Absolute Radio sold to Bauer

29 Jul

It’s been a fast start to the radio week, with the news that Absolute Radio has been sold to Bauer Radio.

Bauer will add the Absolute Radio footprint to it’s already impressive collection of brands, including Magic, Kiss and their dominant collection of metropolitan stations in the North and Scotland.

What Absolute Radio adds is a big national piece to Bauer’s jigsaw (Absolute Radio broadcasts on FM in London but on AM nationally) but the real gleaming prize for Bauer must surely be Absolute Radio’s industry leading Digital perspectives and On Demand / In Stream technologies.

Absolute Radio has long been a brilliantly conceived operation but has possibly deserved even greater scale to apply itself to. That scale is now there in the form of Bauer.

– Nationally, this ramps up the competition for Talksport and Classic FM who have been dominant in recent times.

– Strategically, this thrusts radio’s most thought-through online monetisation model, into the loving arms of the highly capable Bauer Media

If you’d like to chat about the changes at Absolute Radio and what this could mean for you and your radio advertising get in touch.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

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