Industry newspaper The Stage reports that Clear Channel Entertainment, the country's biggest theatre chain, is set to take advantage of the new communications bill (next year) and bid for Capital Radio, on the grounds that control of the station would help the company promote its theatre product.

Whatever the ins and outs of this particular case, it's certainly true that theatre needs to be more proactive in its publicity campaigns, and if relatively cheap (because the theatre company would own it) radio advertising were available, then it would certainly help sell more tickets.

As West End theatre publicists are aware, London's radio stations are a very effective marketing tool for theatre, particularly if stars (or directors or writers) can be persuaded to appear on chat shows to plug their musical or play.

—By Paul Webb Theatrenow