I have listened to the radio for as long as I can remember. It has always been a part of my life. My first memory of listening to the radio was when I was in the car with my mum. Take That came on and my mum started singing at the top of her voice. I remember sitting in the back of the car with my sister thinking, mum, please stop.
I listen to the radio in different ways now, such as television, laptop, in the car and on my iPad. I still listen in the mornings before school and at weekends with my mum and dad, but as I’ve got older I like listening to the radio on my own, especially when doing homework! But it’s most enjoyable when I am listening with my friends. We like to talk about what we heard that morning or during the week, which is often about a new song that is in the charts that we all love.
When my work experience was offered to me I jumped at the opportunity. It was such an exciting opportunity as I knew Bauer media owned one of my favourite radio stations, Kiss. In My first week I was lucky enough to sit in with Ricky, Melvin and Charlie on the Kiss breakfast show! I really enjoyed my morning. The environment was relaxed, fun and a great way to start my day. Just like when I tune in at home, it was like I was spending time with my friends, who knew exactly how to make me laugh and entertain me. It made me realise that I felt that I already knew them, even though I’d never met them before. I also had a tour around Global Radio looking at Capital FM radio, LBC, XFM, Choice and Classic. It was a really interesting experience and I got to meet some famous DJ’s such as Emma Bunton and Jamie Theakston. Visiting the stations was definitely one of my highlights of work experience.
It was during my time with the RAB, that I started to get a better understanding of radio advertising. The team explained to me about radio and how it works. I was surprised at how big and widely listened to the radio is. 90% of people listen to radio for 22 hours a week, and it is the second biggest medium in people’s lives! I mostly hear adverts when listening to the radio as I don’t really watch a lot of television or buy magazines, even though they aren’t always that good! But then the Head of Radio Creative at the RAB explained what makes a good radio ad. I was played some great examples and was surprised at how moving and really cleaver some of them were, like the Department for Transport ad about using mobile phones when driving. It made me think about the message that the advertiser wastrying to getacross to the nation.
One area that I hadn’t really thought about was Sponsorship and promotions. These are more than just a 30 second spot ad. It allows advertisers to run competitions, prizes and partnerships with different stations such as Kiss and Blackberry. I am looking forward to learning more about this during my last few days with the Bauer creative solutions team.
Although I always listened to the radio, I will now take much more notice of the content and whatever the presenters are doing, as well as the ads, sponsorships, promotions and competitions, especially those aimed at me! Who knows – maybe I’ll win something one day?
Elly Vidler, Year 11 – Hugh Christie Technology College, Tonbridge, Kent.
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