Well we're officially in the doldrums - 0% growth & radio won’t escape unscathed

Not that that's got anything to do with the 'Downturn' it just highlights the degeneration of local ILR that's been continuing unabated for several years

Large groups are diluting, no rather exterminating credible 'regional' stations that for years have enjoyed listener loyalty, their poor performance by & large the result of multiples buy-outs who have found to their cost the local economy can't or won't support them

Take any region with figures declining, their answer throw a few bob at re-branding, save costs by cutting live & locally produced shows & news, just leave breakfast & drive that will do the trick - stand by your beds it won't happen

A lack of a cohesive local thread has diluted their product, lost them listeners and as a result advertisers hand over fist

Brands like ‘Heart’ successful in London are being rolled out into the regions in the hope of arresting the decline. But listeners are cuter than you think, history shows; change the brand at the peril of loosing essential loyalty

'Signal' in the Midlands has to be congratulated when they screwed up with their 'BIG' brand but admitted they'd got it wrong, in 18 short months they reversed the decision & have steadily re-grown their audience since

Radio's had taken a 'Downturn' ahead of the money markets

 

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