Targeting those aged 15 to 24 years old has never been easy and, according to advertisers, it's getting more difficult in the fragmenting media landscape.The media buying and planning arm of McConnells, MCM Communications, has suggested this group is becoming more elusive and increasingly distant from the media choices the rest of us make.
Radio used to be one of the best ways to access the young, but maybe it is no longer such a youth magnet. The number of 15- to 24-year-old people listening to radio has fallen from 93 per cent to 86 per cent between December 1999 and June 2003.
According to MCM: "Though not a massive percentage drop, 34,000 of the much coveted youth market have opted away from radio." In Dublin, the trend is most marked with only 84 per cent of young adults tuning into radio, compared with 91 per cent back in the 1999.
MCM says: "This is particularly bad news for the city's youth station Spin FM whose six-month figures have dropped from 30,000 listeners [16 per cent of the market\] in the six-month period July-December 2002, to 19,000 [10 per cent\] in January-June 2003."
The agency also points to similar trends in Cork where the radio listenership figure for young adults has fallen to 82 per cent from 94 per cent. Of course all these figures relate to licensed stations, but illegal pirate services are also playing a part.
"Of course pirates continue to pose a threat to legitimate stations. Advertisers therefore must be concerned about the extent to which the 15-24 age group is being affected by the variety of media choices available to them - resulting in a worrying decline in the numbers listening to radio," adds MCM.
While Spin will be concerned by such figures, the station, which numbers Denis O'Brien among its shareholders, still believes it can reach this unpredictable group. Its chief executive Ms Naomi Maguire recently said Spin reached 9 per cent of 15- to 34-year-olds daily.
Eagle Star and Gay
An unusual live interview series presented by Gay Byrne has attracted sponsorship from the insurance company Eagle Star.
The veteran broadcaster will present a series of live public interviews entitled Face to Face in the National Concert Hall this autumn. The shows will later be aired on RTÉ Radio. Eagle Star is believed to be paying about 50,000 to sponsor the series.
According to the company promoting the show, Newpark Productions, the series marks one of Gay Byrne's first major public appearances since his Late Late Show days.
The series begins on Monday, October 13th with golfing legend Seve Ballesteros. He will be followed on Saturday, November 8th by former British Prime Minister John Major and on November 17th by astronaut Neil Armstrong.
Advertising talks
Advertising agencies Euro RSCG and Young Advertising are to begin exploratory talks on a potential merger.
The two companies are owned by French company Havas. Mr Sean O'Meara, managing director at Euro RSCG, said nothing was likely to happen until Christmas and the talks might not necessarily result in a merger.
He said each advertising agency had a particular culture and style, and there could be clashes between the two firms' clients. Meanwhile, Euro RSCG has won a substantial Barclays credit card account which it has not put a value on at this stage.
PR company returns
The British PR company Hill & Knowlton, which traded in Ireland about 10 years ago, has set up a new operation in Dublin with Hewlett-Packard Ireland among its client list. Hill & Knowlton, one of the five biggest PR companies in the world, has 72 offices worldwide.
The clients recruited by the new Irish office include: HP Ireland, Celestica, Executive Venture Partners, Australian Home Made and Nestlé. Worldwide, the company acts for Microsoft, HP, American Express, Johnson & Johnson, Coca-Cola and Procter & Gamble. It is a subsidiary of WPP. A team of seven consultants is headed by Mr Kieran O' Byrne, ex-managing director of Beattie Media.
Premier set for finance
The recruitment company Premier Group has unveiled a new marketing campaign aimed at the financial sector.
With €200,000 behind it, the campaign begins next Monday all over Dublin and Cork city centre areas with posters and other techniques being used.
Developed by the agency Rothco, the campaign addresses the credibility gap some recruitment firms have in the area of finance. Premier says some financial recruitment professional do not have relevant industry experience or a financial background.
PR win for O'Herlihy
Bill O'Herlihy Communications has won two new PR accounts. Following a three-way pitch, the company has won the contract for Walsh Western International, the logistics and transport company. The sports division of Bill O'Herlihy Communications has won the PR/sponsorship account for O'Neills Sports. eoliver@irish-times.ie
