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Gaydar Radio Announces £1.5 million Investment
23/01/2005 22:06:44
Internet and digital radio station Gaydar Radio today (December 6) announced a £1.5million investment and development programme which includes new broadcast studios, more licences, more live programming and the launch of its own sales division.
Gaydar Radio is moving to a new, larger studio complex in Twickenham, London this month ahead of a talent and recruitment drive to increase head count in line with expansion plans.
A new sales operation headed by former Opus executive Miles Hall has been opened by parent company Qsoft Consulting in Soho. The division aims to develop its offering to the point where it becomes a sales point for other emerging niche digital and internet radio stations.
Gaydar Radio Station Director Jamie Crick said: “Gaydar Radio is currently putting on 100,000 new listeners a month. This investment plan is about developing the radio station to grow our diverse and lucrative GBLT and polysexual audience further.
“To do this we need to recruit new on air talent, investment in more live programming and recruit more staff which has meant a move to a larger broadcast studio complex which goes on air shortly.”
Gaydar’s licence acquisition trail started when it took over struggling Purple Radio’s spectrum on the London DAB multiplex, giving it a digital as well as European satellite and global internet distribution.
The station now reaches more than two million a month, predominantly ABC1 males aged 15 to 34, putting it ahead of Kiss, Galaxy and XFM in reaching this high value market.
Sales Head Miles Hall said: “Selling a station which was both niche and gay was too much of a challenge for existing sales houses who were unable to get their heads around the real value of this marketplace.
“Establishing our own sales point is an opportunity for us to re-educate media agencies and advertisers as to value of this lucrative high income marketplace which is all about lifestyle and aspiration. To do this we need to become the most authoritative and first point of contact for the gay marketplace.
“Our aim is to become an established advertising destination in the UK by helping brands to communicate effectively with the GLBT audience. Once we have that proposition right, our aim is expand our services to other emerging niche and digital stations.”
To aid the process, Gaydar Radio has commissioned a major new piece of research which will give the inside track on gay lifestyles, attitudes and brand consumption.
Outrightresearch.com will be launched in the New Year
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