Media: Double Standards - Talking radio with the men from the metropolis.(Gerard Bridges)(Interview)(Illustration)

With the onset of digital, radio is set to experience even more growth in 2005, so can the RAB's target of the medium taking 10 per cent of display advertising by 2010 be achieved?

 
GERARD BRIDGES - London sales director, Chrysalis Radio 
Should advertisers be worried     No comment. 
about the proposed merger 
between Capital and GWR? 
Do you think that the general     It is improving all the time. There 
standard of radio advertising     was some great advice out of the RAB's 
needs to improve?                 recent conference 'Getting Serious 
                                  with Radio Creativity'. 
                                  Additionally, two-thirds of the 
                                  Aerials' finalists for 2004 had a 
                                  director, more than ever before and a 
                                  demonstration that advertisers and 
                                  agencies are taking radio creative 
                                  more seriously. 
 
How do advertisers benefit        More choice, more defined targeting, 
from the growth of digital        greater interaction with the listener 
radio?                            - pause and rewind, for example - and 
                                  more access points. 
 
How much do you agree with        It is probably a comment made in 
David Mansfield's comments        haste, which he may repent at his 
that Chrysalis doesn't have a     leisure, remember: 'If you try to 
'hope in hell' of winning the     catch the tail of your leading 
battle for London listeners?      competitors, you will always remain 
                                  behind them. Instead, you have to 
                                  focus on the direction in which their 
                                  head is turning. Only then can you 
                                  ever think of overtaking them.' Edward 
                                  Biernat, Bausch & Lomb. 
 
How well has Johnny Vaughan       Largely predictable - following in 
done in his first few months?     Tarrant's footsteps was never going to 
                                  be easy. Chris was an iconoclast of 
                                  radio. However, much work needs to 
                                  done to regain those lost 
                                  listeners. 
 
What's your most dynamic          LBC 97.3. The station is constantly 
station at the moment and why?    evolving and the fabulous Mr 
                                  Ferrari...you either love him or hate 
                                  him. 
 
What are the advantages for       As Confucius said: 'Everything has its 
advertisers of advertising on     beauty, but not everyone sees it.' But 
radio?                            seriously, in addition to cost 
                                  efficiency I would add coverage, 
                                  targeting, frequency, share of voice, 
                                  share of mind, intrusion, personal 
                                  nature of communication and if you 
                                  still need more than this, visit the 
                                  Radio Advertising Bureau website. 
 
What has your most effective,     Disney on LBC. It wanted to encourage 
exclusive sponsorship campaign    sales of back catalogue DVDs so LBC 
been this year?                   created capsule programmes telling 
                                  Disney classics at 6.55pm. These 
                                  helped contribute to a nine-fold 
                                  increase in sales. A great idea (not 
                                  mine) and really effective. Thanks to 
                                  Tim McCabe at Vizeum. 
 
Do you think that the Radio       In 1998, commercial radio revenue 
Advertising Bureau target of      share was 5.3 per cent of total 
radio getting 10 per cent of      display and has now grown to about 7 
display advertising by 2010 is    per cent share, so with the 
workable?                         accelerated audience growth forecast 
                                  out of digital, 10 per cent looks 
                                  challenging but achievable. 
 
JOHN MCGEOUGH - group sales director, Capital Radio Group 
Should advertisers be worried     No. The benefits of the merger have 
about the proposed merger         been almost universally recognised. 
between Capital and GWR?          For advertisers, there will be a 
                                  complementary portfolio of stations, 
                                  offering reach and scale. For 
                                  advertisers and listeners alike, there 
                                  will be a commercial champion for the 
                                  digital age, investing in technology 
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