A grey day at the TalkSport offices

If Kelvin MacKenzie were eating a pie, what would it look like?

A Ginsters meat-and-potato pie from a motorway service station? A home-made apple pie baked by his favourite auntie? Or, would the pie be looking somewhat humble? The Diary rather suspects the latter.

It cannot have escaped the attention of Diary readers that Mr MacKenzie has a new hobby – winding up rivals Classic FM and Virgin, not to mention Marketing Week reader Reg Starkey, with a series of provocative press ads for TalkSport, boasting about not only the station’s 6.3 million listeners, but also the fact that 74 per cent of Classic FM’s listeners are aged over 55.

There is, however, a slight flaw in MacKenzie’s plan. According to his own research, through GfK, it would appear that the TalkSport listenership has a much higher average age than had been believed, with the more than half of its listeners aged over 45. Fancy a few extra dollops of cream with your pie Kelvin?