NEWS: LONDON MUSIC RADIO STATION 'HEART FM' BROADCASTS ADVERTS FOR CO-OWNED TALK STATION 'LBC' by GRANT GODDARD

www.grantgoddard.co.uk February 2007

Chrysalis Radio launched its first cross-promotion campaign on Monday, with adverts for news/talk station 'LBC' running on its London music station 'Heart 106.2'. The two-week on-air push is accompanied by complementary press and online promotion. LBC managing director David Lloyd explained: "The received wisdom and fear among programmers has been that you don't invite people to tune away from your radio station because they won't find their way back. There was truth in that in the days of wobbly wirelesses and tuning dials, but radios and the public are more sophisticated now, and it is far easier to navigate from one station to another, and then come back again. We accept that people will use other radio stations and we would like them to use ours as part of their repertory, particularly when they are complementary, with conversation on LBC and music on Heart. There is already a crossover between audiences of the two brands. We are confident that this campaign will build LBC awareness and provide another option for Heart listeners when they are in the mood for more conversation." Lloyd added that LBC was "now very much a conversation station. It is not a news talk station, and we wanted a younger, friendlier, approachable voice." The LBC radio stations’ Ofcom licences define the output on FM as “news, views and entertainment” and on AM as “rolling news and information.”

[First published in 'The Radio Magazine' as 'LBC Promotion Campaign On Heart', #777, 28 February 2007]

Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk

News: London Music Radio Station 'Heart FM' Broadcasts Adverts For Co-Owned Talk Station 'LBC' ©2007 Grant Goddard

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