With Survey 4 results out this week and the ratings year half way through, radioinfo checked in this week with ARN’s National Content Director Duncan Campbell to see how the changes at the network’s Mix stations are going. He is happy with progress so far, but says there is still a long way to go, particularly with Mix in Melbourne and Sydney.

“It’s early days for both those stations as they were only re-launched this year. Each of the stations have their own unique challenges. Sydney is doing very well 25-54 which is encouraging. Adelaide is number 1 FM, but again our expectations are greater for the station. We should be a consistent number one in that market and that’s the goal.”

radioinfo: How is the Mix fresh breakfast advertising campaign going? Is it only being used in Sydney or everywhere?

The advertising for Mix Sydney was created specifically for Andrew and Claire and was designed to raise the awareness of the new show. We’ve got a lot of confidence in those guys but you have to remember they are only 6 months old in a market with strong heritage shows everywhere you look. We’re the new kid on the block so to speak.   

radioinfo: There has been significant changes to the music on Mix. Have you been testing songs with your core audience and what have you found out about their music taste?

We’ve spent a lot of money testing the music on Mix. I knew we had to get that right if we were to make any progress at all with the stations and we continue to invest heavily in testing the music. We’ve got to make sure the foundation of the station, which is the music we play, is as strong as it can be. 

radioinfo: Mix is playing 80s, 90s and now. Let’s talk about that strategy a little more. 80s and early 90s music for your target demographic had a lot of drum machine backing and sharp treble mixing, but the songs that appeal to your demographic today have more piano and guitar and less drum machine. What is your strategy for combining these potentially conflicting styles in your music clock?

You’re right in that the styles today are different to those of the 80’s and 90’s. We look for those gold tracks that don’t sound out of place today and then we spend a lot time on how the songs are pieced together in the hour. Good scheduling takes time, but it’s the key particularly when different styles and decades are involved. 

radioinfo: By stretching back to music of the 80s, that a CHR station like 2DAY would have played then (but is not playing now), are you aiming to catch 2Day/Fox listeners who have now grown up and are listening to different stations?

We tested the markets and went for the hole that would benefit ARN commercially and also would not impact our Classic Hits stations. It’s a duopoly strategy so ideally the audience we attract will come from stations other than our own and that includes 2DAY and Fox. Both are very solid stations though, particularly Fox, so we have to be very focussed and consistent.

radioinfo: There must be more changes to come to consolidate what you have already done with Mix. Can you let radioinfo readers know anything about new on air talent you may announce soon? 

A big part of what ARN needs to do as it evolves into a more dynamic company is to think differently and we’ve got plans for new shows, new promotions and new marketing initiatives, but at this stage I’ll politely decline to mention what they are. Stay tuned though.