Emap Takes A Closer Look At Audience Relationships

Speaking at the Edinburgh Radio Festival, Dee Ford, managing director of media giant, Emap Performance, emphasised the importance of building relationships with radio listeners.

Unveiling research conducted by Emap, the radio boss explained that audiences wanted personalities and locality from their radio stations, both of which involves more in-depth identification with audiences and a “constant building of trust.”

Explaining the importance of locality, Ford said: “it’s a great card to play if you have it, a way to do it is by giving local teams strong backing. Localness has got to be real and meaningful. Listeners can spot a fake.”

Commenting on the increased uptake of digital radio, Ford claimed that advertisers were slowly starting to understand the value of digital advertising.

“The arrival of digital radio has made the commercial sector truly financial for the first time,” she said. “Competition is good, for listeners and customers alike.”

Emap recently announced its bid for a second regional FM licence for its Kerrang! music brand, targeting the Solent area with a bid fronted by rock-aficionado, and round the world yachtsman, Sir Chay Blyth (see Emap To Target Solent Audience With Kerrang Bid).

If successful, the bid will build on Emap’s successful acquisition of the FM licence in the West Midlands, currently broadcasting Kerrang 105.2FM and building on the brand’s digital radio and magazine offerings (see Emap Backs Kerrang Radio With Launch Campaign).

Emap: 01733 568 900 www.emap.co.uk Radio Academy: 020 7255 2010 www.radioacademy.org