In today's Mediaweek, Katy Bachman writes on the ever-increasing success of Fox News Radio--and the magic of the Fox News brand:
Traditional radio news services like ABC and CBS might want to take a word of advice from CNN and MSNBC: Don't underestimate upstart Fox News Radio. One year after launching its five-minute hourly news service on June 1, the network (which also offers a one-minute component, crisis coverage and one-on-ones with its anchors) has increased the number of affiliates from 58 to more than 330, including 24 of the top 25 markets.....
...When Fox News first extended its brand to radio with a one-minute news service in April 2003, there were plenty of naysayers. The market seemed crowded with well-established news services...But Fox News saw an opening. It had established its news brand as a ratings juggernaut on cable; at the same time, listeners were hungrier for news, which can’t be commodified like music.
“We’re doing this without the confines of [traditional radio],” said Kevin Magee, FNR senior vp, who moved over in January 2005 after serving as vp of news programming for FNC. “In a world of iPods, you need to differentiate yourself.” One way FNR does this is by borrowing heavily from the style of the news channel...
Hey...when a brand has as much mojo as the Fox News brand does, you want to work that mojo anywhere and everywhere you possibly can...and it's working.
