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Newsagents radio gets personal

Immedia Broadcasting, the UK’s leading provider of live tailored radio for retailers, today announces the launch of the first ever live in-store radio station allowing presenters to trigger local content and advertising for individual stores. Immedia will launch the revolutionary station in the 69-store estate of Northcliffe Retail, which plans a further roll out to its 300 affiliated stores over the coming months.

The traffic-managed subscription station will be a tailored version of ?Impulse Live?, branded as ??news Shop Live? and will be produced at Immedia?s studios in Newbury. This builds on the success of Immedia?s ?Impulse Live? station for the convenience sector, as well as stations produced exclusively for Lloydspharmacy, Dixons, HSBC and other retailers in the UK and Europe.

In a first for live in-store media, Immedia?s presenters will write and record local branding and promotions that will be sent to each store?s play-out box to be broadcast on the live radio station. Through ??news Shop Live?, Northcliffe Retail will be able to sell promotional activity relevant to the store and its audience, and promote its local newspapers. Customers will be welcomed to each store, for instance, ?Jan & Bob welcome you to Mercury News, Leicester.? Northcliffe?s regional newspapers will also be able to advertise in-paper offers and promotional activity in a targeted and informal way, such as ?Buy today?s Leicester Mercury and play for ?25,000 bingo.?

Bruno Brookes, Chief Executive of Immedia, said:

?We are very excited to give retailers and publishers this unprecedented ability to tailor the way they communicate with their customers through live radio. Our new station for Northcliffe Retail takes strategic marketing to a new level of sophistication and accuracy. With the launch of this subscription station, we have revolutionised the way retailers can target customers. This degree of local involvement from retailers will make in-store media even more powerful and effective than before.?

Commenting on the deal, Colin Mullins, Managing Director of Northcliffe Retail, said:

?We are very pleased indeed to be launching ??news Shop Live? in Northcliffe?s ?news Shops. We?re excited about how Immedia?s technology and broadcast experience will help us to promote our products and services, as well as those of our local newspapers. As a retailer, ??news Shop Live? is doubly attractive, as it provides us both with a means of advertising our own brands, such as our regional newspapers, as well as generating revenue through promotional activity. This is truly innovative and we are very excited about what ??news Shop Live? will allow us to do.?

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