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Canadian Association of Broadcasters readies radio bureau
The Ottawa-based Canadian Association of Broadcasters has announced a new radio marketing and advocacy initiative. The effort will be conducted by the organization's CEO Radio Council, which represents approximately 500 stations nationally. This advocacy unit will provide research and marketing information intended to support the use of radio in advertising campaigns. The organization plans to have a staff in place by spring.
"The new team will provide information on radio that demonstrates clearly to national, regional, local clients and media agencies the radio advantage," said Mario Cecchini, president of Corus Radio and chair of the council. "We know that radio continues to be a most effective means of reaching Canadians of all age groups and delivering audiences to advertisers with enviable results. We know that whether it is a stand-alone medium or part of a multi-platform campaign, radio is an extraordinarily efficient medium."