We all know that AM listening is declining quite rapidly. Adoption of alternative platforms has been a little slow. This includes DAB and online via applications such as tunein radio app, etc. Also the UK has been unique in never having a national classic hits station on FM but rather small clusters here and there mainly on AM. But if you dont invest anything then the audience will decline. Radio as a whole has become more challenging in terms of making money simply because the audiences are more fragmented. Bauer have missed a trick with the over 35s whom are more likely to have brand loyalty. The main problem is that you have twenty somethings who have no idea about the evolution of popular music and how it fits into peoples lives. So they narrow the playlist and think that dry links will satisfy. The commercial sector need to up their game and be more creative in order to make a profit. For some reason they think that doing what they have to Magic will be enough. They havent reckoned on peoples reactions hence the post today on the old Magic website. They are probably rattled by it.
Posted on: Mon, 26 Jan 2015 22:05:07 +0000
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