Radio Times takes on first outside PR shop

The UK’s oldest and second best-selling listings publication, the Radio Times, has appointed LDA Communications as its first PR agency in 76 years of publication.

The UK’s oldest and second best-selling listings publication, the

Radio Times, has appointed LDA Communications as its first PR agency in

76 years of publication.



The appointment coincides with the appearance this week of a redesigned,

relaunched Radio Times, and will focus over the next 15 months on a

profile-building campaign.



The TV listings industry is set for increased competition with the rise

of multiple channels and digital TV. New entrants to the market, include

TV Choice and Heat, and Radio Times has been forced on the defensive to

retain its still-strong position at number two.



The redesign is an attempt to make the magazine clearer and easier to

use, and includes beefed up feature content, more tightly targeted to

its readership.



LDA was awarded the work after a three-way pitch, which included Mark

Borkowski Press and PR and Beer Davies. The pitch list was created by

advertising agency AAR. Fees have not been finalised, but are expected

to be in excess of six figures.



The brief will include the promotion of events sponsored by the Radio

Times including the Bafta awards, audio publishing awards the Talkies

and the Edinburgh Television Festival.



PR for the Radio Times had been carried out in-house by press officer

Sarah Ewing. She continues in that post and will act as the link between

LDA and Radio Times marketing director Chris Gadsby.



According to LDA managing director Lisa Denning: ’The campaign will

combine media relations and a long-term strategy. We will focus on

helping readers enter the third age of broadcasting.’



- LDA has also been appointed by Universal Pictures Video to promote

three major pre-Christmas releases: Joseph and the Amazing Technicolor

Dream Coat, Shakespeare in Love and Michael Ball Live at the Royal

Albert Hall.



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