Magazine article Marketing

Ex-P&G Man Seeks to 'Explain' Radio

Magazine article Marketing

Ex-P&G Man Seeks to 'Explain' Radio

Article excerpt

Ex-Procter & Gamble and Campbell's marketer Douglas McArthur is to be the head of the new Radio Advertising Bureau (RAB) -- and his self-proclaimed mission will be to "explain" radio to clients.

His task is to bring new advertisers into the medium and increase radio's share of revenue from its long-time ghetto of 2% of total advertising spend. He will have 1m pounds sterling campaign budget in the first year, paid for primarily by the major independent radio groups such as Capital, Crown, Metro, Clyde and Midland.

With his client background McArthur plans to take his message direct to advertisers. "I want to explain to clients how radio works," he says. "There is no focus on clients at the moment, but there are a hundred-odd people in radio sales houses who deal with agencies."

With the imminent arrival of the first national commercial radio stations, McArthur will have a strong message to sell. Major advertisers like HJ Heinz are known to be considering national radio as an alternative to posters, though McArthur is keen to stress that national radio is no panacea. …

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