Top Radio Players Reorg to Get More Targeted

According to a Mediaweek analysis of the latest RADAR lineup, three of the largest radio network companies—Premiere Radio Networks, Dial Global Radio Networks and Westwood One—are making major changes to their networks, reconfiguring inventory on the eve of the radio network upfront market.

All three companies worked to make their networks more targeted, organizing inventory by lifestyle characteristics and dayparts, instead of just age and sex demos.

“There was a lot in play this year. Network radio is becoming more targeted because that’s where the advertisers are,” said Len Klatt, senior vp and director of research for Clear Channel-owned Premiere.

Premiere reconfigured and renamed its nine “Gem” networks (no more Pearl, Diamond, Ruby, Emerald and Sapphire) that are made up of inventory from Clear Channel stations. It eliminated two of its 19 networks and is introducing one new network called Informed, comprised of key News and Talk station inventory.

Westwood One, which recently lured The Weather Channel away from Dial Global, reconfigured three of its networks to accommodate the additional inventory and eliminated two other networks for a total of 12 networks.
To replace the lost Weather inventory, Dial Global, which will maintain six networks in RADAR, is reconfiguring its three top-rated networks, adding new inventory from its Triton Digital division.

Publish date: October 26, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT