Magazine article Marketing

Sound and Vision for Scottish Media

Magazine article Marketing

Sound and Vision for Scottish Media

Article excerpt

Sound and Vision Scotland, the new cross-media sales package which hopes to wrest ad revenue from TV in Scotland, launches next week with a claimed reach of at least 60% of all adults in Scotland.

Scottish and Irish Radio Sales (SIRS), Thomson Regional Newspapers and George Outram will be offering advertisers a new trading currency called PARs (Press and Radio) -- a combination of opportunities to hear on radio and insertions in the press. There will be the facility to target specific audiences.

Media research bureau of IMS is working on a planning system which will combine NRS and JICRAR date for the respective papers and stations, providing a simple planning tool to complement the one-stop-shop national buying facility.

Advertisers will also have the opportunity to sponsor various editorial strands across both medium and cross-promote between the two.

Alan Renwick, marketing manager at Thomson Media Sales (TMS), stresses the creative flexibility of combining a radio with a press campaign in this way. The package will bring in advertisers who have been put off by the difficulties of building up a national press and radio campaign, he says.

At least one major Scottish advertiser, Scottish and Newcastle Breweries, is welcoming the initiative. …

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