The Guide boosts deal with Kiss FM

The Guide, The Guardian newspaper’s weekly listings supplement, is to sponsor Kiss FM’s what’s-on show, The Word, in a 350,000 deal. This represents the London dance station’s largest sponsorship to date.

The 15-minute programme, which is broadcast each weeknight at 7.45pm, was sponsored by The Guide last year. The Guardian has more than doubled its spend and committed itself for another two years in a package which also comprises airtime.

The deal was done by Independent Radio Sales and Pattison Horswell Durden.

– Premier, the London Christian radio station, has secured 40 per cent of its first year’s target for advertising revenue four days before its launch on Saturday.

Director of sales and marketing Diane Gault says 95 per cent of the advertisers so far committed are new to radio and not Christian-based. Curry Motors, Auto Dial and Christian Solidarity International are among the advertisers so far secured.

Relief agency Tear Fund is to sponsor a monthly programme. Deals have also been done with US programme makers – who will fill two half-hour segments at 5.30am and 6am. They have effectively sub-let the airtime, although editorial content will be strictly overseen by Premier.

– Capital Radio is to move from its Euston Towers site to Leicester Square next spring. The company has leased 33,000 sq ft of offices, with underground parking for 15 years, from Prudential Assurance. It will receive an inducement of 1m from the Pru to enter into the lease.

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