Capital Radio moots below-the-line move

London’s Capital Radio is considering appointing a direct marketing agency for the first time in order to run a loyalty building campaign among listeners.

It is believed the radio station has already seen a number of agencies. Its search coincides with increased competition in the capital with the launch in late summer of Heart FM, part of the Chrysalis Radio group. In April, Virgin FM went on air, while Viva Radio launches this week.

Capital’s decision to look for a below-the-line specialist mirrors Heart FM’s move earlier this year when it appointed Mellors Reay & Partners to handle its 2m ad campaign, with 400,000 going on below-the-line activity.

Capital is in a strong position in the London market – figures for the half-year to the end of March saw the station’s turnover rise by 35 per cent to 32m with pre-tax profits up more than 50 per cent to 13m.

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