Capital relaunches 95.8 into a narrower market

Capital Radio Group is repositioning its London station 95.8 Capital FM to target 25- to 34-year-olds with its programming and marketing activities. The strategy is being developed by the station’s new managing director Keith Pringle, who took over the role in July (MW July 31).

The move is part of a strategy to introduce more consistent programming, targeting a focused group rather than a broad audience.

The new schedule, which launches on Monday (September 29), will include a more intensive mix of music during the day, such as half an hour of non-stop music every hour during the work day.

The evening line-up will be refocused towards the core age group to include acoustic sets and coverage of London’s big gigs and premieres.

The changes also involve Emma Forbes, who defected from Heart 106.2 in April, taking over the weekend breakfast show with fellow ex-children’s TV presenter Andi Peters.

Marketing director Carl Lyons says Capital believes that by focusing on 25- to 34 year-olds, it will still be able to deliver a strong 15- to 44-year-old market for its advertisers.

The repositioning follows poor performances in the recent Rajar figures. Its share of listeners dropped from 10.3 per cent for the quarter ending June 2002 to 8.9 per cent, for the same period this year.

The radio station is also launching the second phase of its London Sound promotion, an on-air competition where listeners have to identify certain sounds to win cash. It will be supported by a television and London Underground campaign, created by Delaney Lund Knox Warren.

Lyons says that he is keen to start using a variety of media. Recently, the station has advertised on coffee cups and sandwich bags.

Latest from Marketing Week

Get ready for Cannes 2018: Hot topics and what to see

Cannes Lions

With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.


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

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