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The Evening Express
News · The Evening Express is published six days a week and reaches more readers across our circulation area than any other newspaper.Our News, Spo...
The Evening Telegraph
News · The Evening Telegraph has been delivering the news and fighting for its readers since 1877. The title has seen many changes and now boasts a...
Bunkered
Golf · bunkered golf magazine launched in 1996 and is the largest selling golf title in Scotland.With a distinctly Scottish edge, the magazine offe...
Pure Radio
Advertising · Pure Radio: Scotland’s new radio station playing Scotland’s Best MusicIn a world of increasingly bland, networked radio, Pure Radio is somet...
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Energy Voice
Advertising · Energy Voice is a digital and print news platform which investigates and reports on what matters in oil, gas, power and the energy transitio...
Grow Your Own
Home & Garden · Grow Your Own is the UK’s best-selling kitchen garden magazine, sharing advice from prominent figures in the horticulture industry, such as ...
Health & Wellbeing
Health · Health & Wellbeing magazine is the title for you. It’s packed full of easy exercise plans, healthy eating advice and weight loss tips as wel...
Kingdom FM
Advertising · Kingdom FM is Fife’s market-leading commercial radio station, launching back in 1998.The team is based at the recently refurbished Kirkcaldy...
My Weekly
Entertainment · My Weekly is a warm and welcoming women’s magazine. Every issue provides an inspiring mix of celebrity interviews, specially-commissioned co...
Original 106
Advertising · Broadcasting from Marischal Square in the heart of Aberdeen, Original 106 is north east Scotland’s local radio station for listeners across ...
BBC Countryfile Magazine
Advertising · BBC Countryfile Magazine is a real treat for anyone who loves the great British countryside. Each month it’s packed with expert ideas for pl...
BBC Good Food
Food & Drink · BBC Good Food is the UK’s best-selling cookery brand. Every month its team of experts create brand new recipes, all rigorously tested, so th...
BBC Music
Music · BBC Music is the world’s #1 classical music brand, and is the most comprehensive monthly guide to the world of classical music – live, broad...
BBC Science Focus
Science · BBC Science Focus is the UK’s best-selling science and technology monthly magazine. Each issue charts the discoveries and ideas at the foref...
BBC Sky at Night Magazine
Advertising · Complementing the much-loved BBC TV programme, BBC Sky at Night Magazine is your practical guide to astronomy. Each issue features columns b...
BBC Top Gear
Automotive · BBC Top Gear brings together the world’s foremost automotive photographers and journalists to offer readers the definitive in awesome motori...
BikeRadar
Advertising · Launched in July 2007, BikeRadar is the world’s most comprehensive online cycling resource, covering the worlds of road, mountain and commut...
Cardmaking and Papercraft
Advertising · The UK’s number one cardmaking brand launched in 2003 and remains the go-to title for the new experienced card maker looking for beautiful, ...
Cross Stitch Crazy
Advertising · Cross Stitch Crazy is aimed at stitchers of all abilities who are passionate about their craft but need to fit it into their busy lifestyle....
Cross Stitch Gold
Advertising · Cross Stitch Gold is a premium hobby brand featuring large, intricate projects from the world’s leading designers. Each issue showcases eigh...
Why audio advertising?
Audio advertising, also known as audio marketing, is a form of digital marketing where advertisements are delivered in audio format to listeners. This type of advertising is common on platforms like Spotify, Youtube, Pandora, and other streaming music or podcast services. Here are some advantages of audio advertising:
Audio advertising is flexible and can reach listeners wherever they are, whether they are out jogging, driving, or just listening to music at home. This makes audio advertising a flexible and accessible way for companies to reach their target audience.
It is also cost-effective as the production of audio content is usually less expensive compared to visual content. Moreover, many platforms offer very good analytical tools that allow measurement of ad performance, including the number of listens and conversion rate.
What are the advantages of radio versus podcast advertising? Which is better?
Radio advertising has a broader reach, making it more effective for local marketing. For example, if you want to widely disseminate an ad in a small town, radio advertising is an excellent choice.
Radio ads are quicker to produce and require less work if you want to get your ad out quickly. Radio advertising is also cost-effective and allows for repetition of ads throughout the day, which can be positive. However, it is less personal compared to podcast advertising, and it is often difficult to reach a specific target group within different niches or categories.
On the other hand, podcast advertising tends to have a more niche and engaged audience, enabling more target group-specific marketing. These types of ads may require more time for planning and production than radio advertising, but the benefits are that podcast advertising creates higher engagement as listeners actively choose to subscribe to specific podcasts.
This means that listeners to a podcast may feel that the podcast hosts are honest and genuine, almost like in a friendship relationship, which leads to taking their sponsored recommendations more seriously than radio advertising. The cost-effectiveness of podcast advertising can vary and is often directly related to the podcast's popularity and size.
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