Absolute Radio Radio Reborn

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Clive Dickens' presentation given at Mediaguardian's Radio Reborn 2009 Conference, 27 April 2009.

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Absolute Radio Radio Reborn

  1. 1. You can’t close your ears… Clive Dickens COO Absolute Radio
  2. 2. Decide what business you want to be  Decide what business you want to be in 16,000 14,000 12,000 , 10,000 8,000 2009 6,000 6 000 2013 4,000 2,000 0 Radio Digital Source: AA / Spend in Euro across Europe
  3. 3. Blogging about change Bl i b h Key learn : Ensure  Key learn Ensure an open dialogue  with all, as strong  with all as strong brands are very  personal
  4. 4. Get them to work for you…. Get them to work for you SPOT THE  VIRGIN  VIRGIN
  5. 5. Content meetings – Invite them in Content meetings – Invite them in
  6. 6. Playlist – be open about rotations Pl li t b b t t ti
  7. 7. Get everyone talking about you Get everyone talking about you Absolute Radio Q4 2008 and Q1 2009 Q4 2008 Q4 2008 Q1 2009 Q1 2009 No. of cuts 269 860 Total circulation  231,6701,532     816,518,169 AVE £435, 032 £1,173, 855
  8. 8. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  9. 9. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  10. 10. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  11. 11. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  12. 12. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  13. 13. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  14. 14. Discover Real Music & No Repeat Guarantee Discover Real Music & No Repeat Guarantee
  15. 15. Check your progress frequently Check your progress frequently Edison page 16 short version •
  16. 16. 59% think Absolute’s music is better 59% thi k Ab l t ’ i i b tt 18
  17. 17. Investing for long term as brand  I ti f l t bd building takes time & money building takes time & money 90 “Now thinking about Now 80 the radio station that was previously 70 known as Virgin 60 Radio and is now 50 called Absolute Radio, h t R di what name 40 first comes to mind 30 when you think of 20 this station” 10 0 Virgin Absolute D/K
  18. 18. Create trial & content sampling Create trial & content sampling Improved click‐through rate by  Improved click through rate by 235% with a player launch  rate from click of 74% rate from click of 74%
  19. 19. Go where your community are.. G h it 97,000 installs 97,000 installs
  20. 20. Go where your community are.. G h it 1,023,000  023 000 Video Views
  21. 21. Go where your community are.. G h it 1.5m Podcasts  downloads
  22. 22. Digital future – mobile, online & DAB Di it l f t bil li & DAB
  23. 23. Harness the passion for content H th if tt
  24. 24. Measure, don t just research Measure don’t just research
  25. 25. Create a online future Create a online future Unique users of UK Radio sites n u s rs 0 ) U iq eu e (0 0 500 Absolute Brand 450 Capital Brand Classic Brand Galaxy Brand 400 Heart Brand Magic Brand 350 Talkpsort Brand XFM Brand 300 250 200 150 100 50 0 Apr 08 May 08 Jun 08 Jul 08 Aug 08 Sep 08 Oct 08 Nov 08 Dec 08 Source: Neilsen Net Ratings
  26. 26. 2009 Sony Award Nominated Entertainers 2009 Sony Award Nominated Entertainers 28
  27. 27. Thank you Thank you clive.dickens@absoluteradio.co.uk

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