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
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
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