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The number 1 station in Britain

The number 1 station in Britain. *Number 1 based on % reach Source: RAJAR period ending 18th December 2011. The Power of Radio.

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The number 1 station in Britain

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  1. The number 1 station in Britain *Number 1 based on % reach Source: RAJAR period ending 18th December 2011

  2. The Power of Radio • High reach- Commercial radio reaches 67% of adults in Scotland each week with 57% of the population listening to a local commercial station. More Scottish adults listen to a commercial radio station than the BBC • Frequency medium- listeners will hear an average size campaign at least 4 times - double the frequency of a similar campaign on TV • Low cost– Low capital cost and low production costs make radio a cost effective alternative Source: RAJAR period ending 18th December 2011

  3. The Power of Radio • Targeted – different audiences are available at different times of the day • Closeness to Consumers – Radio is seen as a trusted friend by listeners, advertisers can “borrow” this trust • Intrusiveness– because radio adverts arrive on air unannounced listeners are more likely to zone in

  4. Radio Borders – Number 1 Radio Station in Britain *Number 1 based on % reach Q4 2011

  5. % WHO ARE ADVERT AVOIDERS Radio enjoys low advertising avoidance when compared to other media Source: Western International Media

  6. The Problems with Press • Ageing Profile of Newspaper Readers • Diminishing levels of newspaper readership • High levels of advertising avoidance - around 68% of people, compared to 16% for radio • Increased pressures on people’s times with busier lifestyle and the increased number of sources offering round the clock news coverage. 41% of people feel they are now spending less time with newspapers than previously Source: RAB

  7. Radio Borders & Local Press Source: RAJAR Period ending 18th December 2011, JICREG Jan 2011 Base Radio Borders TSA

  8. Radio Borders – Spanning 2 nations 1 and 4 week reach (%) 90 89 60 79 78 74 76 68 66 59 Source: RAJAR Period ending 18th December 2011

  9. ALL ADULTS 15+ 59,000 ALL MEN 26,000 ALL WOMEN 33,000 15 – 24 8,000 25 – 34 8,000 35 – 44 12,000 45 – 54 11,000 55+ 19,000 ABC1 25,000 C2DE 34,000 Borders Weekly Reach Source: RAJAR Period ending 18th December 2011

  10. You’re in Good Company These are just a few of our most regular advertisers…

  11. Testimonials “… As the chair of BSPC, the Borders Solicitors' Property Centre, I have recommended the services of Radio Borders to our member firms, and the group has been advertising on local radio for the last few years. As we have member firms in every town in our area, regional coverage is important, and Radio Borders has a listening audience that is widely spread across the Region. For advertisers who are looking to build a presence in the Scottish Borders, there is no better way of reaching out and touching the lives of our 106,000 population. I am certain that an important part of our brand awareness, and our offer of an under one roof service, owes much of its success to our partnership with local radio. – Cullen Kilshaw “… as a company we have used Radio Borders for over 16 years and being a local company have found that Local Radio is the ideal vehicle to promote our services and campaigns. The response to our advertising on Radio Borders has been consistently high and our target area of the Borders region is totally covered by the radio station compared with the local press, which requires multiple insertions in different newspapers to achieve the same coverage. It has been a pleasure to work with the team at Radio Borders who over the years have shown high level of professionalism allied to a friendly approach to achieve a mutually beneficial business partnership.– Chrysties

  12. Some highlights from the station and the local area

  13. Why Sponsorship or Promotions? Interest in radio sponsorships and promotions is growing fast because advertisers are looking for new ways to connect with consumers. Radio is a more trusted medium than many others, including newspapers and TV, and sponsorships and promotions allow the guest brand to harness this trust.Listeners have a strong relationship with their radio station. They describe radio as their friend, and use it to give them emotional support. They are sensitive to the relationship being undermined.For sponsorships, the way the host and guest fit is essential. Sponsorships tend to be longer-term than promotions, often achieving their effect in a somewhat subliminal way. They are increasingly becoming more sophisticated, and extending beyond on-air announcements to station events, product placement, website activity, point of sale etc.Promotions tend to be shorter-term, and depend less on exact brand fit than on building excitement and participation through entertaining radio output. Promotions need good process management and quality control, with briefs being clear but flexible enough for each station and presenter to create their own best execution of the requirement.

  14. Effectiveness of Sponsorship or Promotions? Since they vary so much, there is no average figure for the effectiveness of S&P campaigns. Radio advertising is three-fifths as effective as TV advertising on average: it makes sense that S&P would beat this average by some distance, since activity is much more intensive and frequent on radio, and persuasive brand messages are allowed. Like sponsorships, promotions are becoming increasingly sophisticated, and listeners are now able to interact with the station via texting, e-mail etc.

  15. Website Opportunities The possibilities are endless…… Tile Ad Banner MPU Sky Scraper Features Promotions Add value to your campaign with an online feature

  16. Commercial Production Without commercials Commercial Radio just wouldn’t be the same!!! And in one way or another, the Commercial Production department is responsible for every commercial that goes out on air, whether it be for a local or national client. The Radio Borders Commercial Production Team have a number of years experience in writing and producing effective radio advertising but we can do more than just produce radio commercials, we also offer our clients a broad range of audio services including making: Radio commercials Sound tracks for TV commercials In-store Tannoy announcements Answer phone messages Music and voiceovers for your website We do all of this and MORE!!! Get in touch If you would like more information, a no obligation quote or to commission an audio production you can contact the Commercial Production team by telephone on 01896 759 444

  17. Commercial Production AIRTIME • Standard one voice commercial (voiced in-house) £75.00 • Standard one voice commercial (ISDN Quality) £85.00Additional Voices £30.00 • Tag Changes £30.00 • Package/Feature commercial Priced per feature SPONSORSHIP & PROMOTIONS • Promo (each), tops, tails or liners are all included in sponsorship/promotion individual packages • Re-license of commercial for period of 12 months £25.00 • ISDN delivery of commercial to another stations £30.00 • Studio Hire (per 15 minutes) £25.00

  18. Contact details Address: Radio Borders Tweedside Park Galashiels TD1 3TD Switchboard: 01896 759 444 For Further details Call or email: pop exec name here

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