LBC Stations Secure Cross-Media Deal With The Business

Chyrsalis Radio’s LBC stations have come together with weekly financial newspaper, The Business, to create joint radio and press advertising packages for targeted clients and agencies.

The aim of the initial six-month deal, which includes LBC 97.3 FM and LBC News 1152 AM, is to allow advertisers to develop bespoke, creative-led activity which can bought across radio and press in a single purchase.

The new agreement also encompasses a marketing partnership in which Chrysalis Radio’s two London-based talk stations and The Business, which is owned by the Barclay brothers, will carry cross-promotions.

Commenting on the deal, LBC’s managing director, Mark Flanagan, said: “Our stations are reaching upscale, aspirational adults in growing numbers, so this is a great fit with the readership of The Business. The idea is to give clients a one-stop shop for buying into this valuable audience.”

Paul Woolfenden, managing director of The Business, said “The market is demanding greater creativity from media owners and we see this as the start of a number of innovative initiatives. LBC is a great brand name and we are proud to be associated with it.”

The Business ended its long-running distribution deal with The Mail on Sunday in April. The latest ABC results reveal a 27.1% increase in circulation for the title, but things are expected to take a turn for the worse over the coming months.Meanwhile, RAJAR results for the three months to December 2003 show that LBC 97.3 FM saw its weekly reach increase by 18.9% year on year to 573,000. However, LBC News 1152 proved less fortunate with a 17.7% dip during the same period to 368,000.

Chrysalis: 020 7221 221 www.chrysalis.com

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