Click VR1 expects February recovery in radio ads

Managing director Wasanapong Wichaiya said ad spending for the country's radio stations would experience a drop next month, which is a result of the economic crisis in the current quarter.

Many companies, especially those that are foreign-owned, will cut their marketing costs, but Wasanapong believes ad spending will recover in February when the companies have adjusted to the situation.

But he forecast  total ad spending growth on radio channels would not exceed 10 per cent next year.

"The situation is very challenging for radio channels. I predict many radio stations will see losses, and some will shut down," he said.

Click VR1 will also develop new marketing tools to expand audience base to achieve their share of the anticipated growth of 10 per cent next year.

Though its existing customers are continuing to advertise on its four radio stations, new customers seem reluctant, due to concerns over the economic crisis.

Click VR1 runs four stations: news on FM 101 R R ONE, international music on Get 102.5, easy-listening music on FM 103.5 and alternative music on Fat Radio FM104.5.

Wasanapong said that to achieve its targeted revenue growth next year, Click would expand its audiences to nationwide and create marketing tools to tap target groups.

The company has entered into a joint-venture agreement with Slim Pub and Restaurant to set up Fat and Slim Co, which will oversee its Toys Pub, which was launched yesterday. Click VR1 and Slim Pub each invested Bt150 million in the venture.

Click VR1 intends to develop Slim into a place where the company and Fat Radio FM 104.5 audiences can enjoy activities.