‘A great day for commercial radio’

Steve Parkinson, MD of Bauer Radio London, gives his view on the latest RAJAR results…

“It is a good day for radio and a great day for commercial radio.

The investment companies like Bauer and Global have put into the industry – in to products, brands and marketing – is coming through, which is good to see. There is no point in stealing off each other, we need to work together to build the commercial cake so we can really rival the BBC.

talkSPORT and Absolute have done particularly well, as has Magic.

With Magic, our attention to detail in terms of music and our on/off air promotion as paid off. We’re giving the BBC a taste of their own medicine, with our biggest cross-promotion effort yet.

At Bauer, our strategy has been to focus on talent, products and marketing. And we’re paying particular attention to the digital arena. Web and mobile listening is really important to us, especially with brands such as Kiss.

2010 was about insight for us and 2011 has been about rolling out our strategy. In future, our eyes will be on the BBC; building digital engagement and promoting new opportunities, such as apps; and working closely with RAJAR on the possibility of adding listen again figures (RAJAR are currently testing online diaries).

Digital is a going to be a long journey but it is an ambition. Our focus right now is on average hours and engagement – developing brands and products that consumers and advertisers want.”