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Reaching out to locals.(Media Insider)
One the few radio stations in the UK where last Thursday's unveiling of the latest Rajar figures had no effect at all was Radio Maldwyn. The medium wave station--generally referred to as Radio Maldywn Magic 756--broadcasts officially to mid-Wales, but its signal reaches much further, and the station has regular listeners in English West Midlands towns such as Shrewsbury, Stoke, Wolverhampton and Telford.
On air for 11 years, the station does not subscribe to Rajar. MD Austin Powell says, "We are a small station with a TSA of 85,000, and it's hard to justify the cost. We did have a Rajas rating for a while, but it cost us 10 times more than we managed to take in extra advertising.
"Even without Rajar, 30-40% of our turnover comes from national advertisers--and because we're very rural with few major shopping areas of our own, we also get a lot of advertising from retailers in English towns hoping to attract our audience?
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