AUCKLAND, Today: M+AD threw the cat among the pigeons yesterday with our dangerous suggestion that The Radio Bureau should take the odd support ad in the trade media, rather than blow the entire Radio Awards budget on a full-page ‘congrats’ ad in the Herald.
As you’d expect, our trade-ads pitch didn’t exactly set the world alight. And yes, we muddled up our acronyms. We meant RBA – not TRB.
“M&AD appears to be confused around the roles of TRB and the RBA [Radio Broadcasters Association],” wrote TRB GM Peter Richardson.
“To have a headline TRB go-slow regarding the industry awards is both untrue and misleading.
“TRB perform an agency sales representation role and promotes the radio industry. The RBA manages non-competitive initiatives for the industry including the radio listenership survey and the annual Radio Industry Awards.
“To have a headline TRB go-slow regarding the industry awards is therefore both untrue and misleading.
“As a service organisation, TRB prides itself on the timeliness and quality of our responses and a headline such as yours has the potential to be damaging.”
“I would appreciate a correction as soon as practicable.”
M+AD ed David Gapes responds: “We did confuse the two outfits – and for that we’re sorry. However, both organisations have strong informal ties, and we’re certainly not prepared to withdraw our comments about radio industry support for trade media.”
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