Bauer looks to boost radio engagement

Bauer Media is looking to ramp up its consumer insight operation in a bid to boost its radio portfolio.

Magic radio

The media group, which owns the Magic and Kiss brands and the Big City Network of local stations, is looking to create a new strategic insight team that will be tasked with driving engagement with listeners and advertisers as well as research duties.

The move follows an internal review last year that saw the creation of a radio insight board to ensure consumer and trade insight is prioritised across the business.

Bauer owns 43 radio brands nationwide including London stations Magic 105.4 and Kiss 100 and regional stations such as Key 103 in Manchester and Hallam FM in Sheffield.

Magic has been London’s most listened to station for 11 consecutive quarters but recently dropped to second behind 95.8 Capital in terms of share. Kiss posted a 12.4% drop in audience reach in the third quarter of last year despite registering a 2.1% increase year on year.

The media group is looking to appoint a strategic insight director to lead a team that will include a head of brand insight, head of commercial insight and a trade marketing manager. The team, which will report to marketing, will be based in London and Manchester.

Separately, Bauer has confirmed that it is not planning to replace former chief marketing officer Andria Vidler. Vidler left Bauer in summer 2009 to become president of EMI Music UK and Ireland.

A spokesman for the group says her responsibilities have been distributed throughout the “very experienced” marketing department.

Bauer has hired Tina Finch as marketing and communications director for radio stations Magic 105.4 and Kiss and Catherine Gort to head marketing and communications for the big city network since Vidler’s departure was announced.

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