For most of 1964 Radio Caroline held almost a monopoly on commercial offshore radio broadcasting. A number of other smaller stations had also appeared from offshore bases, but none matched the audience levels of Radio Caroline, particularly after the merger with Radio Atlanta in July 1964 when almost national coverage was achieved.
This document shows the thinking behind the establishment of an advertising sales department – it is undated but clearly written about the time of the merger with Radio Atlanta in the early summer of 1964 .
Caroline’s virtual monopoly situation changed significantly at the end of 1964 when Radio London was launched. The arrival of this new, much more professional and commercially well organised offshore station had a significant impact particularly on Radio Caroline South. Advertising income for the southern Caroline station slumped dramatically, as did audience figures.
By contrast Caroline North held a monopoly position on northern England, western Scotland and much of Northern Ireland and the west coast of Ireland. Audience levels here remained very high and, consequently advertising income boomed – particularly with many local advertisers buying airtime.
