Emap is dropping traditional spot advertising from Heat Radio in favour of bespoke sponsorships, promotions and advertising-funded programmes. The move aims to reposition the digital-only station as a lifestyle radio brand.
The station will offer an “exclusive club” of five clients a variety of opportunities on the station in a bid to shift its advertising away from “selling and telling” to building relationships with clients.
Heat will remain a music-led station but will increase the editorial content with live breaking celebrity news, a “spotted” section, user generated content and “celebrity take over” shows. It will also share content with its heatworld.com website.
The magazine’s journalists will also be able to get more involved with the station through a new station that will be build at the magazine’s head office.
Magic 105.4 managing director Andria Vidler is leading the relaunch alongside Heat editor Mark Frith.
Karen Stacey, Emap Advertising director of interactive and radio sales, says: “Historically we have not differentiated between our magazine branded radio stations and have sold them collectively as ‘digital radio’ along side our heritage stations. This has meant selling by platform rather than creating demand around a brand with multiple touchpoints.”