Media choice: Heat Radio
The editorial premise of Heat Radio is celebrity and entertainment, but what makes it most interesting is how it is shaped by the digital world in terms of its format and business model.
Driven by online, the audience volumes for many digital-only radio
stations tend to rise in the afternoon, so Heat Radio's flagship show is
being broadcast after lunch.
From an advertiser perspective, digital radio provides a great chance to
ADVERTISEMENT
terms of how it can be used commercially; instead of taking spot ads,
Heat Radio has established branded content relationships with five key
commercial partners.
Diet Coke partners afternoon show Diet Coke Break on Heat Radio and the
tie has already been extended into Heat magazine.
With a new batch of digital radio stations on the horizon next year it
is important to see media owners, advertisers and their agencies
reinventing the way the radio medium as a whole is used. I look forward
to seeing more such innovation.
Media owner: Emap.
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments