MEDIA BITCH 27.04.04

Marketing Handbook

What to do when the boss lags behind

Ralph Bernard, executive chairman of the GWR Radio Group, is used to running to keep up with the latest rumours regarding radio consolidation and acquisitions. It’s nice to know he has a supportive team behind him to get himself through the harsh stories.

Well, when Media Bitch says supportive, we hope they don’t take the same attitude in business as they do in sport.

Bernard ran his third London Marathon the Sunday before last.

Far from backing up his boss, Classic FM Drivetime presenter Mark Forrest vowed to beat Bernard’s best ever time of fouranda-half hours by an hour-andahalf.

Not only did Forrest do even better than he pledged, but he also finished the world-class event in two hours, 52 minutes (just 20 minutes outside the time required for Olympic qualification).

Bernard didn’t manage to match his own best, taking four hours and 40 minutes this time around.

Oh well, it took Bitch that long just to get out of bed that day.

Life on the open road, pub stops compulsory

While some media types were running in the London Marathon a couple of weeks back – and a lot were – others like to take things at a slower pace.

James Whitmore, the former MD of Mediaedge:cia and currently a founding partner at Experience, recently walked 192 miles in 12 days – from St Bees in Cumbria to Robin Hood’s Bay in Yorkshire – to raise money for the Hepatitis C Trust.

He was accompanied on the walk by Mark Radcliffe (above left) of Radio 1 fame, an old friend from university.

Now that’s Media Bitch’s sort of sport – one in which you can go as slowly as you want and stop at a pub every few miles.

Txting Loos upstages the stars

Rebecca Loos has been making the most of her new found fame since the “revelations” about her relationship with Posh’s mister, footballing ace David Beckham.

The kiss-and-tell supreme stole the limelight from Kill Bill Volume 2 star Uma Thurman at the film’s premier last week.

According to witnesses, snappers were falling over themselves to get a shot of the PR executive who claims to have stolen Beckham’s golden balls.

She also graced lucky attendees of a Samsung event at Covent Garden’s Hospital Gallery with her presence. The phone manufacturer, which is sponsoring rock and roll photographer Annie Leibovitz’s exhibition at the space, invited Loos along to demonstrate the art of text messaging.

Needless to say, her talents obscured those of fellow star attendee Lemar, who merely sang a few songs – nothing to compare to the skills of Loos’s thumbs. Next.

Made-up Martyn needs new act

Top marks from Media Bitch to perhaps the most optimistic piece of viral e-mail marketing so far this year.

Martyn, claimed a clearly bogus e-mail last week, is a young fan of “very new music star” Natasha, who is the sister of garage warbler Daniel Bedingfield.

“I was wondering if you could please do a feature on her for the already large fan base she has received and to get her noticed by those who have never heard of her before,” Martyn wrote.

For sheer bravado, and a sweet, “this would be very much appreciated, thank you!” Bitch expects nothing short of a fourpage feature with cover splash in the coming months from Media Week.


Set by Tom Shrager, sales director, RoadAds

1. Which breakfast show DJ recently used outdoor ads to promote his show which was being broadcast from Newcastle?

a) Chris Tarrant b) Chris Moyles c) Jono Coleman

2. What was the poster ratings system used before Postar?

a) Oscar b) Postad c) Ofsted

3. Which subtitled movie achieved the most ticket sales for an opening weekend?

a) Amelie b) Crouching Tiger, Hidden Dragon c) The Passion of the Christ

4. What did Pepsi turn blue in the ‘90s?

a) Concorde b) Canary Wharf c) Michael Parkinson

5. Which truck film launched Steven Spielberg’s career?

a) The Rig b) Duel c) Deliverance


1) b, 2) a, 3) c, 4) a, 5) b.

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