Clerical Medical to launch financial shows for radio

Gaydar, the digital and internet radio station, is launching a series of advertiser-funded financial programmes with pensions and insurance company Clerical Medical.

The series, which will run for 12 weeks from this month, aims to offer Gaydar’s 2.5 million listeners advice on a range of financial issues. It will also have an interactive surgery, where listeners can email questions to Clerical Medical financial advisor Neil Edwards.

The shows will cover issues such as the implications of the Civil Partnership Act, which will allow gay and lesbian couples some of the rights of married couples from December. The act will change the legal position of couples in areas such as pensions, parental rights and bereavement issues.

Commercial programming agency Sound developed the deal. James Erskine, media manager at Sound, who negotiated the deal, says the shows aim to position Clerical Medical at the forefront of partnership rights and as a source of advice.

The shows will also deal with issues such as independent financial advice and investments. Clerical Medical spokeswoman Sara Lister says the surgery will help Gaydar listeners manage their personal finances and plan for the future.

Advertiser-funded programming (AFP) is becoming increasingly popular on radio as brands look to build on the success of sponsorship and promotion deals with shows. Stations such as Classic FM have used AFP to develop closer relationships with key advertisers such as Prudential (MW April 1, 2004) and Renault (MW February 24).

Latest from Marketing Week


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


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.


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.


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 3703 or email

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