GCap sets up online ad team to boost interactive sales

GCap Media is creating a dedicated online sales team to capitalise on opportunities presented by the growing partnership of radio with online.

The size of the division, which will be headed by interactive commercial director Paul Sigaloff, has tripled from five to 15 digital sales experts who will work to exploit all interactive sales opportunities.

The company has always had a small interactive department selling links and banners on its portfolio of websites.

Now it is refocusing the division to make the most of concepts such as on-air and online partnerships, site and show sponsorships, video and audio, and microsites.

The online sales team will work alongside GCap’s new group director of online and interactive operations, Robin Pembroke, and his expanding team of web designers who are preparing to relaunch the company’s websites in the New Year.

Bosses are making the online offering a priority for the group.

GCap has a database of around one million listeners across all its station websites and sends out regular interactive newsletters relaying updates and new attractions.
John McGeough, trading and business development director at GCap, said: “The level of interactivity and quality of our sites has changed beyond all recognition in the last year and our ever-expanding team is bringing a new level of quality and understanding.”

McGeough emphasised the importance of websites to regional listeners in particular, saying that during this year’s floods the station sites in the affected areas of England saw an extra three million page impressions from residents looking for information.

Further changes to the GCap sales division see Dominic Barker appointed head of GCap Solutions, to work across all the group’s brands, as well as the GMG portfolio, during Anna Pennington’s maternity leave.

Previously regional sales director for GCap in Manchester, he will now report to national sales and trade marketing director, Simon Daglish. Head of sales for GCap Manchester, Cheryl Levington, has been appointed commercial director of the Manchester business.

She will take on Barker’s previous commercial responsibilities in the City.

Media Week 20-Nov-07