Bauer Media UK has announced that Magic and Kiss are to go national. It’s all part of Bauer’s national radio growth strategy and the changes are planned to take place from January 2015.
Magic FM, currently broadcasting in London on 105.4 FM will be available across the UK on DAB with its “Good-mood music” proposition.
In addition, DAB listeners across several UK cities including London and Birmingham will be able to access “the best mix of old skool and anthems” on Kisstory – a brand extension of Kiss.
Another of the Kiss extensions, “Kiss Fresh”, will also be available for the first time on DAB in London and there is also planned growth for Absolute Radio with a marketing initiative focussing on the brand’s “Stand-up at Breakfast” campaign.
Bauer Media are also planning to develop their local radio markets with the ‘Place’ portfolio enhanced by two new brand extensions in each city. The new services – derivatives of the main brand – will be launched to serve the needs a wider spectrum of listeners in each area. In Liverpool, Place 1 will be extended with Place 2 – aimed at 45-64’s and Place 3, appealing to a younger 15-25 age profile.
These changes are all about building on Bauer’s existing offering and delivering more diverse and valuable audiences for radio advertisers.