Bauer Could Launch Male Focused Radio Station

Bauer Radio is planning to launch a male-oriented digital radio station based around its men’s magazine brands.

Reports have suggested that the company has identified a gap in the commercial radio market for male listening and is in the very early stages of exploring that opportunity.

A source told Brand Republic that the station would probably source content from a number of its male-slanted magazine brands such as FHM and Empire.

However, the source added that Bauer’s current focus remains on the relaunch of Q Radio this month and the debut of radio on Freeview.

Dee Ford, Bauer Radio Group managing director, said: “Bauer deliberately bought both the [Emap] radio and consumer magazine portfolios as it definitely intends to continue the brand extensions between those groups.”

She added: “We are looking all the time to see what would work next and where the holes are. It’s a rolling project that looks across the whole portfolio.”

Jonathan Barrowman, head of radio at Initiative, said the launch of a male-skewed station would balance Bauer’s portfolio.

“It’s encouraging that new formats are being developed as that’s what was meant to come out of more consolidation as opposed to cost-cutting measures,” he said.

Agency figures were in agreement that there was a gap in the market for this sort of radio station, and agencies would welcome such a move.

Last week the company said that it would relaunch a Q magazine branded radio station this year, as part of a huge investment in its brands.

Q Radio, which is currently available via Freeview, will be rolled out nationally across satellite, cable and online from 2 June (see Bauer Confirms Relaunch Of Q Radio).

Bauer: www.bauer.co.uk