Media

Bauer reshuffles stations, keeps local FMs

By | Published on Friday 15 April 2011

Bauer Media

Bauer Media have reshuffled their radio station portfolio into two new groups, Bauer Place which will include all the local stations (which were previously referred to as the Big City Network) and Bauer Passion which includes those stations which have more or less national reach on digital, so things like Kiss, Kerrang!, Q and The Hits.

The reshuffle is of most interest to advertisers really, who buy ad packages across Bauer’s radio stations, though it is possibly of wider interest in that the creation of the Bauer Place network shows the media firm is planning on keeping its big local radio brands alive, rather than going the Global Radio route and rebranding all local stations as either Capital FM or Heart, creating quasi-nation stations in the process.

Bauer Radio Group MD Dee Ford told CMU: “Bauer’s stations are more influential than our competitors because for us, radio is personal. We work relentlessly on the product and personality of each individual station to ensure it is reflective of either the passions of our listeners or the places where they live. The creation and launch of the Bauer Place and Bauer Passion portfolios will give our advertisers and partners measurable commercial advantage by allowing them to customise campaigns to reach and engage directly with their audiences through a mix of interests and geographic locations”.



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