Emap has recruited 15 sales staff to sell across six new online
city guides.
The six Yourscreen sites cover cities served by Emap’s Big City Radio
Network: Manchester, Leeds, Newcastle, Liverpool, Sheffield and
Middlesborough.
They have already attracted advertising from the likes of Tesco, Orange
and Virgin Net - as well as numerous local companies - according to
Yourscreen managing director Iain Clasper.
’The sites are perfect for advertisers wanting to target a young,
metropolitan audience,’ he said. ’Initial interest is extremely
high.’
He added that Emap’s approach to the internet is different from that of
rival radio groups. ’Many set up websites which are simply showcases for
radio stations. We wanted to provide users with something that was
genuinely useful.’
As well as guides to pubs, restaurants and clubs, the websites include
sports sections and takeaway menus. ’No longer will you have to grub
around in a drawer for that curry-stained menu,’ said Clasper.
The 15 new sales staff are spread across offices in Leeds, Newcastle and
the headquarters in Manchester. They are led by Yourscreen’s northern
commercial director Paul Cranwell. Clasper said the sites would be able
to draw on the expertise of sales and editorial staff at the radio
stations, as well as Emap Online’s sales team. Emap Online designed the
sites.
Clasper, previously operations director for Emap On Air, moved to
Yourscreen in July. ’Before Yourscreen, Emap had established a series of
radio sites that generated a lot of traffic, but there was some anxiety
about the ability to sustain it. The radio sites now sit within the
Yourscreen services.’
Clasper described Yourscreen as the Emap group’s first genuinely
’virtual’ company. ’While it has its own management team, Yourscreen can
harness the digital media experience of Emap Online, as well as
promoting itself to a mass audience through Emap’s radio stations and
magazines.’
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