Chrysalis radio has announced plans to launch a new independent division to develop audiences and revenue through listener understanding.
The company’s new Insight department will work across Chrysalis Radio’s entire brand portfolio including Heart, LBC, Galaxy and its digital station Arrow, taking responsibility for listener engagement, database management, research, agency and client development and trade marketing.
The new team will be headed by John Fryers, former research and business development director, reporting directly to Don Thomson, commercial and operations director.
The launch of the Insight department coincides with the creation of the Engagement Team, which will be lead by Abigail Taylor. The Engagement team will explore new communications channels with listeners beyond radio broadcast and traditional marketing and take overall responsibility for engagement between the Chrysalis stations and their listeners.
As well as developing Chrysalis Radio’s listener database, the team will develop a series of initiatives designed to enhance the on and off air relationship between stations brands and their audiences.
Commenting on the new initiative, Thomson said: “This reorganisation and increased investment will enable us to build up a greater understanding of our listeners changing needs and listening habits. This increased understanding will enable us and our advertisers to communicate more effectively with them.”
Earlier this summer, Chrysalis revealed a dramatic drop in its profits for the first half of the financial year, attributing the decline to falling audiences and a difficult period of trading in its books division (see Chrysalis Reveals Drop In First Half Profits).
The group showed turnover to have dropped to £78.4 million for the six months ended 28 February 2005, compared to the same period in 2004 which enjoyed turnover of £82.4 million.
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