“So much is going well again with our radio brands”
“Our radio stations struggled with their identity, but in the past year we powerfully introduced ourselves again to the listener. Qmusic targets young adults, Joe still young 40-years old and all ages above. Both complement each other perfectly, both in terms of content and in terms of music choice”, says An Caers, Radio Director at Medialaan-dPP.
Both Qmusic and Joe have grown in 2018. With 610,000 listeners a day, Qmusic regained its leading position in the market segment of 18- to 54-year olds. In the 12+ target group, Qmusic reaches 824,000 listeners every day, accounting for a market share of 12.1%. Joe achieves a market share of 8.6% in that target group. “It is good to see that so much is going well again with our radio brands,” says An Caers .
Tight music policy
How did Qmusic work its way to the top again? “By matching the music choice more accurately to the young adults for whom we make radio every day. We have a strict music policy of popular music and we surprise the listeners with actions such as the Q-MasQuerade with Valentine’s Day,” says An Caers.
That approach works. Independent research shows that the likeability and fanship of Qmusic have never been this high. “We notice it in the way social media talks about our programs and the radio station,” says An Caers. Qmusic counts 123,000 followers on Instagram and more than 360,000 fans on Facebook.
The radio station also surfs on the podcast trend. The most successful podcast had 400,000 downloads. And every afternoon the Q-app offers the Qwistet, an exciting online live quiz. “All means to spread the Q-virus,” says An Caers . “We want to be the people’s favourite radio station to start the day in the morning and end it in the evening.”
“We want to be the people’s favourite radio station to start the day in the morning and end it in the evening.”
An Caers, Radio Director Medialaan-dPP
World first for JOE
Joe too looks back on a good year. The station got two additional theme channels: one with music of the 70’s and another one with music from the 80’s, airing on DAB+, via the app or online. Since August 2018, both channels have provided a world’s first.
“Together with Joe they bring one single morning show, with the same content, but with a different style of music. Listeners can experience the program three times differently,” says An Caers.
New digital channels
Digital listening today accounts for 21% of the listening volume. This is expected to be 50% by 2022. “We closely follow that trend with our product range. From May on we will use 4 extra DAB+ channels and a number of digital channels for Qmusic and Joe,” says An Caers. “And the new hi-tech radio studios that we started using in the meantime also prepare us for the future.”
The new radio studios have a surface of 1,200 m², including a new lounge for performances by artists. 100 people work there every day. All the radio studios are equipped with cameras and a video production space is provided. “We are ready for the future and we can take digital initiatives more than ever.”