Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

We would also support all station activity heavily on Itchyfm.co.uk and across relevant channels within
IMD’s Digital Youth Network youth websites. This support would take the form of advertorial for the
Cornwall station events (including all DJ / artist interviews, info, listings, pr, photos, streaming,
interviews, competitions etc), with a fixed newsletter link.
Press & PR / Partnership marketing
Due to the weak youth reach of established local press, Itchy FM will forge valuable long term
relationships with smaller, more credible print media partners.
Twenty4-seven
Twenty4-seven is the Westcountry's most popular free magazine. Having established a circulation of
25,000 copies and an estimated readership of 75,000 every month, twenty4-seven magazine is
considered the most effective free music and lifestyle magazine to successfully target the 18-35 age
group in the Southwest whether they are students, visitors or locals.
With over 650 outlets stocking twenty4-seven magazine across Cornwall & Devon, twenty4-seven has
the largest free magazine circulation in the region and a pick up rate of 98% every month. Stockists
include various high street stores such as HMV, Virgin, MVC, Pilot & Topshop/Topman alongside
hundreds of independent record, fashion and surf shops, pubs, bars, cafes, venues, colleges,
universities, selected supermarkets & service stations on main roads in and around the Westcountry.
Copies of twenty4-seven are also exclusively distributed via flyer packs direct to selected nightclubs &
live events in Cornwall & Devon at the beginning of each month.
Itchy FM has agreed a partnership with Twenty4-seven, wherein Itchy’s drivetime presenter will write a
regular page on What’s new in Cornwall, and what’s coming up on Itchy FM that month as well as
include the Itchy FM listener request chart. In return for this promotion, Twenty4-seven will provide
content for a daily listings guide feature to be broadcast during the Itchy Drivetime show.
“We look forward to working with Itchy FM, and are certain we will both benefit on and off air”
Nigel Muntz, Managing Director, Afterdark Media Ltd (Publishers of twenty4-seven magazine)
Stranger
October 2004 heralded the launch of a free bimonthly called Stranger. Aimed at 18 to 35-year-olds,
the title covers global and local issues from music to the environment and is printed on 100% recycled
paper.
Stranger’s editor, Helen Gilchrist (ex-Time Out and Adrenalin magazine) will co-present a weekend
specialist magazine show (Stranger Sounds). In exchange Itchy FM’s specialist presenters (rare
groove, funk, live scene, hip hop) will be given a page in the magazine to talk-up’ their special guest
appearances, new or rare tracks they feature on their show and other specialist output.
“We at Stranger are really excited at the prospect of working with Itchy FM, and the fantastic
opportunities it will provide to boost youth communication in Cornwall. By communicating to a wide and
waiting youth audience, we hope that Itchy FM and Stranger can work together to highlight the vibrant
culture and opportunities available for young people in the county – hopefully helping persuade them to
stay here!”
Helen Gilchrist, Editor
Other marketing
Itchy FM’s Marketing / S&P Manager will be responsible for generating a number of other low cost, high
impact marketing activities to increase audience including:
• Itchy Hit Squads on Branded mopeds doing beach promotions in summer and in term time
college and university promotions (sticker blitzes, voxpox, raising awareness and participation
for on-air promotions) plus workplace visits.
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