Ashford Local Radio - Ofcom Licensing

ALR Finding
On the issue of whether £1,100 would be a ‘fair price’ for a ‘typical’ campaign of 35 X 30-second commercials per week
for a month, the response was more mixed for respondents personally, although they all indicated that there were
sufficient businesses in the Ashford area which would be willing and able to make this sort of investment:
“£1,100 certainly sounds pretty reasonable. On KM-FM we paid about £350 for a week of about 30 commercials.”
Chris West, Ashford Town Centre Partnership
“We don’t have £1,100. It would be better if they could offer a mini-package as ‘half of something is better than the whole
of nothing’…..”then we’d find a budget, as we always do if the right opportunity comes along.”
Clive Gawler, Red Alert
“£1,100 per month is beyond our budget.” However,“there are plenty of larger businesses who could afford” that sort of
spend.“For our type of business – services – we use Yellow Pages, because that’s where people look when they have problems,
but we’d like to use radio and link the two in.”
Martin Rose King, Bounty Pest Control
“(£1,100) seems cheap.”
Nick Randolph, Mill House Media
ALR Conclusion
ALR has taken this information and used it in its financial calculations. It is working on a monthly rate of £900 although
packages will start at £400.
ALR Finding
Finally, on the point of who should win the licence, there was unanimous support for it being awarded to an
independent group:
“It should go to ALR.They’re the only ones who have made us aware and pushed for it.”
Martin Rose King, Bounty Pest Control
“There’s an advantage of complete independence. If not, it would be another ‘same again’ station – and I wouldn’t like to see
(Edwin Boorman) become too powerful.”
Geoffrey Fletcher, Drake & Fletcher
“There are advantages if it’s a bigger group, perhaps it’s better financed and has more skills and experience, but it can only
be better if it’s independent – it doesn’t have any hidden agenda.”
Clive Gawler, Red Alert
ALR Conclusion
ALR is fiercely independent. It is totally convinced local advertisers are looking for an alternative advertising medium.
>
Sales Conclusion
1. There is a broad base of potential local advertisers.
2. There is a clear demand from local advertisers to support a station of this type.
3. ALR has taken this information and used it in its financial calculations. It is working on a monthly rate of £900 although
packages will start at £400.
4. ALR is fiercely independent. It is totally convinced local advertisers are looking for an alternative advertising medium
www.ashfordlocalradio.com
71