Gold Changes to Smooth

21 Mar

Back in February we told you about the exciting plans that Global had announced for radical changes to their Smooth Radio brand. This included an increased focus on bigger named celebrities and an even more branded and slicker approach.

The news this week is that changes are rolling out from this Monday 24th March on many of Smooth’s FM stations.But even bigger news is that all but 3 of Global’s Gold stations will be re-branded as Smooth.

Overall, there will now be 18 Smooth stations across the UK. This includes their 6 existing FM stations and the 12 re-branded Gold AM stations.

The Smooth brand has been designed to niche target a new type of slightly older listener with refined tastes and a high disposable income.

Judicious radio planning for the right client means Smooth offers even more opportunities for advertisers across the new expanded services and can be a great choice on the radio schedule.

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

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