Radio making itself heard with a new planning app.

Local radio is in the fabric of the community.  Radio is not dying, but the relationship is different because consumption has changed, the effectiveness of radio is still there', according to CEO of IRS Plus, Peter Symth.  Smyth was speaking to Colette Sexton from the Sunday Business Post about the development of a desktop app, Radio Factory, which will make it easier for media agencies to produce radio campaigns.  The app has been developed in conjunction with media analysis tool, MediaStar and it has already been broadly welcomed.  Eamon Fitpatrick, managing director of IPG Media Brands, said the Radio Factory App was a 'game changer and deserves great credit'.  Alan Cox, CEO of Core Media, said it was a 'very smart initiative and wil challenge planners to take a fresh look at how they deploy radio budgets'.  The app aimes to reduce the time it takes to plan a radio campaign and with the input of key data by agenices the app will generate a radio plan, which IRS Plus, claims offers the most efficient mix of radio stations.  Full details of the app can be read in the article below.