Publisuisse markets the Swiss Radio Pool
The marketing organization Publisuisse is facing a new task: from the middle of this year, it will market the 15 partner radio stations of the Swiss Radio Pool (SRP). To this end, Publisuisse and the SRP broadcasters are founding the joint company Media Sense.
The SRG marketing organization Publisuisse is facing a new task: from the middle of this year, it will market the 15 partner radio stations of the Swiss Radio Pool (SRP). To this end, Publisuisse and the SRP broadcasters are founding the joint company Media Sense. This company will be responsible for marketing and managing the Swiss Radio Pool's offerings. Publisuisse will hold 51% of the share capital in the new company and the Swiss Radio Pool stations 49%.
The Swiss Radio Pool put the contract out to tender. Publisuisse's marketing concept ultimately won the race because it best met the objectives pursued, as detailed in a press release. With the entry of a new strong partner into the radio market, it is hoped that radio as an advertising medium will participate more strongly in the growth of the advertising market in future.
However, Publisuisse will not market the advertising time of private radio stations alone: The system is based on an open brokerage model. This means that other marketers can continue to broker the Swiss Radio Pool offers.
Not all reactions to this new collaboration are positive. Klaus Kappeler, CEO of Goldbach Media Group, told Werbewoche: "We at Goldbach Media are not the only ones who are astonished by the decision that a public-sector marketer without radio advertising expertise should manage the Swiss Radio Pool."
The Swiss Radio Pool put the contract out to tender. Publisuisse's marketing concept ultimately won the race because it best met the objectives pursued, as detailed in a press release. With the entry of a new strong partner into the radio market, it is hoped that radio as an advertising medium will participate more strongly in the growth of the advertising market in future.
However, Publisuisse will not market the advertising time of private radio stations alone: The system is based on an open brokerage model. This means that other marketers can continue to broker the Swiss Radio Pool offers.
Not all reactions to this new collaboration are positive. Klaus Kappeler, CEO of Goldbach Media Group, told Werbewoche: "We at Goldbach Media are not the only ones who are astonished by the decision that a public-sector marketer without radio advertising expertise should manage the Swiss Radio Pool."
