Media buyers have much on their plate beginning April 2006. Media houses across the board have announced hiked rate cards and the most recent announcement comes from Go 92.5, Mid Day Mutlimedia’s radio division. After a span of two years, Go is inducing a hike of 25 per cent in its ad rates. Shariq Patel, Station Head, Go 92.5, informed that the station is also in the process recruiting sales people across all locations and levels aggressively.
Speaking on the reason behind the ad hike, Patel said, “It has been an eventful year for the radio industry and Go 92.5 has successfully consolidated and strengthened its position in Mumbai and is now gearing towards launching the six new licenses won (Delhi, Chennai, Bangalore, Kolkatta, Pune, Ahmedabad) as part of Phase II. Advertisers see great value in what Go 92.5 delivers and have been consistently reposing faith in the station.”
He further explained, “Advertiser trust has led to a 100 per cent capacity utilisation of inventory during peak hours for the last 12 months. In fact, our consistency in delivering value to the advertisers has ensured that we are second only to Radio Mirchi in terms of total advertising seconds sold across all FM players in Mumbai.”
Patel pointed out that even as the station didn’t increase rates for two years, it had rationalised discounts offered to key clients to some extent in April 2005. What does he expect from the advertisers now, given the hiked ad rates? “The re-alignment is an effort in its true sense; that of pricing different time bands differently based on the history of our inventory usage in the past few years. This new rate card allows us to present to our advertisers an opportunity to get more value by investing in our airtime at the right price,” replied Patel.
He pointed out that Go 92.5 had consistently delivered “great radio programming through big scale radio format events like Bollywood Badshah, College Radio Challenge, First Stage, Flirty@7.30 Speed Dating and 30 ka 30”.
“As a station, Go 92.5 takes the sales and client servicing very seriously and comes up with innovative solutions for all our clients – big or small. Advertisers have consistently supported all these on air properties,” Patel added.