EMAP plots masthead radio

Magazines like FHM and Smash Hits could be turned into radio programmes for the first time following talks between EMAP On Air, Talk Radio and various EMAP magazine publishers.

EMAP On Air is talking to EMAP’s publishing arms Metro and Elan about how it can put titles like FHM, Smash Hits, Q, and possibly the new women’s magazine Red on radio and so bring masthead radio to the UK.

In March, the Independent Television Commission revised its code to allow masthead TV on cable and satellite. But it is still banned on terrestrial TV. Radio’s governing body, the Radio Authority, says this form of programming does not contravene its code.

Tom Toumazis, managing director of EMAP On Air, says: “This will be a good way of providing quality programming, which this medium needs.”

Paul Robinson, managing director of GWR-owned national commercial radio station Talk Radio, says: “We believe in masthead radio. A speech-based station is a good home for this kind of initiative.”

Talk Radio will not comment on who it is in talks with but has already struck low-key deals with She, Bella, and Good Housekeeping.

Both companies plan to have their shows on air early next year. EMAP On Air comprises 18 city music stations including Piccadilly 1152 and Kiss 100. The combined weekly reach of all 18 stations is 5.5 million. Talk Radio’s weekly reach is 2.1 million.

Media Analysis, page 16

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here