Commercial radio fights for listeners

Commercial radio in the North has had to develop rapidly in recent years to compete and has had to improve its content to remain relevant and popular among listeners.

4th March, 2012
Commercial radio fights for listeners
Mark Mahaffy, managing director, Cool FM and Downtown Radio.

Commercial radio in the North has had to develop rapidly in recent years to compete and has had to improve its content to remain relevant and popular among listeners.

According to Mark Mahaffy, managing director of Down-based Cool FM and Downtown Radio, a listener-first approach, combined with brave web-led growth, has worked for his stations.

"The fragmentation of media to the internet is a major challenge," Mahaffy said.

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