Bauer announces rejig

By | Published on Friday 24 May 2013

Bauer Media

Bauer Media has rejigged its rock music brands, giving Mojo a weekly radio show on its recently acquired Planet Rock station, realigning its Kerrang! radio service to be more targeted at the younger demographic who read the magazine, and handing its West Midlands FM frequency to Planet Rock rather than Kerrang!

The rejig steps up the profile of Planet Rock, the previously digital-only rock station that was bought by Bauer in February. The station will now have an FM outpost in the Midlands, and a formal alliance with Mojo, with a weekly show presented by the magazine’s Editor In Chief Phil Alexander.

The changes also mean that the distinction between the Planet Rock and Kerrang! brands is clearer – some did wonder why Bauer would want to own two radio services that basically compete when the Planet Rock deal was completed earlier in the year. But Bauer clearly see Planet Rock as a rock brand for an older audience, in sync with the MOJO readership, whereas Kerrang! – on air and in print – is for younger rock fans (who presumably don’t even know what an FM radio is).

Confirming the rejigs, Steve Parkinson, MD of Bauer Radio London, told CMU: “We are very excited about the opportunities offered through greater synergy of our three national rock brands – Kerrang!, Mojo and Planet Rock. Each brand has massive potential to grow and cross-promote through its own particular passion for the genre of rock music”.

He continued: “We believe listeners will be excited about the enhancements we have planned for these much-loved brands. At the same time there will be increased opportunities for commercial partners to engage right across the UK’s community of rock music fans across key platforms of radio, print, TV, online and events”.