Kiss 105: An Expert’s View - Elisabeth Long welcomes the extension of Kiss 105 to Yorkshire and beyond

Kiss 105 is a dream come true for members of Yorkshire’s growing dance culture, and a gift to the suits attempting to influence this finicky group.

Kiss 105 is a dream come true for members of Yorkshire’s growing

dance culture, and a gift to the suits attempting to influence this

finicky group.



The successful youth-targeted Kiss brand expanded to Yorkshire and the

East coast last week, launching on Valentine’s Day.



It was inevitable, really. Leading Yorkshire cities such as Leeds and

Sheffield are becoming true 24-hour operators, providing for the youth

culture in every way and making efforts to rid the area of its Hovis-ad,

flat-cap image. Think of the words Harvey and Nichols and you’ll see

what I mean.



As a station, Kiss promotes itself as having the same passions for the

important things in life as its listeners - loud music, superclubs,

big-name DJs and an appreciation of good times.



The Kiss format simply screams encouragement to Yorkshire’s 250,000

potential consumers, gaining credibility by communicating on their level

and in their lingo.



If the advertised products can do something similar, then Kiss is the

perfect vehicle for those taking advantage of youth culture - ProPlus,

Rizla and the energy drinks have got it made.



The competition for Kiss in Yorkshire is not exactly overwhelming. You

could be forgiven for thinking that the independent local radio stations

in the area believe dance music is just for weekend listening. Ask

status-seeking 15- to 24-year-olds what they’re listening to and now

that they’ve got Kiss 105, the new 96.3 Aire FM’s Friday night dance

show will surely be out of the running.



The strength of Kiss lies in its 24-hour accessibility, youth-friendly

attitude and understanding of the music and lifestyle loved by countless

impressionable young spenders. It is important to them that they are

seen as a section of society with the ability to consume advertising

that has been made and broadcast for their benefit.



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