The document discusses strategies for radio stations to engage audiences and adapt to changing media landscapes. It recommends that radio stations decide what business they are in, go where audiences are by harnessing their passion for content, get audiences to work for them by inviting feedback and creating online sampling, measure results and keep evolving to give audiences reasons to care. Radio must check progress frequently and remember that changing perceptions takes time. People listen to things that interest them, and sometimes that is on the radio.

1. You can’t close your ears…
Clive Dickens
COO Absolute Radio
FICCI Frames 2009

2. Decide what business you want to be in
Source: AA/ Spend in Euro

3. Virgin Radio UK – Summer 2008
• 15 years old
• 36 year old brand
• Largest under 45
commercial radio
station in UK

5. Blogging about change
Key learn : Ensure
an open dialogue
with all, as strong
radio brands are
very personal

6. Get them to work for you….
SPOT THE
VIRGIN

7. Content meetings – Invite them in

8. Playlist – Open about rotations

9. Digital is the future – online & DAB

10. Create trial & content sampling
The result
Improved click-through rate by
•
235% with a player launch rate from
click of 74%
During campaign, player launched
•
over 27,000 times
Works for outdoor two
•

11. Go where your audience are..

12. Harness the passion for content

13. Create an online future
Unique users of UK Radio sites
Unique users (000)
Absolute Radio Brand
500
Capital Radio Brand
Classic FM Brand
450
Galaxy Radio Brand
Heart FM Brand
400
Magic 105.4 Brand
Planet Rock Brand
350
talkSPORT Radio Brand
Whatson Channel
300 XFM Online Brand
250
200
150
100
50
0
Dec 07 Jan 08 Feb 08 Mar 08 Apr 08 May 08 Jun 08 Jul 08 Aug 08 Sep 08 Oct 08 Nov 08 Dec 08
Source: Neilsen Net Ratings

14. Get everyone talking about you
Brand Circulation
Absolute Radio 48,249,070
Virgin Radio 373,642,163
BBC 688,833,405
Capital Radio 4,412,263
Classic FM 12,334,179
GMG Radio 2,406,392
Heart 106.2 3,309,607
Radio 1 8,488,695
Talksport 39,038,222
Absolute Radio Virgin Radio BBC Capital Radio
UTV Radip 3,484,380
Classic FM GMG Radio Heart 106.2 Radio 1
XFM 12,503,136
Talksport UTV Radip XFM
Competitor Share of Voice by Circulation

15. Give them reasons to care

16. Measure the results & keep evolving
Is full of Energy..
A station I’d recommend…
Top % agree (8,9,10) Top % agree (8,9,10)
22.6% 29.0%
16.7%
19.5%
12.8% 15.3%
15.1%
8.5%
Pre Post Pre non- Post non-
Pre Post Pre non- Post non-
London London London London
London London London London
Base: All
respondents
Source :Other Lines

17. Check your progress frequently
Edison page 16 short version
•

18. Measure, don’t just research

19. Remember it takes time

20. People don’t listen to the Radio!
They listen to things that interest &
engage them & sometimes that is
on the Radio…

21. Thank you
clive.dickens@absoluteradio.co.uk