EduMedia Feedback

Bauer Media and Hallam FM

Simon - Head of the creative sector of Bauer Yorkshire

Important focuses when advertising to audience

Who?:
Hobbies
During Work or not/How they spend their day
Where you are

What?:
Interest in products
Offers/Discounts

Why?
New (Modern)
Facilities and/or content
Convenience
Unique Product

BAUER

Bauer Media (German) - 2nd largest media group in Europe

"Being influential is in our DNA"

4/10 people in the UK at any time are using a Bauer Product

MEDIA
Use:
50% Watching TV
26% Radio
19% Internet
4% Newspapers
1% Magazines

RADIO
Why Radio?

• Radio offers efficient targeting
• Reaches people at relevant times and places
• Radio reaches out in an ad avoidance world, reduced ad avoidance
• Has a multiplier effect on other media
• Radio drives response, especially online
• Offers the opportunity for local businesses to target local people
• 91% of the UK's population listen to radio
• Radio offers cheaper advertisement
• Subliminal 

         

 Passion Portfolio:

1.   Reaches 8.5 million listeners a week

Place Portfolio:

1. Reaches 8.5 million listeners every week
2. Local Community Radio Stations (e.g. Southampton, Sheffield Hallam)

Hallam FM Demographic

• Targeting 29-35 year olds
• 51% Female, 49% Male
• 450,000 per week
• Combined with Magic AM (50,000 listenership), it accounts for 1/3 of all South Yorkshire listeners

RAJAR (Radar Joint Audience Research)

The official body in charge of measuring radio audiences in the UK

Airtime Advertisement
OTH = Opportunity to hear

WebPages

Key Terminology:

• Homepage: A main base site for an internet address where people can access information
• Navigation : How a person can move and access page to page on a website
• Sidebar: An area at the side of a webpage usually containing extra graphics information or directory links
• Header : An area/bar at the top of the webpage used for displaying the corporate logo, name and important information
• Wireframe: The bare design and prototype for a webpage
• HTML: Hyper Text Markup Language

Home Page Analysis

Task 1: Investigating Media Institutions

KTA 1: Research of Media Institutions 

BBC Radio 1 (Xtra)                      

BBC Radio 2

BBC Radio 3

BBC Radio 4

BBC Radio 5 Live

RedRoad FM

Hallam FM

Rother FM

Sheffield Live

 Heart 

Real Radio

Magic

Capital Radio

KEYWORDS

Distribution - The Process of getting a Media text to the audience

NB: This includes the marketing/promotion and advertising of the product as well as the physical distribution or broadcasting of the text

Exchange - The process of an audience 'consuming' a media text, i.e. listening to a radio show, watching a TV programme etc.

Independent - A company not owned by a conglomerate

Media Conglomerates- A company who owns a large number of smaller companies (Subsidiaries)

Commercial - Products available to the public that makes profit

Audience Reach - The number of audience members capable of receiving a media text

Multiplexing - When digital Signals can be sent through the same frequency as analogue

Simulcasting - Simultaneous broadcasting

What are Cross media Conglomerates?

Where one type of media company (e.g. a magazine company) owns another type of media company (e.g. radio stations).

News Corp.'s Subsidiaries

Other Media Conglomerates...

Walt Disney Company - TV Channels (ABC), Book Publishing

Time Warner - Film and Animation

An example of an Independent Company

What is branding?
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers.

Famous Brands

KTA 2: Bauer Media/Company Study

Bauer Radio and Media

Joint Venture - Box Television owned mutually beneficially by Bauer Media and Channel 4 

Bauer's Main Radio Competitors - Capital FM owned by Global Media. Radio Conglomerate,    BBC Radio 1 and Local BBC Stations                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      

Bauer's Products Reach a 1/3 of the Uk's Population, 70% of 15-24 year olds experience a Bauer Product at any given time.

Bauer Media uses RAJAR (Radio Joint Audience Research) figures to collate it's listenership for all of it's stations. 

What is the NRS?

The NRS social grades are a system of demographic classification used in the United Kingdom. They were originally developed by the National Readership Survey to classify readers, but are now used by many other organisations for wider applications and have become a standard for market research.

It's important for Businesses to target the A, B, C1's as an audience to be most beneficial to advertise to.

In terms of the NRS, 53% of Bauer Media's Audience are in the top 3 grade bands and the rest in the lower 3; meaning they target a mass and balanced audience.

Hallam FM

No.1 South Yorkshire Radio Station
This station is part of Bauer's Place portfolio.

Sponsored by:

 Ponds Forge

Sheffield Wednesday

Sheffield United

Presented by:

Big John

JK and Joel

etc.

Competes with:

Capital FM

361,000 Listeners a week

It owns 28% of the commercial Radio market share for South Yorks.

Hallam FM's broadcasts are consumed via:
FM Radio
Internet
TV
App

BBC - British Broadcasting Corporation

A Public Service Broadcaster funded by the public License Fee.

PSB Ethos

- To Inform

- To Educate

- To Entertain

Sheffield Live! 
-Independent Community Radio Station, not owned by another company
-Run and set up by Sangita Basudev
-93.2 FM
Target Sample Area (TSA)
-Around 32,000 adults tune into Sheffield Live! every week. 11% of target area

Target Audience
Aimed at those who resident in:
- Nether Edge
- Broom Hill
- Crookes
- Darnall
- Gleadless
- Manor Top etc.

• Reggae
• Ragga
• Jungle
• Asian Pop
• Indie Pop
• Dance

African-According to OfCom "Community Radio stations are small-scale non-profit radio stations operated for the good of the members of the public or of particular communities and in order to deliver social gain".
Community Radio has four main requirements:
- Must provide a service for undeserved groups
-Must facilitate discussion and expression of opinion within the community
-Must provide training or education to people not employed by the station

OfCom awarded Sheffield Live a license to operate as a community station because it follows the regulations of:
-Broadcasting Act 1990
-Community Radio Order 2004
They state that community radio services cannot gain more than 50% of running costs from one-source advertising and on-air advertising.

However, it can only operate if it's output does not crossover with content broadcasted by mainstream radio stations.

Funding for Sheffield Live!
Regulator OfCom makes available a Community Radio Annual charity fund.
The remainder of operating costs have to be covered by generous donations by the public. 

Regular Programs
- Communities Live
- The Local Talent Show
- Slam Dunk Cinema
- Soul Purpose
- Vancouver Manœuvre