Absolute Radio appoints first digital marketing head

Ex-Bauer community marketer to take charge of Absolute’s social media strategy. By Luan Goldie

Absolute Radio has appointed its first digital marketing manager as it looks to become the industry leader in digital listening.

Former Bauer community marketing manager Dan Thornton will step into the newly created role later this month, reporting to the station’s brand director Chris Lawson.

The appointment is part of the station’s plan to help it top the success of its previous incarnation, Virgin Radio, and become a leading force in digital radio.

“Our focus is going where the audience is and giving them the tools to listen wherever they are online,” says Lawson. “We’re already performing above the industry average for digital listening and want to continue to boost this.”

Thornton will take responsibility for driving the station’s social media strategy, which currently takes in 51 touch points including activity on Twitter and YouTube. An Absolute Radio iPhone application launched last month has already had 100,000 downloads.

Thornton spent more than eight years with Bauer in a series of editorial and marketing roles including time on Motorcycle News as web producer, before taking responsibility for community at the start of last year.

Absolute Radio is expecting to see audience gains revealed in this week’s Rajar results after a poor first quarter. January Rajar results for the station saw a drop of 23.6% year on year in its national reach.

Absolute Radio was rebranded from Virgin Radio last September and the January Rajar results were the first recorded under the new name and ownership. The station’s chief operating officer, Clive Dickens, recently said he expected it to surpass its predecessor’s position by the end of this year.

Recommended

News International hints at online charging model

Marketing Week

Times Online and The Sun.co.uk are set to start charging for content after News Corporation chairman Rupert Murdoch indicated such a model could be in place within a year. Yesterday News Corp, parent company of UK newspaper group News International, recorded a decline in revenues to $7.37bn (£4.89bn) for the first three months of the […]

DoH to launch Start4Life sub-brand

Marketing Week

The Government will launch a sub-brand of its Change4Life anti-obesity campaign to promote the importance of diet during breastfeeding and weaning, Marketing Week has learned. Department of Health communications director-general Sian Jarvis says the sub-brand will probably be called “Start4Life” to complement its mother and baby intervention programme Sure Start. A commercial partner “may” be […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

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

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now