Bauer Media has appointed a new insight team, headed by former News International strategy chief Robbie McIntosh, to increase research into listeners of its radio stations and promote involvement.
The strategic insight team will work across the Bauer Radio network, including Magic, Kiss and the Big City local station network.
The initiative follows an internal review at Bauer last year that saw the creation of a radio insight board to ensure consumer and trade insight is prioritised across the business.
Bauer is hoping that Magic 105.4 can regain the top spot among London’s commercial stations when first quarter Rajar data is released next month. Global Radio’s Heart 106.2 ended Magic’s three-year run as London’s biggest commercial station in terms of audience in the last quarter of 2009.
McIntosh was most recently strategic insight director at media agency John Ayling & Associates.
He will report to Steve Parkinson, managing director of Bauer’s London stations. His four-strong team includes Lizzy Moroney and Mark Crawford as joint heads of brand and commercial insight and Karen Nicholson as trade marketing manager.