Ethnic media: SMI knows best

I hope when the IPA looks at the radio industry it will not spend too long on “theoretical worries” arising from concentration and focus more on how the leading companies have actually exercised their power.

In this case, Capital Radio seems to be most under scrutiny. But the majority of observers in the radio industry would applaud Capital for all the work it has done (including the pre-RAB days) to build its medium.

What a fine example of responsible industry leadership. Why should it be penalised for being successful? Rather than initiating any pre-emptive strike to stop Capital getting stronger, why not give it the opportunity to show how it will operate – a presumption of innocence rather than guilt? After all, the industry, and even the OFT, would have plenty of opportunity to intervene should it decide to abuse its position (which I believe it will not). Most important of all, advertisers can always vote with their feet, either moving to another contractor in the same medium or switching media altogether.

In “secondary” media, such as radio and outdoor, scale counts for a lot, given the high fixed costs. Attention needs to focus more on how the power is used, rather than on the size of the power itself.

Francis Goodwin

Joint managing director

Maiden Outdoor

London W1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here