationwide brand and style based - music orientated
- Place - local radio and community based- people oriented
- 13 million listeners
- hallam target age 15 - 49
- Magic target age 40+ / 94 thousand listeners a week
- capital is a competitor
- over sheffield, barnsley, rotherham and Doncaster
- RAJA owned by BBC - radio station bible gives info and statistic on audience
- hallam 51% women 49% men - abc 1s 189
- magic more women than men
- awareness 3 months, interest 6 months, desire and action 12 months
- Radio offers an efficient targeting, intrusive - commute, household, ad avoidance world, multiplier affect on other media, local promotion, radio is trusted - well established/direct address personal presenters
- 91% of the uk listen to radio
- Radio has an increasing popularity over newspaper
- Creating a profile Three important questions to ask a client - who? hobbies, religion, work environment, dad to day what? new /why? quality, availability, location, facilities, relevancy.
- Profile
- Who? parents - high interest in future
- What? open evenings
- Why? opportunities, quality of education
- Advantages to radio - intimate less mass appeal, subliminal, personal imagination of product description
- Be a stripper not a flasher - slow reveal more attention paid
- O.T.H opportunity to hear
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