Tag Archives: Bauer

Bauer Media buys Orion Media

9 May

It’s been announced that Bauer Media has bought the radio group Orion Media. Orion was created in 2009 from the enforced sale of several radio stations in the Midlands that were owned by Global Radio (and prior to that, by GCap Media). This deal will see Bauer take control of stations including Gem 106 and Free Radio. As Bauer already handle the national sales contract for the Orion stations, it’s unlikely that there will be any immediate changes to advertising opportunities. However, the purchase might be subject to investigation by competition regulators.

The stations involved in the deal are as follows:

Free Radio Birmingham (formerly BRMB) broadcasting across Birmingham

Free Radio Coventry & Warwickshire (formerly Mercia)

Free Radio Herefordshire & Worcestershire (formerly Wyvern)

Free Radio Shropshire & Black Country (formerly Beacon)

Gem 106 [East Midlands] (formerly Heart 106)

Free Radio 80’s [West Midlands] (formerly Gold)

Bauer have yet to announce their plan for the Orion Media stations. It maybe that the Free FM stations and Gem 106 will be added to Bauer’s City 1 Network and Free Radio 80’s to the City 2 Network.

We’ll keep you up to date with any further announcements on this from Bauer, as they happen. Radio Experts can help brands navigate this complex array of opportunities and pin-point the perfect solutions Call us on 0203 588 3000 or visit our site to read more about our radio advertising


Magic and Kiss to go national

29 Sep

Bauer Media UK has announced that Magic and Kiss are to go national. It’s all part of Bauer’s national radio growth strategy and the changes are planned to take place from January 2015.
Magic FM, currently broadcasting in London on 105.4 FM will be available across the UK on DAB with its “Good-mood music” proposition.

In addition, DAB listeners across several UK cities including London and Birmingham will be able to access “the best mix of old skool and anthems” on Kisstory – a brand extension of Kiss.
Another of the Kiss extensions, “Kiss Fresh”, will also be available for the first time on DAB in London and there is also planned growth for Absolute Radio with a marketing initiative focussing on the brand’s “Stand-up at Breakfast” campaign.

Bauer Media are also planning to develop their local radio markets with the ‘Place’ portfolio enhanced by two new brand extensions in each city. The new services – derivatives of the main brand – will be launched to serve the needs a wider spectrum of listeners in each area. In Liverpool, Place 1 will be extended with Place 2 – aimed at 45-64’s and Place 3, appealing to a younger 15-25 age profile.

These changes are all about building on Bauer’s existing offering and delivering more diverse and valuable audiences for radio advertisers.

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