Commercial radio rallies around retail

The importance of Australia’s retailers is the subject of a new on-air campaign across 261 radio stations that begins today.

The campaign is a combined initiative from Commercial Radio Australia and the Australian National Retailers Association in the lead up to Christmas.

Worth a reported $5m in airtime, the campaign is going out to both metro and regional stations.

Margy Osmond, CEO of ANRA said: “Retail employs over 1.2m  Australians through some 140,000 retail businesses. It is the backbone of communities across the country and provides the first jobs for many young jobseekers. We are very pleased to be working with the commercial radio networks and through their local stations, thank our shoppers for supporting Aussie businesses.”

Joan Warner, CEO of Commercial Radio Australia said: “Times are tough, particularly for Australian retailers. The radio industry wants to show its support for the retail sector and offered airtime allocated to the industry’s on-air brand campaign for a promotion of the importance of the Australian retail sector.”

The retail sector accounts for more than a quarter of the commercial radio industry’s total revenue, Warner said.

“The bottom line is that the retail sector is crucial to many people around Australia and the radio industry is keen to show its support in helping promote the sector.”

Running alongside the campaign is a new website and research report on the power of retail in the Australian economy. The research was developed by the ANRA, in conjunction with the Australian Retailers Association and the National Retailers Association.


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