RADIO PLUGGERS TAKE HEART from NEW ILR FOCUS As One
Total Page：16
File Type：pdf, Size：1020Kb
RADIO PLUGGERS TAKE HEART FROM NEW ILR FOCUS As One FM revamps, commercial stations are increasingly hitmakers too. By Adrian Thrills When Heart's latest says. "A few years ago, we Theresingle (InWUlYouBe The would never have got a 10- Moming) entered the officiai byminute Flowered record Up like played Weekender on 26,CIN it chart did so two with weeks little ago support at Steve Wright." from Radio One FM. ImaginativeBlackburn approach argues that to an bandAs mightwho bave be expected been enjoying of a plugging more established consistent hits for well over a m canacts payto the dividends new-look too. One Paul FM considérabledecade, Heart fanbase bave built which a Weller's profile was oan be relied on for early sales traditionalheightened pluggingby bypassing routes of Yetany the new radio release. promotions and concentrating on team at Capitol still regards ■j interviews, documen taries and Will You Be There as a Jakkithe new Brambles "live" slots show. on the bas"régional" charted hit largely - a single as a thatresuit But while many pluggers campaignof a successful targeted plugging at Heart's single Will You Be There charted largely as a resuit of a plugging campaign aimed at ILR welcomeenthusiasm One for FM's new current music, independentBut it's not local just theradio. encouragesmanager Phil ILR Barton, stations to pluggers.implications Should for radio ILR stations bavespecialist grown shows more are uniforra, even Johnnysome are Davis more of reticent. independent increasedmarketing efficacy techniques of niche which artistsprogramme rather established than new ones. itinue to place little onus on estimated,thinner on thefor example,ground. It that is workspluggers with Gut Right Reaction, Said Fred, who orthodoxybas Shattered that the One old FM is the nationwideBut he hopes outlet that cana still be pluggerseventually fear adopt that some most form will of inthere the areentire only ILR 10 network.rock shows JTQ,Crédit says, To The "With Nation ail the and Theonly danceroute tpmusic a chart boom position. has securefound for One those FM actsairplay. unable to goldexclusively format, on and classic focus hits. almost promotionsThus, to independent companies such as confusionchanges, there at Radio is still One. some In hitsushered are createdin an era in in the which clubs Genesis,"People Pink who Floyd bought and Beatles, theThe recent Capitol Radiohead team points hit to Anglolargely Plugging, consiste ofwhose cutting- rester stayingcontrast, very the mainstream,ILR stations, by andAnd on asspecialist new One radio FM shows. andStones Seventies records are in the now Sixties in their alternativeCreep as an rock example act had where an Nude,edge labels Radio like One Création exposure and is daytimehave strong programmes." and cohérent appearscontroller intent Matthew on shilling Bannister the Theyforties are and a fifties," disenfranchised he says, playsreceived for "insix excessweeks" of at a Radio dozen vital.Garry Managing Blackburn director believes the at But,Anglo, says a well-orchestrated Garry Blackburn awaystalion's from programming the mass market, focus foraudience at Radio [who One." are] not catered stationsOne FM startedbefore most to B-list régional it. willrecent improve changes new at acts'the station chances involveplugging both campaign national should and local manytastes listenersbeing catered may flndfor more their provenSuch talenta concentration holds wider on byIndeed group-owned as playlists ILR stations operated of "[Oneairplay FM] is far more atradio the - same though time. not "Of necessarily course, readilyThe resuit, by ILR inevitably, stations. is THE BIG GROUPS WHO RULE THE AIRWAVES withoutrecords canbeing make played the onTop Radio 30 thatbeginning the ILR - finally network - to is create 01 the liandful of companies which In the North-east, Métro Radio Southern FM, Invicta FM, Invicta aOne, part and to play,"so local he stationssays. "But have thehits Heart in its ownsingle right. appeared Indeed in matchcontrol Capital the ILR Radio network, pic, nonewhose can dominâtesMétro FM, TFMthrough Radio, its opérationBradford's of The SuperGold and South Coast Radio. we find that is generally the Network Chart - where temacles reach throughout UK Puise, Hallam FM in Sheffield, Viking Swindon-basedOther large groups GWR Group include - which the campaign,towards the when end ofyou a need arepositions decided outside partly the on Topairplay 10 commercial local radio. FM in Huit, and AM channels Greater opérâtes Brunei Classic Gold, GWR local radio support to move a levels - one week before in London, Capital FM dominâtes Yorkshire Radio and Great Notth FM (East). GWR FM (West), Isle 01 recordAnd yetinto few the record Top 10." labels entering the purely sales- the weeklyslice, share while of Capital listening Gold with has a Radio Clyde Group, whose Wight Radio, 2CR Classic Gold, 2CR now employ more than two basedNevertheless CIN chart. Capitol's head 8.5%, according to Ra jar's third improving (inancial performance has ChilternFM, 210 Classicradio network, Gold, 2-TenFM whose - and régional pluggers at most, and of promotions Malcolm Hill quarter figures. Over recent months provided evidence of a revival in stations are Chiltern Radio AM & FM, theirexpect business them to overdo much the of believessay exactly it is what still -impossible or who - to Capital has begun to ring tha radio advertising, opérâtes Clyde 1 Chiltern Radio (East) AM & FM, téléphoné from head offices in actually makes a record a hit. andchanges management in terms throughoutof programming the Maxand 2, AM, as wellRadio as Borders Radio Forth FM, CentralFM, Galaxy Radio, Horizon Radio, London.Meanwhile, in the wake of The singles chart at the Midlands Radio Group, which it FM, Radio Tay and North Sound SoundNorthants AM Radio& FM, AMSevern & FM, Valley, Severn the changes at Radio One, it is ever,"moment he issays. more "However, volatile thanwhen acquired earlior this year. Radio. It also controls sales house SuperGold and Hot FM. hoped that a meeting between a single is heavily supported Midlands Radio is mode up ol Scottish Itish Radio Sales, whose Smaller groups include: East controllermajor label Matthew pluggers Bannister and new byno keymore ILR than stations a handful but getsof BBMB FM, GEM AM, Leicester Anglian Radio Group, which runs scheduled for the end of this plays at Radio One, you're Sound:o), FM Morcia (which FM, has Trent been FMleased to In the North-west, Trans World Radio Broadland in Norfolk and SGR- willmouth clear (MW, up confusionNovember about 20) ILRbound which to conclude broke it." that it was INottingham), Trent FM (Derby) and Communications runs Piccadilly Key theFM ownerin Sulfolk; of CN.FM and Mid 103, Anglia Hereward Radio, One FM's future programming And should One FM become XfraAM. 103, Piccadilly Gold. Red Rose Rock FM 102.7, KL.FM 96.7 and 1332 The station'spolicy, and status reaffirm as the the most BBC aspredict, youth-orientated ILR is likely as to many Capital also has a 20% stake in FM, Red Rose Gold, Radio Aire FM, World's Greatest Music Station. important card in any national become the haven for "core" Radio,Métro Radio,50% of aWest chunk Country of Chiltern Magic 828, Red.Dragon and Touch As a wing of publishing giant radio plugger's pack. artists like Phil Coilins, Broadcosting and 50% of GWR, AM,Based in Hampshire, Southern Emap, Emap Radio must be Otherwise record labels Simply Red and Tina Tumer. which in turn has a stake in Classic Radio pic provides a broad spread ol considered a growing force on the amountswhich already of money spend on hugeradio advertising,The need to suggests attract Capitol's FM. In addition, Capital owns sales gold and pop programming through ofILR Radio network, City andthrough Kiss itsFM, ownership as well as plugging may well be forced to régional radio promotions jouse Media Sales & Marketing. ilsconltol of Océan FM. Power FM, ils 25% stake in TWC! Paul Gorman stratégies.radically rethink promotional MUSIC WEEK 27 NOVEMBER 1993 .