Bauer to bring more mag titles to radio

Bauer Radio is planning a relaunch of Q Radio and wants to bring more of its magazine titles to the airwaves, it announced today.

Ric Blaxill, former head of programmes for BBC 6Music, has been hired to work on Q and look at other possible male music channels.

Bauer bought Emap's commercial radio stations and consumer magazines last month.

Andria Vidler, managing director of Magic 105.4 and its national radio network, said: "We want to launch where we feel we can provide content-rich, exciting formats which serve an untapped demand from both audiences and advertisers alike.

"We are in the fortunate position of owning a cupboard full of brands which will translate into exciting new stations."

Blaxill is working to create an "all new Q Radio" likely to take on Heat Radio's advertising policy of using lots of sponsorship and promotion for a small number of close partners.

"It’s good to look at the potential for translating strong magazine brands into strong radio formats. To translate Q magazine's reputation, content and credibility into an all-new radio format would be very exciting not only for music fans but for digital radio," he said.

“Working closely with Q editor Paul Rees we are exploring how we could offer artists a multi-media platform to support their music with live programming, live performance, a new playlist, themed programming to support the magazine, specialist music strands and a mix of music and comedy."