Christmas Eve sees Chris Evans present his last Radio 2 breakfast show. Then he takes a few weeks off, before he reappears in brand new studios over in The News Building, just under The Shard by London Bridge station. There he’ll begin his new Virgin Radio breakfast show from the 21st January 2019.
When I took a first look at the news that Evans was leaving Radio 2 to “return” to Virgin Radio, I said that it was a big financial gamble by News UK. And that’s still the case.
But now comes news that Virgin Radio is going to run his breakfast show “with no ad-breaks.” Instead we learn that Sky is going to be sponsoring the breakfast show, and that promotions for Sky will be integrated into Evans’ show.
Now I’ll confess that I’ve always wondered if it was possible to run a full-service commercial radio station without any ad breaks, instead relying on sponsorship, promotions and other means to support the business. This isn’t quite that, as the rest of the schedule will continue to have ad-breaks, but it’s an unusual move as I’ll explain. However for the first few months of the new show, it does make some kind of sense.
Stations going ad-free during the launch phase aren’t an unknown thing. A number of digital stations, like Union Jack, have done it during their first months, in part because they don’t have any data to trade from at first. While Virgin Radio does have current data, Evans joining them makes January a new year-zero and creates a set of circumstances for going ad-free as I’ll explain below.
At the time of the Evans announcement, former radio executive Phil Riley tried to run the numbers on the deal. While these are definitely “back of the fag packet” calculations, they bear looking at, because it’s tricky to make the sums add up.
For a station the current size of Virgin Radio, there’s absolutely no chance that a Sky sponsorship would cover the costs of Evans (and his team), unless either they were taking a pay cut from what they were getting at the BBC, or Sky was paying massively over the odds for its sponsorship.
Neither seems likely to be the case. I don’t see Evans taking a pay cut – you expect Sky will definitely be paying a premium for exclusivity in the show, and there’ll be an expectation that Evans’ show will grow substantially beyond where the current Virgin Radio breakfast show is. But paying massively above the market rate?
Of course Sky and Virgin Radio owners News UK were related within the Rupert Murdoch empire previously. But Comcast has just bought Murdoch’s controlling interest in Sky, and completed that acquisition in October, with the departure of James Murdoch amongst others from Sky’s board. You feel that the recent announcement that Sky would cease to sponsor its spectacularly successful cycling team suggests that Comcast is definitely in control of the business and making its own sponsorship decisions
While it’s possible that some kind of “sweetheart” deal was signed prior that final acquisition, I still really don’t see Sky paying over the odds for a sponsorship property like that.
You would imagine that there’s still room for promotional activity beyond Sky’s involvement in the new show – i.e. sponsored competitions. These remain big business in the radio industry (And that’s why we’re more likely than not to see networked breakfast shows on stations like the Capital Network in the near future. You can do bigger and better promotions with greater creativity and impact if you have a single show).
Between those two revenue sources, perhaps the sums will lead to a break-even situation (if we exclude other costs like marketing). But going ad-free definitely means turning away spot-airtime money which is still the bulk of any commercial station’s revenues. And not having those spots has a wider impact on the station.
Ordinarily, you wouldn’t allow an advertiser to only buy spots in a big name breakfast show. You would limit those spots carefully, requiring advertisers to buy packages of spots across the whole station. If you want a couple of breakfast show spots, you’ll need to buy daytime, afternoon, evening drive and overnight spots as well. Those spots get packaged up, and you buy the whole package (Without these packages, there would be barely any advertisers overnight at all!).
By doing away with any breakfast spots, there’s less of an incentive for advertisers to bother buying slots elsewhere on the station.
I had assumed that Virgin would also invest in other parts of the schedule, perhaps picking up a few other high-profile names, but that doesn’t seem to have happened, and that potentially means that spot advertisers aren’t going to want to come to the station as much.
However the real reason to go ad-free – at least for the first three months until they get a set of RAJAR results that incorporate Evan’s listening figures – is because the current data is so low that there’s no significant loss. With just 1.3m listening hours across the station in the most recent RAJAR results – listening hours is the most important measure from a trading perspective – the loss of spot advertising revenue just isn’t that significant.
You may as well go out of your way to incentivise as many current Radio 2 listeners as possible to follow him across with the promise of no ad breaks, and accept what is a relatively small loss.
However, although they’ve not announced it as such, you would strongly suspect that once those first Chris Evans listening figures come through with the mid-May RAJARs, and start being traded on from early June, that ad breaks will duly make their appearance on Evans’ show. That would be my bet.
(As a side note, it would also be in most radio groups’ interest to lower their current ad loads as streaming music services become more mainstream, but that’s another blog for another time.)
In the meantime, I await an upcoming marketing blitz!
First a note of caution. This piece was published in November 2018, and it’s entirely possible – indeed probable – that things will have changed if you’re reading this at any point after that date. It’s also worth noting that I’m in the UK, and these solutions may not work in your region. Also, I’m doing this with the Android Apps for Google Assistant and Amazon Alexa. iOS apps may vary – but hopefully not very much.
It’s not entirely clear when the first radio alarm clock was created, but the Bulova M-781 from 1932 seems the most likely. It was a grandfather clock with a radio built in that did indeed switch on according to a timer.
What is more certain is that over time, the radio alarm clock became a significant category in the radio world. Most manufacturers of radios built at least one, and probably more, radio models. Most still do. Having a radio turn on and wake you up in the morning is a basic use case for radio. Recall that the biggest radio audiences are to be found in the morning.
Fast forward to 2018 and what do you do to wake up to the radio in the morning?
Well, you could still go out and buy a radio alarm clock. While there are still a disappointingly large number of basic FM models that don’t look like they’ve had a refresh in thirty years, you can at least buy DAB models on most of Europe.
Many people use their mobile phones. But you’ve been busy buying smart speakers to kit out your home. Can you use these to wake up to the radio? In general, they sound better than your mobile’s speaker.
Well, yes you can. But it certainly isn’t easy. Indeed, when I asked a few owners smart speakers if they did it, I was usually informed that it wasn’t possible.
Before I started, I did a fair bit of Googling to see how easy it was. The methods I describe below have only become available relatively recently. So prior to that, the preferred solution was an hilarious hack. It involved recording yourself on your mobile phone saying something like “Alexa, Play Radio 1.” Then use this recording as an alarm sound on your phone. So at 7am or whenever, your phone pipes up: “Alexa, Play Radio 1” and then the nearby Alexa in your bedroom starts blasting you with Greg James.
Of course if you happen to charge your phone away from your bedroom Alexa, then you could be in trouble. And let’s hope that you didn’t leave your phone in a jacket pocket or a bag the night before, or you forgot to put it on charge so that it went flat and as a result your alarm failed to go off.
We’ll assume that your use case is that you’d like the radio to switch on perhaps 5, 6 or 7 days a week, with the station of your choice, at the volume of your choice. And perhaps you’d like to have different alarms set for the weekend.
I don’t think that’s anything too complex. Before we continue, I should note that all the major radio apps have this basic functionality built in by default. BBC iPlayer Radio, Radioplayer and Tune-In all have this functionality – they all also have sleep timers too (BBC Sounds, for some reason, has not yet added this functionality).
But you want to do this by voice. Let’s see how easy it is with the Google Assistant or Amazon Alexa. Note that I’m using Android apps throughout.
To make this work, you need to use Routines from within the Google Home app. It might be possible to set this up purely by voice (as you can with Amazon Alexa), but if it is, I’ve not worked out how to do it.
I’ve got to be honest: while it has improved in recent iterations, I find the Google Home app particularly messy. I think it needs a top to bottom redesign since too many important things are buried away in sub-menus. I suspect that most users don’t use the app all that regularly, mostly using it when they set up new devices on their home network. So even if you work out how to do something, when you use the app again some weeks or months later, you won’t remember exactly how to repeat processes you previously worked out.
To set a routine, you should be on the same WiFi network as your Google devices. In other words, you’ll need to be at home to do this.
Within the App you go to your Account, and then Settings. From here you choose Assistant, and then scroll down to Routines.
By default, Google has set up a number of example routines – Good Morning, Bedtime, Leaving Home, I’m Home etc. But all of these are voice activated. In other words, it would rely on you saying “Hey Google, Good Morning” to activate the Good Morning routine.
You need to create a Custom Routine – and it’s entirely possible that in some regions, this isn’t yet possible. Google’s own help page claims that Custom Routines are US only at the moment – but it worked for me in the UK.
Click the + in the bottom right corner to set up a New Routine.
This is the key screen for setting up your routine, and the first box is perhaps the most confusing. Google wants you to have a spoken command for your routine – and that’s not optional.
Now obviously, if you’re using this routine to wake-up, you’re unlikely to be in a position to say anything to kick-start the whole thing. The good news is that although you have to provide some words, they’re not the only way to fire off the alarm.
So click on Add commands and fill in the box with some text which you’re unlikely ever to need to say.
Press the left arrow to go back and next go into Set a time and day. This is pretty easy to complete, choosing a time and then selecting which days you want it to apply. You also need to select a speaker. And if you’ve grouped several speakers together into a Group you can start this routine on multiple speakers. In the example below, I’m using the speaker I’ve named Bedroom Mini. You can choose whether or not you want your phone to be notified as well.
Use the left arrow again to get back to main screen and you’ll have something like this.
Now press Add action.
Here you’re presented with a text box and a couple of suggestions from Google about setting a volume or giving you the weather. Again, you’ll be able to add multiple actions, so if you do want the weather before the radio kicks in, then here’s the place to do it.
Rather than use written words to set the volume, we’re going to go into Choose Popular Actions. Scroll down to the Your Devices section and select Adjust media volume.
Then press the cogwheel to set a volume level.
Use the top left arrow to navigate out of that menu back to the main screen, being sure not to press it again. That’s because you need to press ADD in the top right hand corner.
You should now have a routine that looks something like this:
Go to Add media and select Radio in the options.
Click on the cogwheel and you again get a blank box asking you type a radio station. Google gives you two BBC examples, but we’ll choose another station.
Again, if you’re uncertain what to type, try a voice command with your Google device first to ensure that you get the right station, and the right version of the right playing. You’ll want to make sure you get the right Capital or Heart!
Use the left arrow to get back to the main routine screen.
At this point you could add additional actions like switching on light bulbs or other smart home connected devices. We won’t bother here.
Then be sure to press the tick-mark and not the left arrow again to save your changes.
Your routines screen should now look like this.
And that should be it. Your radio alarm should be set.
However, there is a lot I’d like to see improved in the Google Home app to make this easier. Not least the completely non-intuitive way to navigate it. Starting with my profile, then settings and then another sub-menu to even find routines is madness.
My biggest issue, remarkably, is timing! In my tests, the radio didn’t quite come on when I expected it to do. It would be perhaps one to two minutes late. This seems quite extraordinary, and I’ve no idea why, unless there’s some processing time on a Google server somewhere between me updating my routine and Google being in a position to serve it on my Google device.
As a result of this, I would suggest setting your timer early particularly if you value every minute of sleep you get.
I would also note that in at least one instance, my device failed to play the radio at all. An initial beep sounded indicating that the routine was starting, but then nothing happened.
Then there is an issue of zombie routines. In my tests, I twice created a test routine, then having finished with it, I deleted it. But later it returned unwanted and I had to delete it a second time – this time seemingly permanently.
The next issue is the confusion about requiring some command words for a timer. It’s fine to have the option to use these, but for some routines, you just want them to work at the times of your choosing regardless.
Another key issue is that I can find no way to set the duration of the radio once it has turned on. Many radio alarm clocks will time out after a period of time, and as we’ll see, Amazon lets you do this. It could be particularly annoying if you fail to turn off an alarm when you go away for a few days.
Finally, there’s no volume fading – the radio just starts instantly at your set volume. Google is not alone with this, but it would be nice to fade in the audio gradually.
Overall, it’s not a great experience using the alarm, with them not starting on time and even failures to start at all. I’d be nervous using it alone. Furthermore, the app is not intuitive, and even finding the right place to set them up is not simple.
In general terms, I think the Alexa app is somewhat ahead of Google’s right now. It’s slightly more intuitive. and overall I had less difficulty setting it up. Again, this is probably easier to do when you’re on the same WiFi network as your Amazon devices.
You can actually set an alarm by voice with Amazon Alexa! Thanks to Daniel for pointing that out. You won’t have quite the control that going through the app gives you, but this is by far the easiest way to do it.
If you say something like: “Alexa, wake me up every weekday at 8.00am with Radio 4” it should confirm the time and indeed set an alarm.
You can confirm this by going into the Alexa app and looking in the Reminders & Alarms section and selecting ALARMS.
You can go into the alarm and make adjustments to days of the week or the time.
Note that you can’t set up an alarm on the app this way if you want to listen to the radio! You have to first set it up via voice.
Also note that you have no control over the volume, which will be the previous volume set, or add in additional functions like switching on lights or reading the weather to you. Finally, the alarm will come through the device you set it on.
If you want more granularity, then you need to go into a different part of the app. You want to ignore Reminders & Alarms. Instead we now want Routines.
Hit the + icon to create a new routine.
Then choose the + icon next to When this happens
Select Schedule from the list of options.
And on the Set Time page choose Select next to At Time.
That opens a screen that is mostly blank with a tiny time in the middle of it, defaulting to the current time. Press it and (in the Android app) you get the familiar Android clock allowing you to set the time e.g. 07:00.
Click Done in the top right hand corner of the screen when you’re happy and then choose Select next to Repeat. The default is Every Day but you can change it to specific days, weekdays or weekends. Of course you can set multiple routines for weekdays and weekends. We’ll stick with the default for now.
Select Done and you should have a screen that looks a little like this.
Now you need to Add Action. Press the + next to it. And you get a choice of things you can do.
It’s worth noting at this point that you could add multiple actions here. Alexa could say, “Good morning!”, then play you your news via whatever choices you have set in your Flash Briefing.
But in this case we’ll just turn on the radio.
So you need to choose Music. Yes, even if you want to listen to Radio 4 when you wake up.
In Song, Artist or Playlist you need to spell out your preferred radio station. And an important note here is that it needs to be available on TuneIn. If it’s not, then this won’t work. If you’re not sure, try using your Alexa to see if it selects the right station.
Then in the Provider section under the word From, choose TuneIn.
Finally, you can set the duration of the timer. The default is 30 minutes. Press Set Time and choose a duration.
When you’re done, you should have something like this:
Click Next and you now have the opportunity to add further actions.
The one other thing we’re going to do is set the volume of our Alexa. Click the + next to Add Action and select Alexa Devices.
Select Volume and you get a slider to choose your volume.
Choose a number you’re happy with, then click Next and Add. You’ll notice that the volume is set ahead of playing the radio. If not then you can move them around using the = buttons.
Finally you need to choose the Echo device that the radio comes from. If you have multiple Echo devices, choose one in the From list. I don’t believe it’s possible to have routines play on multiple devices at time of writing.
Press Create and you should be done. A message will say that your routine has been saved and it will appear as an Enabled routine.
If you need to delete or disable a routine, select it and then use either the disable button to turn it off, or the menu dots in the top right to delete it altogether.
Note that you can also test the routine by going into the routine, pressing the menu button and choosing Play Routine. That should ensure that that TuneIn really does manage to pick the right station for you. This will also let you fine tune your preferred alarm volume.
In general terms, this solution works well, but I don’t think it’s completely intuitive. You might have worked out that you can wake up to a track, or a Spotify playlist (although for me that makes me think of Groundhog Day) but not realised that you could choose a radio station.
The only key thing I’d like to be able to do is fade up the volume. It starts quite abruptly and a little bit of a fade might be better – although few radio alarm clocks do that.
If you have other smart home devices, such as light bulbs, you could switch those on too by adding a further action to your wake-up routine and choosing Smart Home. Again, it’s not perfect though. I have some Hue bulbs and the Hue app lets me brighten them slowly over time. The Alexa app just allows me to turn them on – albeit I can choose the brightness. A gradual increase in brightening might be nice. The Google Assistant is similarly limited in this regard.
The other thing you could try is IFTTT – the service that allows you to connect devices and apps together using the various APIs the companies make available.
The only trouble with this is that it can be non-trivial to build these connections, and in any case, I’ve not found a way to do it.
I’m really not sure why such a simple use case is so hard to achieve. I really shouldn’t have had to write a tutorial to explain how to do it.
When smart speakers first emerged, they quickly became the best internet radios you could buy – assuming your voice was understandable by the devices, and your choice of radio station was available to stream. Adding alarm functionality to these radios should be trivial.
As I note at the top, all of the above is true at time or writing in November 2018. Undoubtedly both Google and Amazon’s apps and devices will improve over time, and I trust that it will become easier to set a task like this.
Interesting news from Bauer Media this morning. They’re launching Greatest Hits Radio nationally from January 7th, to sit alongside Hits Radio. Together they will form the Hits Radio Network.
It sounds like this new mostly networked service is being positioned as a slightly older version of Absolute Radio Network. It will target 40-59 “Reclaimers,” playing “the biggest songs of the 70s, 80s and 90s” from artists like Queen, Blondie, INXS and Michael Jackson.
The station is going onto national DAB, but interestingly is also going to replace Absolute Radio on the West Midlands 105.2FM frequency, as well as 105.9 FM in Liverpool (where Radio City 2 was already effectively this format).
This will also be the default AM service across Bauer’s city brands, but with separate English and Scottish breakfast shows.
This looks to be part of a larger dual-pronged approach to radio brands under Bauer. There are the big national brands like Absolute, Magic and Kiss, and now Hits. But importantly, they can sell national, regional and local advertising as Global can do with its brands.
But Bauer looks to be retaining local FM stations across primarily northern England and Scotland. And while I suspect that Global will jump fairly early “nationalising” its stations to a large extent, it’s not certain that Bauer will do this in peak.
In January last year, The New York Times launched a new podcast called The Daily. Spinning off to an extent from what the paper had been doing during the 2016 Presidential election, The Daily quickly developed a following. With a strong voice – both authorial and audible – in Michael Barbaro, it grew quickly. For a certain demographic, it became a must listen.
The Daily is excellent at digging into stories that The New York Times has covered in that day’s paper. A usual episode will deal with one or perhaps two stories, speaking with the Times’ journalists involved, and using clips and other archive material to give the story colour. The production quality is excellent. It’ll end with a summary of other things you need to know. The podcast is released early in the morning US time, so it’s available to listen on listeners’ commutes.
The Daily is by no means the first attempt at a daily news podcast. Lots of broadcasters have been doing lots of news things for an awfully long time. Many of them were spin-offs of radio programmes, but there were also standalone podcasts including ones from major newspapers like The Guardian. And there are certainly popular news podcasts. The Global News Podcast from the BBC World Service is the BBC’s single biggest podcast in terms of downloads, by a significant margin.
But somehow The Daily took off when others haven’t (or at least hadn’t).
Since its launch, The Daily has also become a syndicated public radio series, with episodes airing on a number of public radio stations after 4pm the same day, allowing it to remain a podcast-first property. Meanwhile the FX channel has ordered 30 episodes of TV version called The Weekly, with episodes going onto Hulu the day after broadcast. The series is due to start later this year. All in all, The Daily has become a very multimedia property for The New York Times.
To nobody’s great surprise, lots of other people want to get into the mix.
Recently The Guardian announced that it was launching a new daily news podcast presented by Anushka Asthana. Today in Focus has just launched. As with The Daily,Today in Focus concentrates on a single big story, although it is also carrying a second supplemental story too. In the first week Today in Focus has concentrated on Brazil’s new far right president, and the upcoming mid-term elections. The podcast is available early each morning, in time to be listened to for the morning commute.
The Guardian’s podcast managed to launch the same week that the BBC launched it’s new daily news podcast – Beyond Today. This launched at the same time as BBC Sounds, the big new audio app was formally launched by the BBC (it has been available in a public beta for a few months now).
Beyond Today also follows the well-trodden path of concentrating on a single story. And as with Today in Focus, the podcasts tend to be around 20 minutes in length (The Daily tends to run twenty-something minutes a day).
In the first week Beyond Today had episodes about Britain’s finances, ahead (or in fact just after) the budget, a very sad story about an Iraqi Instagrammer, middle class drug use (Although I think that episode missed a trick concentrating largely on a dealer and a real addict. It should have looked more closely at general users.), WhatsApp and a piece about who makes the news with Amol Rajan. Incidentally, although Rajan sometimes feels a little over-exposed appearing everywhere from The One Show on BBC1 to The Media Show on Radio 4, this episode is worth a listen, since it examines a real class issue in the media which often gets overlooked in issues of representation and diversity.
The one thing I’m slightly curious about is the name. When I first heard the name, I thought that it was a Today programme spin-off. But it’s not really, in that it has its own presenters – Tina Daheley and Matthew Price – and that it doesn’t sound at all like it’d appear on the Today programme. That said, I believe excerpts have indeed aired on Today this week. But I’d actually say that in tone, it’s closer to Five Live rather than Radio 4.
On the other side of the Atlantic, Slate has been running What Next, a
Interestingly, both What Next and Slate’s other daily podcast, The Gist, get published later in the day rather than earlier.
Earlier this year, Vox launched its own competitor,Today, Explainedwhich it very much pitches as a more fun version of The Daily. You won’t be surprised to learn that it runs around 20 minutes. So you can maybe listen to three of these daily news podcasts if your commute lasts an hour!
Today, Explained is definitely more casual than some of the others, although the stories are always interesting. In the last week it has run episodes on white hat hackers (i.e. hacking for good, often identifying vulnerabilities and reporting them before bad guys can use this), universal basic income and fracking in Colorado amongst others.
These are by no means the only news podcasts of course. There are plenty of news podcasts out there. But many of these are more like traditional news programmes.
The BBC, for example, makes available in podcast form several of its flagship news programmes including the World At One and The Six O’Clock News from Radio 4, and Newshour from the World Service. All of these are the same as the broadcast versions.
The BBC’s flagship news programme domestically, is the Today programme. But that has a rather odd podcast presence. The radio programme runs for three hours Monday to Friday, so is too big to simply put out as a podcast – at least, not if you want people to listen.
Instead, Today publishes 3-4 separate podcasts a day. The first is inevitably the business news of the day, while the remaining 2-3 are based on segments of the programme, or gather together different segments on the same news story. The issue here is that the offering feels very piecemeal, and there’s little urgency in publishing the podcasts. Given the importance of the 8.10am interview – usually with a leading politician – the podcast may not appear until late morning, if at all. (Also, I’d love the podcast to lose the phrase, “You can listen to more free content from Today…” for obvious reasons.)
Of course the success of The Daily is in part due to it being available in time for listeners’ commute, so simply re-purposing morning news radio programmes leaves podcast rebroadcasts of radio news programmes at a slight disadvantage. But then, you probably shouldn’t be using podcasts to get “breaking news.”
As long as producers realise that they’re not trying to compete with 24 hour news channels that are rushing to break news, then podcasting publishing timescales can work well.
Publications like The Financial Times and The Economist do publish regular news programmes, but they have more weekly than daily output. Perhaps the closest equivalent I know of in UK radio is the BBC World Service’s Business Daily which is a Monday to Friday radio show that is nicely re-edited into a daily podcast. It’s business in its very broadest, and like The Daily has a deep dive into a different subject each day.
Could LBC do something interesting with Eddie Mair? A sharply edited 15-20 minute version of his 2 hour radio show? For some reason, there doesn’t yet appear to be an Eddie Mair podcast at all. LBC has had good success with viral videos, but I’m not sure that’s true in the podcast world. Interestingly, LBC is now winding down its paid-for download operation in advance of a new app that will let people listen-again, no doubt with targeted audio ads.
There is certainly room for a UK-focused daily podcast, and I’m sure other outlets aside from The Guardian and the BBC are working on them. I shall be listening.
Ofcom has published an update today on what it considers localness in commercial radio.
The tl;dr is that it’s not very local any more.
Your mileage may vary on whether this is a good thing or not. But for now, stations that provide local news regularly throughout the day, must only broadcast three hours between 6am and 7pm on weekdays within their local area (more on those shortly).
If you only provide local news at breakfast and drive, then you have to make six hours of programming locally between 6am and 7pm.
The really big news is that breakfast no longer has to be local.
In other words, the big groups – Capital and Heart instantly spring to mind – can start networking a single breakfast show across the country. Previously, I hypothesised that News UK might simulcast Chris Evans on their FM stations once he’s started on Virgin Radio. They’ve since said that they’ve no plans to do this, but then, until today, they wouldn’t have been allowed to (It’s also worth saying, simulcasting Evans wouldn’t necessarily mean rebranding all those station as Virgin).
Any stations that want to make changes will have to request a format change from Ofcom to do this, but that should be eminently achievable.
Will some do this? Yes. Of course they will!
Breakfast is a key show on any station, and you tend to put the biggest and best names you can on the show. So there will be some careful consideration before anyone throws out their market-leading local breakfast presenter and just networks someone in from London (or Manchester).
And they still have to do three hours locally somewhere. The cynic in me suspects that this might not be drive, but either mid-mornings or afternoons.
Networking breakfast means a few things that could see bigger and stronger breakfast shows:
Bigger guests on breakfast – getting on a networked Capital or Heart breakfast will be more appealing to PRs wanting to reach larger audiences.
Better and more creative promotions – at the moment, it’s quite complicated for a national promotion to run on a station like Capital. You need to keep mechanics simple and replicable across the country. You can do smarter, cleverer and more impressive things if you do it once everywhere.
Global and Bauer can take on the BBC at breakfast – with Radio 2 changing shortly and Greg James still fresh at Radio 1, they can begin to get the BBC in their sites. In my RAJAR summary the other day, I mentioned that Global was likely to have a certain amount of house inventory as a result of its shopping spree of outdoor companies. They could go hard to take on the BBC at breakfast.
Local stations that aren’t part of a big group can trumpet their localness on air. That goes for BBC Local Radio too.
So good news all round?
Well, if you’re a commercial radio group, then probably. You can save some money – perhaps lose a few more local presenters, but at the same time build some bigger and stronger shows that could become more profitable at the same time.
It’s not great news if you work on breakfast. You may well be kept on – they need someone for that three hour block after all. But will it be the whole breakfast crew that you have currently? Will you even have a producer when you’re doing mid-morning or afternoons?
And there’s a larger philosophical question. What does Independent Local Commercial radio mean any more?
Some of the ads are still local, yes. There’s some local news. A bit anyway. There are station trails and junctions that mention local towns and cities. Perhaps. But “Local”? Really?
It’s not even as though you can easily go through some kind of beauty parade and win a licence against an incumbent. It happens very occasionally, but when was the last time a London licence even came up?
Commercial radio has always complained that it’s vastly more regulated compared with other media. That’s definitely true. But analogue spectrum in particular is scarce, and the reality is that new entrants find it very hard to get a leg up. DAB sorts a lot of that out, and digital continues its upwards march. But FM spectrum remains valuable. How much would an FM station go for if it had a London frequency?
Over the years we have ended up with national brands broadcasting nationally. In many respects that’s fine. That’s market forces at work. And yet licence rollovers tied to DAB simulcasting have meant that new entrants who might want to offer a more local service are never even given a opportunity to compete for a licence.
To be clear, grabbing 95.8 FM in London, would be vastly more powerful than securing a London DAB slot.
Ofcom has also defined some ‘Approved Areas’:
In essence, if you make your programme within an approved area then it counts as locally made. These have been around for a while, and have been used to create production hubs around the country. There’s a lot of sense in that – having regional clusters of stations coming from one building.
These new areas are a lot bigger – Southampton is a 220 mile drive from Penzance, but they’re both in the same area. Canterbury and Northampton would seem to be very different places, but they’re in the same area (circling, but excluding, London).
We’re approaching winter, and last winter the ‘beast from the east’ meant a lot of snow and a lot of disruption around the country. Local TV bulletins had their biggest audiences during this period. RAJAR doesn’t measure radio on a day by day basis, but it’s fair to assume that some stations will have had their biggest audiences on those snow days.
Next time around what happens? BBC Local Radio is becoming more local, dropping the networked evening show.
Yes, some commercial stations in bigger groups will no doubt drop networked programming to stay local, but they won’t truly have the staff or resources to really do a great deal. In truth, that’s already the case. Should we just drop the word ‘local’ altogether?
As ever, this post is brought to you in association with RALF from DP Software and Services. I’ve used RALF for the past 9 years, and it’s my favourite RAJAR analysis tool. So I am delighted that I continue to be able to bring you this RAJAR analysis in association with RALF. For more details on the product, contact Deryck Pritchard via this link or phone 07545 425677.
It has been something of a tumultuous period for radio in the last few months, and especially for Radio 2‘s line-up. First there was Chris Evans announcing he was upping and leaving Radio 2 to head to Virgin Radio, to be replaced by Zoe Ball in Wogan House. Then at the start of this week Simon Mayo announced he’d leaving his Radio 2 drivetime show where he had recently been paired with his “radio wife” Jo Whiley. He leaves the station altogether – although thankfully his Five Live show with Mark Kermode remains – while Whiley gets a new evening show, pushing Radio 2’s specialist music slightly later into the evening. Come January, the station is going to look and sound somewhat different to how it does today. No news yet on where Mayo might also go. The release on Monday mentioned a new two-book deal following the publication of his first adult novel, although he’s been writing young adult books for a number of years. I don’t think one precludes the other. Mayo also recently launched a book-focused podcast away from the BBC – I suspect that his Radio 2 book club, and the book review slot he had before that on Five Live, are both missed by publishers.
Digging a little into programmes is worthwhile. Chris Evans saw his show fall 2.4% on the quarter to 8.8m, but it’s down 5.7% on the year. Those are Evans’ lowest ratings in a while, although his announcement didn’t come in time to unduly affect them. In any case, I’d be amazed if we don’t see a bump in the next RAJAR release for his final shows.
There was a lot of interest in the Jo Whiley and Simon Mayo last time around, since if you believe the reviews, the show is not good – the chemistry between the pair reportedly wasn’t there (I don’t listen, so can’t really say). In spite of that, reach for the show increased last time around, not fitting the narrative. This time around it’s a different story. Reach is down 6.6% on the quarter and down 6.9% on the year – leaving the show with 6.0m listeners. Hours are also down, falling 6.7% on the quarter and 5.7% on the year. A little low for the slot?
Where does all this leave the station in the latest RAJAR – with all the current shows still in place? Well it’s down a little. Reach falls 2.0% to 14.6m on the quarter, although it’s down 4.7% on the year. Hours are broadly in line, down 3.1% on the quarter to 176m, while they’re down 4.2% on the year.
Before we go too much further, it’s worth reminding ourselves that this data is for summer 2018, from the 25th June until 16th September (at least for big national stations). Overall radio listening wasn’t too weather affected. Reach was down 0.4% on the quarter and down 0.9% on the year, but hours were up 1.0% on the quarter, but down 1.9% on the year. I remain most worried by that last number. Hours are still over 1 billion, and average hours are up slightly to 21.1 hours a week. The average age of a UK radio listener is 48.
That means that the Radio 2 has under-performed slightly compared with the radio as a whole. But it’s comfortably the UK’s largest station.
National and Brands
Over on Radio 1, Greg James moved into breakfast over halfway through this RAJAR period, so it’s not easy to say how he’s doing so far. However, Radio 1 itself, had a decent bump during the period. Reach was up 3.9% on the quarter to 9.6m listeners (although down 1.0% on the year), while hours were up 2.6% on the quarter (but down 0.5% on the year). Those are good numbers for Radio 1.
Elsewhere across the BBC, Radio 4 saw reach grow very slightly on the quarter, up 0.4%, but it’s down 5.1% on the year. Hours are down 0.6% on the quarter and 3.7% on the year. Brexit boredom? The data doesn’t say. (Today is down 0.4% on the quarter and down 3.9% on the year, while hours are up 2.3% on the quarter and down 3.9% on the year. But nor does the data indicate which presenters people like.) Will Eddie Mair’s departure for LBC, with Evan Davies replacing him make much difference to PM? Again it’s too early yet to say with Davis having only just started on the show.
Radio 3 got its Proms bump with reach up 1.4% to 1.9m (down 1.5% on the year). Hours were well up this quarter – up 10.3% on the quarter and up 13.7% on the year. I hate to disappoint Radio 3 listeners, but the jump looks a little too good to me, so expect some “correction” next quarter.
Five Live had quite a decent quarter. Most of the World Cup was over by the time data started being collected. Nonetheless, reach was up 6.3% on the quarter (down 0.7% on the year), while hours were up 11.7% on the quarter (down 0.3% on the year).
6 Music can’t claim to have broken any records this quarter! But with 2.5m listeners, it has its second highest ever reach, up 3.0% on the quarter and up 3.6% on the year. Hours were down 9.1% on the quarter, but up 5.3% on the year. Recall that Lauren Laverne is lined up to take over breakfast in January, but there’s still another final quarter of Shaun Keaveny before then.
Over at LBC, they have been busy trumpeting the arrival of Eddie Mair. They’re certainly spending in broadsheet newspapers promoting his new show which runs 4-6pm and goes head to head with his old slot in the second hour. Interestingly, away from radio, owners Global has bought no fewer than three different outdoor companies. Aside from going from zero to the joint largest outdoor company in the UK in only a couple of months, it does also mean that there might be a lot of inventory for cross promotion of other Global assets like its radio stations. Can we expect to see lots of LBC, Capital and Heart digital outdoors adverts? I wouldn’t be surprised.
Mair’s show didn’t start until September, so is not really measured in these figures (notice a theme?). Overall LBC was broadly flat – down 0.5% on the quarter in reach, but up 0.3% on the year with 2.1m listeners. Hours show a 1.4% increase on the quarter, but have fallen 9.6% on the year. They hover just over 20m a week.
Classic FM was broadly flat this quarter, up 0.6% in reach on the quarter but down 4.6% on the year. Meanwhile hours are up 0.4% on the quarter, but down 3.3% on the year.
Virgin Radio is obviously an interesting station to keep an eye on. We’ve not heard any more stories about presenters who might be joining Evans at the station. I think it’s safe to infer that Charlie Sloth (he of ARIAS stage invading infamy) isn’t heading there.
While we wait to see what plans owners News UK have in store for the station, reach has fallen 2.1% this quarter to 414,000. That’s a 25.5% decrease on the year. Hours meanwhile are down 9.4% on the quarter and down 13.9% on the year. However I think we can expect a massive marketing push once Evans arrives. As Private Eye has noted, newspapers like The Sun are already onside.
TalkSport has been busy buying up cricket rights to overseas England tours recently. Right now the station is the official rights holder for the tour of Sri Lanka, and they have more tours upcoming. Interestingly, the BBC’s TMS team has adopted something more akin to what TalkSport used to do when it didn’t have rights – doing unofficial quasi-commentaries “off-tube” (aka with TVs on silent). So we’ve had the Cricket Social which seems to actually be going down quite well.
But back to TalkSport. They had a decent quarter in reach terms, up 2.2% to 3.0m on the quarter (up 1.1% on the year). Hours aren’t quite as good, down 4.4% on the quarter and down 4.2% on the year, just dipping below 20m. Sister station TalkSport 2 bounces around much more because its listening is still very low. Reach was up 2.2% on the quarter but down 18.4% on the year, while hours are up 55.5% on the quarter and up 29.1% on the year.
TalkRadio is very similarly sized, but reach was up 10.1% on this quarter to 261,000 (up 2.0% on the year). Hours are up 24.3% on the quarter but down 7.6% on the year.
Absolute Radio had a mixed set of results, with it’s reach down 4.6% on the quarter (but only down 1.4% on the year). However hours were up 9.6% on the quarter, but down 6.2% on the year. Across the entire Absolute Radio Network, reach was up 2.4% on the quarter and 7.8% on the year to 4.9m – the highest number ever achieved by the brand.
Good news at Absolute 80s where it achieved a record of 1.8m – up 14.7% on the quarter and 15.0% on the year Hours were down 3.5% on the quarter, and up 6.3% on the year. And Absolute Radio 90s also achieved record figures with 913,000 listeners – up 11.1% on the quarter and up 20.8% on the year, with hours even more impressively up 12.4% on the quarter and 31.3% on the year. A reminder that 90s are fast becoming the new 80s.
Kiss fell back a little this quarter, down 3.2% on the quarter and down 2.0% on the year, while hours were down 2.5% on the quarter and down 18.2% on the year. But the whole Kiss Network achieved its best ever figures with a combined 5.8m listeners.
Magic was down a little in reach, down 2.2% on the quarter and down 2.8% on the year. But hours are nicely up, increasing 11.4% on the quarter and up 11.1% on the year. But across the entire Magic Network, it was another record for Bauer with 4.1m listeners.
It’s also worth mentioning Jazz FM which has recently been bought by Bauer. They’ve not quite been moved into Golden Square just yet, but they’ll be bringing 657,000 listeners with them (down 2.2% on the quarter, but up 15.3% on the year), with 2.7m hours (down 10.6% on the quarter but up 18.9% on the year).
Overall Bauer did well this quarter, with a combined 18.165m listeners – up 2.6% on last quarter and up 2.1% on last year. They have 159m hours, up 4.4% on the quarter and up 3.2% on the year.
Over in Leicester Square, Global Radio doesn’t show an enormous amount of change this quarter. They’re essentially flat in reach and hours with 23.668m reach and 207m hours. (Note they sell slightly more than this, since some of the brands they sell aren’t actually owned by them).
The Capital Network shows no real changes on the quarter, but there are some falls on the year. Reach is essentially flat, up 0.2% on the quarter, but it’s down 4.2% on the year. Meanwhile hours are also up 0.2% on the quarter, but they’re down 16.3% on the year. The broader Capital Brand (i.e. including Capital Xtra) is similarly flat to slightly up on the quarter but down on the year.
The Heart Network didn’t perform fantastically this quarter, down 2.1% in reach on the quarter and down 1.9% on the year. More concerningly, hours were down 6.4% on the quarter and down 4.7% on the year. The picture improves across the entire Heart Brand which includes Heart 80s.
Heart 80s had some good results this quarter, up 15.9% on quarter and up 25.0% on the year. Hours were down 9.6% on the quarter while still being up 12.1% on the year.
Radio X saw another decent set of numbers with reach and hours both continuing to climb. At the moment, it’s probably the most improving brand Global has (although Smooth’s doing fine too). Reach was up 2.3% on the quarter and 12.7% on the year, with a reach of 1.7m, while hours were up 8.8% on the quarter and up 36.5% on the year.
Meanwhile the Smooth Brand reached 5.8m with reach up 3.5% on the quarter and up 2.5% on the year, while hours grew 6.2% on the quarter and were up 0.8% on the year.
Finally a word about Jack FM, which has just announced a national version of the station, Jack Radio, that will be 100% female in output. Recall that their existing national station Union Jack, is 100% British artists. While they’re doing some interesting things, you can’t help but wonder about the branding. More than once I’ve had to explain that Union Jack isn’t some kind of Brexit-favouring right leaning station. And I’m not sure that “Jack” shouts female listeners to me. In their Oxford home TSA, Jack continues to beat Heart which is a strong result. Nationally, reach was down a little to 111,000 for Union Jack, while hours grew to 508,000.
Digital listening continues to grow, reaching 52.4% of all listening this quarter. 34.4m people listen on a digital platform each week – 71% of the population.
Internet listening has reached a record level this quarter, with 11.1m listeners. That’s up 3.9% on last quarter and up 11.7% on last year. Average time spent listening is also growing – up from 8.4 hours a week to 8.9 hours a week. I suspect, but cannot prove, that this is a combination of the growth of smart speakers (Amazon Alexa, Google Home) and cheaper and bigger data bundles on mobile.
There were actually slightly more 15-24s listening to the radio this quarter than last! 6.5m, up 1.0% on the quarter (although down 1.6% on the year). Listening hours for this group remain a concern, down 1.7% on the quarter and down 5.8% on the year.
For more RAJAR analysis, I’d recommend the following sites:
Source: RAJAR/Ipsos MORI/RSMB, period ending 16 September 2018, Adults 15+.
Disclaimer: These are my views alone and do not represent those of anyone else, including my employer. Any errors (I hope there aren’t any!) are mine alone. Drop me a note if you want clarifications on anything. Access to the RAJAR data is via RALF from DP Software as mentioned at the top of this post.
Tom Webster of Edison Research wrote a very good piece on Medium recently to back up a presentation he recently gave at the Podcast Movement conference in the US. The main theme of his piece was about getting to 100 million weekly (i.e. regular) podcast listeners in the US. Currently they are at 48 million weekly listeners, so there are another 52 million to go.
Using Edison’s research, he shows that while 17% of Americans listen weekly, 64% have heard the term. And of that group, 37% of them have never tried to listen. His thesis is that to get to 100 million, we need to understand what is stopping people who have learnt about podcasting as a thing actually going further and listening to one. He has a great video of real people explaining why they’ve not bothered, and of course there are lots of good reasons for that.
Webster’s thesis is that if the right show comes along then people will work out how to get to a podcast. He uses the example of Netflix. They didn’t go around explaining how the Netflix app on people’s new smart TVs or Roku boxes work. Instead they made and marketed Orange is the New Black and House of Cards. People wanted to see those shows and they worked out for themselves how to get to them. Around 50% of US homes now have Netflix, so something is working there.
As an aside, it’s interesting to note that massively popular video game Fortnite has just been released for Android devices. Unlike most apps, the game’s creators Epic have sidestepped Google’s Play Store. They want you to download it direct from their site. In order to do this, users have to jump through some hoops to allow “sideloading” of the app to their devices. Epic is doing this because they create a direct relationship with games players, and more significantly, they don’t have to pay a 30% commission to Google on every in-game transaction. Epic’s gamble is that players are so keen to get the game that they will educate themselves about how to get it for their device. This is almost certainly true, and backs up Webster’s thesis.
One really good point Webster makes is that the top performing content in the podcast landscape being different to, say, the TV landscape. He shows a screengrab of the iTunes top podcasts which are full of public media and highbrow programmes: The Daily, This American Life, Serial, Pod Save America.
Compare and contrast with the Nielsen top TV ratings which are full of mainstream, or even low-brow shows like The Big Bang Theory, America’s Got Talent, Celebrity Family Feud, Little Big Shots and The Bachelorette.
It’s not that TV doesn’t do lots of highbrow material, but that this isn’t the most viewed. OK, there are comedians in the iTunes charts, and 60 Minutes is in the Nielsen chart, but in general it’s a good point.
Now what I would say is that in recent weeks in the UK, the Love Island: The Morning After podcast did very well, and was fighting tooth and nail with World Cup podcasts when both events were happening. So low-brow can get an outing.
But it does feel, especially in the US, that there’s a certain type of audience that is being super-served, and a mainstream that isn’t.
The question in my mind is whether there could ever be any one “show” that would achieve what is being suggested?
In a recent HotPod, Nicholas Quah wrote a bit of a follow-up to Webster’s piece. He notes that there are at least three potential counter-arguments against the “show” notion: that it’s antithetical to the open publishing medium; that Netflix is a bad example because it controls it own platform centrally, while podcasting can’t; and that there already are shows like Serial, Pod Save America and so on that fill that gap.
Quah isn’t totally sold on any of these counter-arguments, and neither am I. However, I would note that it’s incredibly hard to make a single programme that will cut-through on such a scale that everyone flocks to it. US TV networks spend hundreds of millions of dollars trying, and mostly failing every year. Reality shows like America’s Got Talent, or sitcoms like The Big Bang Theory are the exception rather than the rule.
And since we don’t have figures from Netflix, we don’t actually know how successful House of Cards or Orange is the New Black actually are. We know that at one time or another they’ve been the single biggest shows on the platform, but as Netflix has grown it has developed a very wide roster of programming. Yes there are the big budget awards contenders like The Crown and House of Cards, but there are also reality shows like Queer Eye, and very mainstream comedies.
Recent research from UK regulator Ofcom found that the single most popular show in the UK on any of the streaming services is Friends which is available on Netflix in the UK (and is on the Comedy Central UK TV channel). It had twice the number of streams of the next biggest programme The Grand Tour from Amazon.
I realise that Friends has many more episodes than many of these other programmes, and the chart is sorted by the total number of streams. But it’s notable that a lot of sitcoms and more popular genre programming take up a number of places in the chart. Oh, and kids programmes sneak in at the bottom of the top 20 too.
I would love to know how many listeners to the Love Island podcast discovered podcasts for the first time with this show. I suspect that a number of them did, since the TV show was such a big summer hit for ITV2. But there are plenty more fans of the show who did not download the podcast, and still haven’t discovered the medium.
Webster also highlights music as a problem. Podcasts really can’t do music. Yes, you get a few podcasts that include bits of music here and there. But they’re probably not licenced to include that music, even if the artist has actually given them permission. Certainly a podcast that promotes new music is unlikely to feel the long arm of the music industry law because everyone realises it’s better for all concerned to let it slide. But that doesn’t mean that it’s strictly legal.
Webster talks about use of the word “Subscribe” which I know a lot of people find off-putting. Subscribe does normally entail payment of money. But he mentions YouTube who I think have possibly put that idea to bed a little. Many people happily “Subscribe” to YouTube channels and have come to realise that it doesn’t come with any commitment, financial or otherwise. So I think that’s probably the direction things need to go. I believe that for that reason alone, podcasts can continue to use the “subscribe” terminology.
I absolutely do agree that “Subscribe to us on iTunes, Stitcher, Google Play, or anywhere else you get your podcasts” is awful, and there need to better ways to do it.
For a lot of podcasts it’s actually more like “Subscribe to us on iTunes, or anywhere else you get your podcasts.” That’s even worse because you’re basically disenfranchising anyone without an iPhone, and spoiler alert, that’s most of the world.
So yes, yes, yes, build a website! There are enough website building platforms out there – often advertising on podcasts – that can help you out and get something simple up and running. If you can navigate making a piece of audio, finding a host, learning about RSS feeds, and making your podcast available in places like the iTunes store, then a basic website is well within your grasp!
I do agree that if you make the right show, people will come looking for it. However you can definitely make that journey easier – producing basic guides to how to get a podcast on your phone, or walking your audience through the steps. Having a web home for your podcast helps – those browser streams do count, and they provide you with search engine juice. Discovery is made a bit easier too. I admit that it’s a particular bugbear of mine when someone’s new podcast is promoted solely with an iTunes link.
Podcasting needs a more diverse range of populist, mainstream shows to become a bigger medium – sport and comedy go some way towards this, but there is more to be done. I don’t believe it’s a single show, because that’s a nirvana that is closer to a moonshot than a commissioning strategy for a nascent medium. And of course the journey to getting people to a podcast needs to be made easier.
So now we know. Eddie Mair will be taking over drivetime from Iain Dale on LBC, broadcasting 4-6pm Monday to Friday. He settles into his new desk next Monday, while previous incumbent, Iain Dale, shuffles into the evening 7-10pm slot.
Interestingly, this also means that Mair has the “pleasure” of handing over to Nigel Farage at 6pm which is where Farage’s show lands in the new schedule. I feel certain that there won’t be any droll back-handedness to any of those links. (LBC’s late night presenter Nick Abbot was perhaps the master of these. Years ago, at Virgin Radio, when he had the afternoon slot, his handovers were something to behold.)
I think like many others, I had been perhaps anticipating that Mair might move into breakfast, since Nick Ferrari has been doing breakfast shows for an awfully long time now. But Ferrari’s obviously not ready to stop yet, although this safely lines up Mair for such a time as Ferrari is ready to stop. Drive presenters are regularly first in line for the breakfast throne.
A lot will be made of the fact that Mair is up against his old programme, however it doesn’t necessarily follow that thousands of Radio 4 listeners will follow him over the parapets.
The chart above shows the overall station overlap between Radio 4 and LBC. It shows that around half a million people listen to both stations in any given week. But, perhaps more relevantly, it means that while 24% of LBC’s audience listen to Radio 4, only 5% of Radio 4’s audience listen to LBC, at least in the course of a week.
There will be a myriad of reasons for that disparity, not least that the stations offer very different things. But in part this can also be explained by the loyalty of listeners to both stations.
That loyalty can be measured in a couple of ways. First of all, there are average hours per listener. According to the latest RAJAR and based on 6 month weighting:
Radio 4 listeners spend an average of 11.2 hours per week with the station
LBC listeners spend an average of 9.6 hours per week with the station
Both of these are high figures. In other words, listeners to those stations love them and spend many hours with them. Every hour they spend with their preferred station, is an hour they’re not spending with another station.
And then there are station repertoires – the number of different stations a listener hears over the course of a week. The lower the number, the more loyal the listener.
Radio 4 – 3.4
LBC – 4.1
Radio 4 listeners are slightly more loyal than LBC listeners.
If your station has a high listeners per hour figure and a low repertoire figure, you’re in heaven. Your listeners are going nowhere else, and they’re listening to hours of your station a week!
Finally, to examine the overlap between the stations, you can also do something called a Switching Analysis. RAJAR measures when listeners switch from one station to another, or indeed where they turn on and turn off their radios.
Looking at the data, there’s nothing very conclusive about Radio 4 and LBC listeners. The biggest gain by Radio 4 from LBC comes at 1pm Monday-Friday, when 4,000 LBC listeners switch over to The World at One, and 3,000 come over from LBC for The Archers instead of staying for, er, Nigel Farage.
On the other hand LBC gains 8,000 listeners from Radio 4 at 9.00am when Start the Week, In Our Time etc begin, tuning for the final hour of Nick Ferrari. A further 4,000 head off to James O’Brien instead of staying on for Woman’s Hour.
But these are all trifling numbers in the scheme of things, when you consider the overall respective stations’ sizes.
And Eddie Mair’s new programme on LBC, and PM on Radio 4 are likely to be very different beasts. The LBC show is twice the duration, although it will have to accommodate 10-12 minutes an hour of advertising. LBC doesn’t anything like the resource the BBC’s news operation has, so it’s unlikely that we’ll be hearing very carefully constructed packages from teams of producers and reporters. On the other hand, Mair will have more time for his interviews, and to engage with listeners.
None of this is to say that there aren’t some enormous fans of Mair, so his personality alone is likely to see some giving him at least a trial. LBC would love to gain a few more Radio 4 listeners, even if only for a couple of hours a day. It will be interesting to see how much marketing Global gives LBC to promote their new signing.
And while that awkward 6pm junction when he’ll have to hand over to Nigel Farage is not perhaps a natural one for Mair, the rest of LBC’s daytime output of James O’Brien in the mornings and Shelagh Fogarty in the afternoons, probably makes Mair a natural fit for the early evenings.
In any event, Mair’s show comes at the start of RAJAR Q4, so don’t expect any reports on the relative audience changes until the end of January next year.
Note #1: I do hope Global does something interesting with Mair and a podcast. Although they publish a number, I’m not sure that they’ve fully adapted to podcasting, still earning a few quid selling complete shows behind a paywall. It’s notable that Mair is going to continue to present the BBC’s Grenfell Inquiry podcast until the end of November.
Note #2: Global’s press site is incredibly hard to navigate. It looks like some junior web designer was allowed to run away with themselves building without any thought as to visitors. It’s user unfriendly. I’m pretty sure it’s not accessible. And criminally, it’s not responsive. Seriously – try looking at it on your phone!
Bauer today announced it was buying Jazz FM, which is good news for the continued existence of a musically important station. I imagine that they’ll be squeezing into Golden Square away from their current Margaret Street studios which will save some money. But I suspect that the key thing in this deal is that Bauer’s national sales team will be able to monetise the brand pretty well.
I’m not completely certain who they’re represented by currently, but in the past First Radio Sales has done the job for them. The problem is that as both Global and Bauer have grown, they’ve squeezed out other operators. While Global might have around 45% of the UK commercial market place, they probably demand more. Assume that Bauer does the same, and those not represented by the Global and Bauer sales teams get squeezed.
Jazz is now inside the Bauer tent, and it gets to profit.
As far as the station itself goes, I trust they won’t mess around too much with the current formula. They have 672,000 reach and around 3m listening hours at the moment which are decent. But there might be some envy about how well Smooth is doing. Although it benefits from some good FM transmitters, it brings in 5.6m reach.
Bauer’s press release sounds like it’s going to be respectful of the format, and that’s a good thing.
The other interesting thing about Jazz FM is that just over 40% of its listening is via the internet. Bauer notes in its press release that they’ll be using their InStream technology to monetise this, and that should work will with a service with such a strong internet presence.
Overall an interesting move by Bauer, going to show that it’s not just Global out acquiring stations right now.