Observer And Jazz FM Create Masthead Show

The development of masthead radio programmes has taken a further step with a link between the Observer and Jazz FM to produce a new Sunday morning breakfast programme. The Observer – The Sunday Original will draw on material featured in that day’s paper and is to feature the Observer‘s journalists and contributors in discussion with the show’s host, Dan Damon.

The project makes the Observer the first national newspaper to launch a masthead radio programme. Jazz FM commercial director, David Salem, says that the programme will incorporate ‘soundbites and feature elements’ from the paper into the programme. Material will particularly be drawn from the paper’s new sections, Screen, Cash and Escape (see Observer Unveils 3 New Sections).

The programmes, which broadcast from 6:00am until 10:00am each Sunday, will be on trial for a six month period in both Jazz FM’s London and north-west stations; it kicks off next weekend, on 17 January. If the trial goes well the programmes are likely to be extended.

Salem says that research conducted at Jazz FM has shown that the demographic of its listeners and the Observer‘s readers are almost identical. This, he says, makes for a very effective link between the two brands. He expects the programmes to “tease” readers of the Observer into listening to Jazz FM and vice-versa. The Sunday Original will be promoted through ads on the station as well as in the paper itself.

Combined, the two Jazz FM stations have weekly reach of around 840,000 listeners and a share of listening of 5% according to Q2 RAJAR figures. The Observer‘s readership was 1.13 million according to the latest figures from NRS.

Earlier in the week Talk Radio announced that it too is launching a masthead programme in conjunction with OK! Magazine, called OK To Talk (see Newsline Brief

Guardian Media Group: 0171 239 9696 Jazz FM: 0171 706 4100