MediaCommunications

MediaCom View: Ok - on the surface this looks a bit odd; Radio Times telling us what's 'on' the internet. But of course, in the madness there is some method and when you look at the data, you begin to see why. Radio Times audience indexes particularly high for the 55+ demographic and although internet penetration as a whole is beginning to flatten out, there are certain demographics that are experiencing significant growth in terms of online reach, 55+ being one of them. When you combine that with the increase in broadband connectivity and the subsequent proliferation of video content on the web this Radio Times strategy begins to make perfect sense. So while we don't think this tactic will attract swathes of new readers, it will certainly offer its existing readership a gentle guiding hand into the digital space, and for that their readers will thank them.

MediaCom View: As part of their planned assault on the digital radio marketplace Channel 4 are set to unleash promotional material for The Killers this weekend. Programme features on E4 and a Vegas themed night on Film4, plus on air promotional time including new Killers themed idents and exclusive band material on Channel4.com should ensure high visibility all weekend. The broadcaster has formed a strategic partnership with Universal Music as part of its attempt to win the second digital radio multiplex and become a major music player.

MediaCom View: The publisher is looking to close or sell ten magazines to focus on its core magazine portfolio and expansion plans online. Having bought a large package of titles from Highbury last year, this tidy up will see the entire puzzle titles acquired then close, as well as some titles that are Future born and bred. Future's expertise lies in gaming, music and film so concentrating on what they do best can only be a good thing for those titles. The publisher's intention to develop its online provision is an inevitable extension of its successful brands in markets which lend themselves to a digital proposition.