contents

1. The Bay
Music
New Travel & Sport
What’s Going On

our mission 2. The Bay TSA

To become the best commercial radio 3. Why Choose Radio?
station in the UK by providing enjoyable 4. Bay Demographics
local programming for our audiences, 5. Making It Work For You
return on investment for our advertisers, 6. What Can Radio Do For You?
and by rewarding our employees for 7. Audience
their commitment. 8. Airtime
9. Commercial Production
our values 10. Our Charity Commitment
We are a local people business which
11. Bay SMS
focuses on localness and recognises
12. The Bay Comes To You
that good profits will follow from doing
13. The Bay Team
well.
Sound Engineer

our priorities

Promo Staff
The Bay Bear
Listeners, Clients, Employees.
14. Bay Comes To You Options

our goals 15. Bay Goodies

To superserve the total bay area

recognising that localness is our DNA
To achieve weekly listening hours of
1 million per week.
introducing
the bay o fficially rate d numbe r o ne
ac ro ss no rth lancashire & s o uth cumbria

Broadcasting since sport, travel and G R E AT M U S I C LOCAL NEWS Our dedicated WHATS GOING ON
1993 on 96.9, 102.3 local information. The Bay plays a SPORT & TRAVEL journalists keep our The Bay is an
and 103.2FM, The vibrant mix of hit The Bay reflects audience up-to- important asset to the
Bay has massive The Bay’s Sales music, with an the vibrancy of life date and give local local community and
family audience Team is also an emphasis on classic in this beautiful part people an insight we broadcast
appeal across all award winning songs form the 70’s, of the UK. In 2004, into everything regular appeals for
demographics and team having been 80’s and 90’s, The Bay was proud that’s happening local charitable and
we’ve become part independently voted together with the to be one of just 3 in their local non-profit organisations
of the fabric of Sales Team of the best of today’s hits. radio stations in community. within our ‘Bay Action’
people’s lives across Ye a r i n 2 0 0 5 . Our ‘Great Music the whole country bulletins. In addition,
North Lancashire Judges referred to Local News’ promise to be nominated The Bay continually the areas’ wide and
& South Cumbria. the station’s to listeners makes for a national news plays a leading role varied entertainment
In addition to the excellent customer us NUMBER ONE award. This was in in positively scene is featured
best music and service and their in the North West. recognition of our promoting North in our regular
personalities, we’ve focus on delivering commitment to the Lancashire and Entertainment
become a trusted results for the local local community. South Cumbria. Guides.
source for news, business community.
why choose radio ?
Radio is second only to
TV in terms of how much
time people spend with
it, a l l o w i n g y o u t o
communicate more often
and command a higher
share of voice.
Radio has unique strengths
and unique ‘relationships’
with your potential
customers...
Radio is Intrusive
It is real time, and consumed while
doing other things, which means
that listeners find it harder to
avoid the ads and so take in your
message so much easier.
Radio is the Pre-shopping
Medium
Radio is the last medium
consumed before making a
purchase. Imagine being able to
communicate to your potential
customers just before they go and
buy from your competitors.
Radio is Emotive
Nothing can match the power
of the spoken word. Watch your
TV with the sound off, pictures
without sound don’t work; sound
without pictures does!
Radio is Cost Effective
If you combine the fact that radio
is listened to for over 32% of the
day and that only 16% of
listeners try you avoid ads, it
makes radio one of the most cost
effective ways to promote your
business!
Radio is Portable
Radio goes with people
everywhere. We wake up to it,
have breakfast with it, spend time
in the car with it and have it on to
help us through the working day.
So, radio is very powerful.
It can transform your business.
Many businesses have harnessed its
power and witnessed fantastic results!
to tal p o pulatio n o f 3 2 4 , 0 0 0
li ste n e rs ove r 1 3 w ee ks 1 8 5 , 0 0 0
DEMOGRAPHICS
A, B, C 102,000
C2, D, E 84,000
MEN 97,000
WOMEN 89,000
MAXIMISE YOUR
REACH
The Bay is the most
listened to radio station
commercial or otherwise in
its transmission area.
It reaches over 185,000
adult listeners over 13
weeks, providing you with
an extremely effective mass
medium through which to
promote your business.
Advertising on The Bay
Radio will provide your
business with coverage
equivalent to that of 11
different newspapers, at a
fraction of the cost.
The Bay broadcasts 24
hours a day, 7 days a
week, 365 days a year.
Each of our 99,000 weekly
listeners tunes in for an
average 8.1 hours per
week – clocking up 802,000
listening hours each week
for The Bay.
CORE AUDIENCE
Unlike most commercial
radio stations, The Bay’s
core audience comes from
the Adults 35+ demographic,
providing a substantial
and lucrative commercial
audience.
Over a 13-week period,
57% of the entire bay area
population will tune into
The Bay.
COST EFFECTIVE
Advertising on commer-
cial radio is an extremely
economical and effective
way off promoting your
business message to local
consumers.
The Bay can write and
produce a 30 second radio
commercial from as little as
£250+vat, and a commercial
spot can cost as little as
£22+vat.
LOCAL FOCUS
The Bay Radio is at
the heart of our local
community, with 80% of our
advertising revenue coming
from the local market place.

Figures reperesent percentage of the total population of North Lancs and South Cumbria.
Figures Source: Rajor/Ipsos MORI/RSMB October 2009
 making it work
for you
Our highly effective ‘famous for Getting Results’ radio
formula is based on three simple yet critical steps: ‘What
you say’, ‘How you say it’ and ‘How many times you say it’.

This may sound pretty simple, and yes it is, however these 3
elements can mean the difference between an OK response and a
superb response that generates huge levels of return on your investment.

what you say + how you say it + how many times you say it it
What you say...
This is the core foundation of your
offering. This is the offer or
communication that you want to make.
This doesn’t always need to be a
monetary offer. It can also be the need
to make people feel a certain way or
take some form of action. What you say
and the words you use need to b e
compelling, in order to best reach your
target audience.
+
How you say it ...
This is where we come in. Once you
have (or in consultation with your
Advertising Consultant from The Bay)
decided on ‘What You Say’ we then
hand that over to our award winning
creative writers. They create memorable
and entertaining commercials for your
particular message.
How Many Times you say it...
Always aim to convince 10% of the
people 100% of the way instead
of convincing 100% of the people 10%
of the way. This is one of the biggest
mistakes made today by most
advertisers. Don’t spread your budget too
thinly. Dominate months weeks, days or
even time bands and really have a BIG
share of voice within your marketplace.
Make yourself famous through
repetition.
airtime Direct commercials airtime
can communicate all kinds of messages to a receptive
audience. Whether it’s a special limited offer or a message
to make people visit a website, high frequency and
compelling creativity can motivate our audience to take
specific action.

promotion A promotion can

enhance an existing event, create a new one and add
kudos and interest. Our promotion team can specifically
design an ‘on or off air’ promotion to suit whatever
objectives you have to achieve. Promotions can be a great
way to ‘touch’ the audience and become part of a real
experience.

sponsorship Sponsoring
a specific feature show or promotion can create huge
levels of awareness and can tap into the strong
relationship listeners have with the station. This
association can add credibility to the message
and take it out of the ‘commercial ad break’
delivering a more subtle sell.
 Audience
A commercials reach accumulates over time, as more listeners
tune in at the right time to hear it. Below is a table illustrating our
Audience Build figures over a period of 13 Weeks.

Build Adults Men Women

Week 1 31% 32% 29%

Week 4 46% 49% 43%

Week 8 53% 56% 50%

Week 13 57% 61% 54%

Figures reperesent percentage of the total population of North Lancs and South Cumbria.
Figures Source: Rajor/Ipsos MORI/RSMB October 2009

”repetition Builds reputation”

 airtime
30 second Advertiser package
rate card

1 Week 4 Weeks 8 Weeks 13 Weeks

Day Time
£33.00 £30.00 £27.00 £24.00
06:00 - 19:00

Total Audience Package

£28:00 £26:00 £24:00 £22:00
06:00 - 22:00

Alternative Durations
10 Second 30 Second Rate Less 50%
20 Second 30 Second Rate Less 20%
40 Second 30 Second Rate Plus 30%
50 Second 30 Second Rate Plus 50%
60 Second 30 Second Rate Plus 80%

All rates are subject to VAT. Full terms and conditions available on request. Contact The Bay Sales Team on 01524 848747 or by fax 01524 541775
sung jingles
Celebrity voice-overs
‘sound-a-likes’
Celebrity singers
sonic triggers
script writing
‘instore’ radio
‘on hold’ production
on site ‘as live’ commercials
on site advertorials and features
imaginative scripts
talkability
renowned jingle composers
stand out!
‘out shout’ the competition
Demo service available
CD design, production & duplication
the big idea!
tv soundtracks
rACC clearance
website audio
A dedicated Award winning team!
Comprehensive music libraries
passionate about production!
licensing available across the uk
Creative
commercial
production
Before you even consider coming on air with
The Bay talk to your Bay representative about
‘what you say and how you say it.’ And remem-
ber – ‘it’s what the listener wants to hear….not
what you want to say!’ That’s why The Bay will
never quote your business on commercial pro-
duction until a detailed fact find has been car-
ried out and we have consulted with our programming and
production teams.
Creative commercial production is the most im-
portant part of your on air campaign and no one
takes commercial production more
seriously than The Bay. We’ve been producing
radio commercials and sung jingles since 1993
and are proud of the material we produce for lo-
cal, regional and even
national brands.
The Bay has access to the World’s best
script-writers, voice over artists, sound
engineers and musicians. And
everyone is dedicated to giving you a high quality
service and on air sound that lives up to our reputation
‘famous for getting results.’
The Bay, at the heart
of the communities we
registeredd
&
Charities&
serve...
The Bay understands the
importance of being active
not for profit
partners with the local
fit
community and we are proud
to receive dozens of
requests every week to
support local charities’
organisations s
events or simply to help
raise awareness.
y
station policy
knows and understands its
local audience.
The Bay enjoys a positive
profile in the local
The Bay is proud to support
c o m m u n i t y, w h i c h i s
local charities serving the
reflected in our work with
needs of local listeners and
charity organisations in the
being an active and positive
area.
catalyst
i n t h e
The Bay’s success
broadcast
as the area’s
a r e a .
most listened to
radio station is
Every year,
testament to a
through our
committed and
amazing
strong management team
& generous loyal listeners,
mentoring a focused
The Bay raises tens of
programming, sales and
thousands of pounds within
administrative team that
and for the local community.
At the same time we need
to remember that we are a
local business! The Bay is
dependant upon advertis-
ing, sponsorship and pro-
motions revenue (we don’t
receive a penny from the
Bay Action / What’s Ons The Bay would then donate
All charities and not for profit the commercial airtime with an
community groups are able agreed schedule.
to take advantage of this free
service. This frequent on air Full Backing With Third
and online feature has proved Party Sponsor: The Bay
an essential and invaluable will fully support your event
tool for our listeners and their and all costs are covered by
varied organisations and community focused 3rd party
initiatives. Please give us a sponsor.
much notice as possible –
ideally at least 2 weeks.
Station Support –
Preferential Rates: If
Commercial Airtime Rates
Preferential airtime and
commercial production rates
are available for registered
charities – please ask your
neither of the above are
possible we will explain the
reason then event organisers
will be offered preferential
charity event rates.
representative for details
Existing Station Client
Charity Event Partnerships
If you have an event you would
Organising Local Charity
like us to consider backing, in Appeal Or Event: We are
the first instance please speak usually very supportive of
to a member of the station’s our existing clients who are
management team. After an involved in a charity initiative.
BBC licence fee!!).
initial meeting we will then At the very least you can
We also only have 10 m i n -
advise you of our decision expect us to waive the ‘not for
utes each hour to
which will be dependant on a profit’ policy associated with
generate revenue for our
number of factors including the applicant’s entries for our Bay
business so it’s important
nature of the event and airtime Action bulletins. There may
we get the balance right
availability. Possible outcomes also be other ways we can
between commercial and
include: support what you are trying to
charity airtime. Here we set
achieve. Please speak to your
out our Charity policy:
station representative who will
Full Backing Without Third
take all the details and liaise
Party Sponsor: If a sponsor with The Bay’s management
can’t be found to cover team.
production, airtime and
promotions costs then The
Bay may consider backing
your event but ask you to
cover basic production costs.
Mobile marketing is big business and with users eager to
sign up for updates, alerts and information it is now essential
for every marketing executive to incorporate SMS into their
business.
The Bay can now offer a sophisticated marketing tool which
lets you gain information about your users ensuring you offer
targeted promotional messages to people who want to hear
them and achieving results other forms of marketing could
only dream of.
With the ability to send out test messages to a limited number
of people you can test conversion rates to ensure maximum
impact before bulk sending. All personal user data is held on
a secure server and is backed up daily.
The solution we can offer is an affordable, easy to use web
based application that allows you to offer a wide range of
reliable mobile messaging solutions to your clients, customers
or users.
Send out broadcast SMS messages advertising new products,
run competitions, gather marketing information and a lot more
can be achieved.
All types of businesses, large or small, can benefit from
incorporating the power of mobile messaging into their
existing marketing or customer service infrastructure by
partnering with The Bay – famous for getting results!
 the bay
comes
to you! “ le t th e B a y p u t y o u r b u si n e s s o n th e m a p ,
b y b ri n g i n g th e b a y te am to y o u r p re mi s e s ! ”
With a Bay Comes To You During the show your busi- The show will be aired live Having The Bay visit your
package, we broadcast a four ness will receive a minimum from your location: it’s a great company can really get your
hour show live from your off 3 credits per hour, and you opportunity to get involved business noticed, by strengthen-
Premises, giving your have the option of placing ad- with the local community and ing top-of-mind awareness and
business exciting and effective ditional commercials in each strengthen local connections arousing customer interest, to
ad break. with your business.. come and visit your premises.
exposure to daytime listeners.

This package gives you twelve 30 second credits aired The Bay Comes To You Promotional Schedule Example shown based on 10am to 2pm show
between 2pm and midnight on the day preceding your Day Prior To BC2U Show
event, and four 30 second credits aired in the Breakfast
14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Show (6am-10am) on the day of your event.
PROMO PROMO PROMO PROMO PROMO PROMO PROMO PROMO
= A total of 16 credits in the run up to the show CREDITS
READ READ READ READ
The 4 hour show will then be broadcast LIVE from your
premises over this 4 hour prime time slot! Day Of BC2U Show

Investment: + vat £895
The Bay retains editorial control at all times. subject to site visit / technical access / availability.
CREDITS
06:00 07:00 08:00

PROMO PROMO PROMO PROMO

09:00 10:00
L
11:00
i v e
12:00
S h o w
3 credits per hour
13:00
 the bay
team
A Bay event wouldn’t be
complete without a little
help from our friends.
We have a great team of
promotional staff ready
to join us.
What ever your promotion,
our team of helpers are
there to ad that extra bit
of Bay magic.
Sound Engineer...
Our expert sound engineer
has over 20 year experience
in making us, and you the
client sound great!
Promo Staff...
The Bays promo team members come with Bay
uniform, big smiles, and bags of enthusiasm.
Perfect for interacting with the public,
distributing merchandise, supporting our
presenters and bigging up your brand. Our
promo team guys and girls can be a blank
canvas for your promotion, or lead from the
front with Bay goodies and a friendly face.
The Bay Bear...
He’s furry, he’s funny, he’s a favourite with kids
all across the bay, and at 7” tall he just can’t
be missed. The Bays cute and cuddly bear
mascot is a great way to draw attention to your
event, provide a comical talking point, and keep
your younger audience entertained for hours.
The Bay bear is perfect for big events such
as sporting occasions, parades and festivals,
and has also been a major hit at smaller scale
promotions, like garden parties, and business
or product launches. Get him to test out your
products, compete in games and entertainments,
and, of course, provide endless handshakes,
cuddles and photo opportunities.
 Option 1 Option 2 Option 3 Standard Superior
the bay comes Promo Staff 2 1 2 1 2

to you: options Links To Studio

Bay Presenter
2
1
2
1 1 1
Every event or promotion is unique, and The Bay Bear P P
at The Bay we know that the needs of
4 Hour Outside Broadcast P P
each client are different from the next.
Supporting Airtime P P
To keep our Bay Comes To You packages
as tailored and cost effecting as possible Bay Team Vehicle P P
for you, we offer a range of options, from Sound Engineer P P
a light presence, to the full blown Superior
Package. Investment £350 £595 £725 £895 £1025

This spectrum of investment options is

designed to make sure your Bay Comes EXTRAS: As well as our standard menu, we also offer a range of additions to your
To You experience is a perfect fit for your Bay Comes To You such as merchandise, Web activity, Ambient Support, The Bay’s
needs. PosterVan, and much more. For information on these, or any other ideas you have for
your Bay Comes To You, just contact your Advertising Executive on 01524 848747
bay
goodies
Whether you want some-
thing handy and practical
that your customers will
keep for years to come, or
wild and wacky to attract
attention and a bit of buzz
around your brand, The
Bay can help you with all
kinds of merchandise to
beef up your promotion.
Flags, air-freshener’s, magnets
and car stickers are firm favourites
with clients and listeners alike – or
we can up the anti with umbrel-
las, teddy bears, mugs and much
more.
These tactile take-home good-
ies are a great way to get your
brand message and image into the
hands of your potential customers.
Working with The Bay on your
merchandise campaign adds the
Bay factor to your gift – listeners
love getting their hands on any-
thing Bay branded, displaying our
stickers in their cars, or carrying
Bay key rings and pens around
day-to-day.
By associating your business with
Bay merchandise – you can get
your message in on the act.