Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

Inside+Out Regional Magazines
IMD Group’s most recent acquisition; Inside+Out is a quarterly local youth entertainment and arts
magazine published across 12 UK regions and has an average local readership of around 30,000
young adults, ‘first jobbers’ and students. Inside+Out readers are primarily males and females aged
18-30 years with a wide range of interests, who are active and intelligent, adventurous in their leisure
time. The magazines are advertiser funded, and we employ two dedicated sales staff per magazine to
sell advertising in each region’s edition.
Below-the-line marketing
The station’s below-the-line marketing plans are much more comprehensive than traditional radio
stations may operate. This is not only due to the lack of available and effective above-the-line channels
to the youth market (aside from IMD Group’s existing media outlets), but also because of the proven
success of below-the-line activity within the youth demographic. Such activity is likely to include
ambient media (student bus route bus backs, club posters etc), a comprehensive live promotional event
campaign and street activity (flyers, sticker distribution, co-branded sampling activity etc), as well as
publicity stunts reflecting the fun young sound of the station.
Our proposed local audience will very quickly become aware of the station through:
Events marketing
This approach relates to the disparate nature of the county and accordingly the differing audience
tastes across the series of towns that Cornwall comprises of (unlike the more usual city-centric,
regional centre based broadcasting). The geography of Cornwall lends itself to regular ‘outside
broadcasts’, ensuring that the station is at the forefront of the various scenes within both the bigger
conurbations with their individual scenes, such as:
o Truro: live music, house / clubbing, sports, arts,
o Falmouth: live music, clubbing, sailing, skate
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