Morgan BellVega Radio Stations: The New Tune
January 15th 2007 11:16
Did you think that all great tunes had been played in the existing radio stations? Try tuning to the Vega stations in Sydney and Melbourne and you will be pleasantly surprised.
The news today, 15 January 2007, is that “DMG Radio Australia's slow birth of its Vega FM brand continues with the launch of another outdoor campaign in Sydney and Melbourne.”
“Sydney's Vega 95.3FM and Melbourne's Vega 91.5FM are now being promoted with the campaign line "Vega variety 70s, 80s and the best new songs".”
“It is the first push in what is expected to be an intense rush of marketing for Australia's FM stations in the first months of 2007.”
“Austereo's youth stations, primarily 2DAY and Fox, gained a march on their competitors in early 2006 with expensive early campaigns. The network held and consolidated its FM ratings lead after that bright start.”
“For DMG's baby-boomer stations, the story is a little different, with both stations still struggling for recognition after high-profile launches in 2005. Both Vegas remained beside Triple J at the bottom of the ratings table, although the last survey of 2006 showed small signs of growth and encouraging cumulative audiences.”
“"The next step in our marketing campaign, the most recent of which was communicating the message of 'Vega variety', is taking that one step further and further describing the playlist," said Jane Earnshaw, promotions and marketing director for Vega 95.3FM and Vega 91.5FM.”
“The campaign, designed in-house, will feature on billboards in both cities and bus advertising in Sydney.”
“DMG's $160 million gamble on the new network hasn't replicated the success of its stablemate Nova. After launching with big personalities, including Wendy Harmer, Tony Squires and ABC recruit Angela Catterns, the Vega stations have pared back the talk content in favour of music.”
This news was published in the online edition of The Australian under the title “DMG finetunes Vega campaign” and was written by Michael Bodey.
DMG, a private company, started in 1996 with one only employee: Paul Thompson.
Thompson was a disc jockey in the early 1960s. He set up the first Austereo station, in Adelaide, and in the following 15 years build up a national network.
But in 1995 Austereo merged with Triple M and Thompson was out of a job. Not for long, though.
End
The news today, 15 January 2007, is that “DMG Radio Australia's slow birth of its Vega FM brand continues with the launch of another outdoor campaign in Sydney and Melbourne.”
“Sydney's Vega 95.3FM and Melbourne's Vega 91.5FM are now being promoted with the campaign line "Vega variety 70s, 80s and the best new songs".”
“It is the first push in what is expected to be an intense rush of marketing for Australia's FM stations in the first months of 2007.”
“Austereo's youth stations, primarily 2DAY and Fox, gained a march on their competitors in early 2006 with expensive early campaigns. The network held and consolidated its FM ratings lead after that bright start.”
“For DMG's baby-boomer stations, the story is a little different, with both stations still struggling for recognition after high-profile launches in 2005. Both Vegas remained beside Triple J at the bottom of the ratings table, although the last survey of 2006 showed small signs of growth and encouraging cumulative audiences.”
“"The next step in our marketing campaign, the most recent of which was communicating the message of 'Vega variety', is taking that one step further and further describing the playlist," said Jane Earnshaw, promotions and marketing director for Vega 95.3FM and Vega 91.5FM.”
“The campaign, designed in-house, will feature on billboards in both cities and bus advertising in Sydney.”
“DMG's $160 million gamble on the new network hasn't replicated the success of its stablemate Nova. After launching with big personalities, including Wendy Harmer, Tony Squires and ABC recruit Angela Catterns, the Vega stations have pared back the talk content in favour of music.”
This news was published in the online edition of The Australian under the title “DMG finetunes Vega campaign” and was written by Michael Bodey.
DMG, a private company, started in 1996 with one only employee: Paul Thompson.
Thompson was a disc jockey in the early 1960s. He set up the first Austereo station, in Adelaide, and in the following 15 years build up a national network.
But in 1995 Austereo merged with Triple M and Thompson was out of a job. Not for long, though.
End
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