Key 103 - The Sound of Money

Ian Mitchell, Marcus Leigh, Caroline Hart and Thomas Hill

This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sustained pressure from competitors.

Key 103 – The Sound of Money

Principal Authors: Ian Mitchell, Marcus Leigh - BJL Contributing Authors: Caroline Hart, Thomas Hill - BJL

INTRODUCTION

This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sustained pressure from competitors and changing media consumption patterns since the turn of the millennium.

The success of this initiative lay in its ability to link the familiar 'phone-in' promotional mechanic to the brand's core music offering in a way that gave...

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