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Kent Messenger Group is to offer a newspaper and radio cross-sales

package in Canterbury, following its acquisition of a controlling

interest in local radio station CTFM.

Kent Messenger already owns TLR - the local station in neighbouring

Thanet - and has increased its stake in Canterbury's CTFM to 62.4 per

cent by buying the portion owned by Radio Services. It previously held a

29.9 per cent minority interest.

Managing director David Lewis is keen to integrate the radio and

newspaper sales forces so that each can sell both media. The radio team

of four and the Canterbury newspaper team of 12 will be combined under

the leadership of Simon Clubley, the paper's associate ad director.

"We want all the sales staff to be able to sell both media," said

Lewis.

"This will be a big learning curve for the newspaper team, who have been

trained to sell against radio."

CTFM currently has a 12 per cent reach in Canterbury but Lewis said the

intention is to grow that to 25 per cent.

Sight and sound ad executions that combine both media will be a priority

target for the cross-sales team. Lewis said the group had previously had

some success in this area with the motors and property categories.

An integrated newsroom combining TLR, CTFM and the Canterbury newspaper

has been approved by the Radio Authority.