'News: Mother Hired To Push "Xfm" Audience Beyond One Million Per Week' by Grant Goddard
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News story about the hiring of advertising agency Mother to market the UK commercial radio station brand 'Xfm' with the objective of achieving more than one million listeners per week, written by Grant Goddard in January 2005 for The Radio Magazine.
![News: Mother Hired To Push 'Xfm' Audience Beyond One Million Per Week Page 1
©2005 Grant Goddard
Alternative rock station 'Xfm' has hired advertising agency Mother to help push
its national audience past the one million mark. This will be the first time that
Xfm has been promoted nationally and follows owner Capital Radio’s decision
last year to spend £1.5m marketing the Xfm and 'Choice' brands. Xfm head of
marketing Charlotte Soussan said: "Mother has a genuine empathy with Xfm's
target audience. It clearly 'gets' the station and shares its mindset, as well as
offering extensive expertise with radio brands."
Mother has previously worked for 'Kiss FM', 'Kerrang!', 'Magic' and 'Capital'
and its appointment replaces incumbent Quiet Storm, while ZenithOptimedia
will continue to devise the station’s communications and media strategy. Xfm
currently attracts 107,000 listeners per week outside of London, in addition to
572,000 for its London FM service. Of its digital competitors, 'BBC 6 Music'
attracts 228,000 listeners and GWR’s 'The Storm' has 80,000.
[First published in 'The Radio Magazine' as 'Mother To Help Xfm Reach 1m', #668, 29 January 2005]
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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'News: Mother Hired To Push "Xfm" Audience Beyond One Million Per Week' by Grant Goddard
- 1. NEWS: MOTHER HIRED TO PUSH 'XFM' AUDIENCE BEYOND ONE MILLION PER WEEK by GRANT GODDARD www.grantgoddard.co.uk January 2005
- 2. News: Mother Hired To Push 'Xfm' Audience Beyond One Million Per Week Page 1 ©2005 Grant Goddard Alternative rock station 'Xfm' has hired advertising agency Mother to help push its national audience past the one million mark. This will be the first time that Xfm has been promoted nationally and follows owner Capital Radio’s decision last year to spend £1.5m marketing the Xfm and 'Choice' brands. Xfm head of marketing Charlotte Soussan said: "Mother has a genuine empathy with Xfm's target audience. It clearly 'gets' the station and shares its mindset, as well as offering extensive expertise with radio brands." Mother has previously worked for 'Kiss FM', 'Kerrang!', 'Magic' and 'Capital' and its appointment replaces incumbent Quiet Storm, while ZenithOptimedia will continue to devise the station’s communications and media strategy. Xfm currently attracts 107,000 listeners per week outside of London, in addition to 572,000 for its London FM service. Of its digital competitors, 'BBC 6 Music' attracts 228,000 listeners and GWR’s 'The Storm' has 80,000. [First published in 'The Radio Magazine' as 'Mother To Help Xfm Reach 1m', #668, 29 January 2005] Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk