Atlantic 252 To Pull A More Trendy Audience

It is understood that longwave radio station Atlantic 252 is to reposition itself to attract a younger, more hip audience.

Whilst the station’s core audience is currently 15-24 year olds, research conducted by Atlantic’s marketing controller, Alison Victory, has led to plans for an increase in a cool, underground culture feel.

The playlist will see a gradual shift from chart and hit records toward more unreleased new music. The changes are to be backed by a £2.5 million ad campaign in the Autumn.

An 80% stake in Atlantic is currently up for sale by holders CLT-ufa UK Radio (see CLT To Examine Bids For Its UK Radio Stations). It is believed that no offers have yet been received, and the station’s revamp may evoke more interest from potential buyers.

Talk Radio, which is also for sale by CLT-ufa, has been at the centre of a bidding battle which is currently led by Kelvin MacKenzie’s consortium (see MacKenzie Closes In On Talk).

Atlantic 252: 0171 636 1089