I do feel that this is a tremendous loss to the station. I have always found Mike’s show to be on a level above all others in terms of intellect and the quality of debate. Largely through Mike, but not exclusively, the station has gained much credibility from both a business and journalistic point of view.

As a Media Director I have no doubt that Aidan will bring in new listeners and the audience figures will improve. I previously enjoyed him on P4, and have nothing against him. I don’t think however that this change will necessarily result in any more advertising. Even if the listenership doubles, will this convince planners that that station is suddenly a reach machine? I don’t think so. Cape Talk has always been bought and sold on the quality of the content and audience, rather than the strength of the listenership figures.

When placing advertising on the station I’ve always bought it for the top end influential decision maker, that is often not easy to reach. Cape Talk will either have to reconvince advertisers that their station is still a brand fit, and can deliver the really important and influencial top end, or that it now will deliver strongly on reach. Frankly being stuck somewhere in the middle is not a long term option and could be a very lonely place to be.

[6 Jul 2006 12:43]

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