Radio tunes into loyalty to fight off rival media: With their numbers expanding radio stations are exploring ever-mare sophisticated loyalty channels to keep their listeners tuned in Michael Rosser reports. (News Analysis).

Precision Marketing, April, 2002 by Michael Rosser

The days when the cult of personality ruled the airwaves has long gone. Instead, media owners are now turning their attention to sophisticated direct marketing techniques to hang on to their audiences.

But it's not only video which has killed radio stars such as Tony Blackburn, DLT and, more recently, Chris Evans. An influx of new channels has given listeners more choice than ever before, to choose whether they want to tune in to music, news or controversial debate.

This has prompted media owners to adopt direct marketing, to fight for their share of the UK's commercial radio listeners - which boasts 44.6 per cent of total share, (Rajar quarterly report, December 2001) as well as generating loyalty to keep their voices on the air.

One station which...