Ford turns up the Heat Radio
Posted in Advertising, Media, Oliver Milman, Latest reporters' blogs September 20th, 2007 by Oliver Milman
It’s nice to see that, in attempting to attract a young female demographic, Heat Radio has gone for the leftfield choice of Ford as a main sponsor.
Given that its sister magazine title is packed to the gunwhales with celebrity fluff and stereotyped girlie interests, is this a sign that the radio station, which launches next week, will appeal to a wider demographic.
Either that, or Heat has decided that women have a wider set of interests than nail varnish and what Jade Goody looks like when stumbling out of an Essex nightclub.
It will be intriguing to see the other brands that will make up the elite five advertisers on Heat Radio. Will they be fully pink or gender neutral? Although Heat Radio will consist of celebrity gossip and music, the acres of airtime any new station has to fill may lend itself to a bit of experimentation around the edges.
The wider question is, of course, what does the Heat brand stand for? Originally a unisex title, the magazine has swung heavily in favour of females. Is this a terminal shift, or can men be lured to the brand?
To read the news story related to this blog, go to mad.co.uk
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