Kent Messenger Joins Radio Industry’s Trading System

Kent Messenger Group has become the latest company to subscribe to J-ET, the radio industry’s online trading system.

With six stations in Kent and an aim to grow its national business, Kent Messenger Group saw J-ET as key to accelerating that growth.

Sales director, Mike Daly, said: “Busy media buyers needed a uniform, streamlined process which is exactly what J-ET provides. So many major campaigns are now planned and bought via J-ET it makes sense for us to join. Fast and easily accessible post campaign analysis also makes us so accountable that agencies can buy KM-fm stations with complete confidence. Naturally we are delighted to become part of this.”

J-ET is supported by the CRCA and IPA, and operated by MediaTel Group. The system went fully live in October 2002, and automates booking and accountability for radio campaigns. Sixteen agencies subscribe to J-ET, which now carries about 80% of national radio revenue, and Saga Radio became the first radio company – outside the founding members – to sign up, when it joined J-ET last year.

Katie Grist, who heads the J-ET team at MediaTel, said: “J-ET can show very clear benefits now to all subscribers, and we think it is still possible to sign up further radio companies and agencies.”

Jonathan Barrowman, head of radio at Initiative Media, whose major radio clients include Unilever, Vauxhall and Tesco, welcomed Kent Messenger’s decision. He said: “J-ET is now a fundamental part of radio trading – but everyone involved has always been keen that this shouldn’t be at the detriment of smaller groups, by creating any sort of technology divide – so we’re very pleased to see KM Group having the vision to come on board now.”

J-ET: 020 7432 0869 www.j-et.com Kent Messenger Group: 01622 717 880 www.kentonline.co.uk

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