Atlantic 252 has hired the youth communications consultancy, Ideas
Exchange, to revamp the station’s focus.
Mark Whelan, the director of Ideas Exchange, has been in talks with
Atlantic’s marketing controller, Alison Victory, about improving the
on-air identity of the station.
Whelan will advise on on-air promotions, features and programming
strands, rather than external marketing activity. He said: ’I’ve been
appointed to stir things up a bit. My company is about ideas, and that’s
exactly what Atlantic wants.’
Atlantic 252 is the UK’s oldest national commercial radio station, and
has a core target audience of 15- to 24-year-olds. Its audience showed
slight but steady growth in the last Rajar period with a weekly reach of
3.3 million, giving it a share of 2.1 per cent.
Victory said: ’We target 15-24s, which is a fickle and competitive
Whelan will be adding another dimension to our ideas, acting as a
sounding board. We are concentrating on small developments rather than
major programme changes, and his reputation in the youth sector will
help no end.’
Jonathan Gillespie, the head of radio at BMP DDB, commented: ’It’s
always worthwhile to invest in moving your brand on from merely a
Tim McCabe, the head of radio at BBJ Media Services, added: ’Shaking up
the station via on-air features rather than external marketing tools is
right for Atlantic, which relies on word-of-mouth to attract listeners.
The under-17s - which account for 30 per cent of its audience - tend to
tell their mates which stations they listen to.’