Magic is the warmest and friendliest radio station on the dial, playing more of the music you love. Like a best friend, Magic is dependable, fun, and optimistic in a busy and challenging world. Like our listeners, we believe we are down-to-earth and comfortable in our own skin.

The Magic Brand

We know our listeners are busy. They work. Their family life is full on, and of course extremely demanding and rewarding in equal measure. Magic provides a musical escape from those non-stop days, with the right mix of classic hits that stand the test of time, with a sprinkling of newer songs and contemporary artists.

We love quality music – from ABBA to Adele, from Bublé to Bruno Mars, and from Carly Simon to Coldplay. Like a mix-tape from a friend, Magic is radio at its most natural, moving and joyful.

Magic Radio is so much more than music though. It’s the reliable friend who has the right amount of news, weather and travel for London and the UK. It introduces you to fabulous experiences through our partnerships with theatre, film, family festivals and events such as The Olivier Awards and the BRITs. And our presenters are not DJs – they are down-to-earth people who deliver the music and chat in a natural and relaxed style. Ultimately, their aim is to make listeners’ days just that little bit better.

Magic’s M

usic

’60s’70s

’80s

’90s

’00s

The Magic Team

Louise Molony

Jade Ewen

Every day the Magic team expertly and carefully crafts four radio stations which are Magic Radio, Mellow Magic, Magic Chilled and Magic Soul. Magic delivers 24 hours, 7 days a week, with a music and presentation style that is uplifting and optimistic, recognising the different energy and personal needs of our listeners.

The music tempo reflects and moves to the changing mood of the day.

Magic listeners need to get out of bed in the morning with a spring in their step - with the right mix of songs, chat, news and travel. They depend on Nick Snaith to keep them on schedule and get them out the door with a smile on their faces. Then, after a quality-assured soundtrack of hits through the workday, we turn up the warm and friendly conversation that Richard Allinson delivers to get people safely home again.

Our presenters are naturally warm, amusing, and effortless in their style – making for a relaxing and laid-back listen in a non-stop day of noise and distraction.

When listeners tell us they would like to spend more time with the likes of Magic presenters Mel Giedroyc, Rick Astley, Kim Wilde, Angie, Gary, and others of course – we know we are hitting the mark, in our mission to be the friendliest place on the dial.

Nick Snaith’s listeners rely on Magic in the Morning for their friendly easy-listening welcome to the world of work, the school run and the day ahead.

We all sit down as a family and

plan our holiday… but in the end

the kids decide.

Magic in the Morning

Nick SnaithWeekdays 6am to 10am

Like Magic’s audience, Nick is used to spinning many plates in his busy life. He is a seasoned broadcaster having previously worked on a number of high profile radio shows, and on television as a presenter travelling the world courtesy of BBC1’s Holiday Programme.

At the same time as his presenting career, he owned and managed a variety of businesses – from nightclubs and bars to most recently the transformation of a 200-year-old Shropshire bar into a thriving gastro pub. He even managed to find time to gain his pilot’s licence and is a regular in the skies above the south of England and France!

Whether it’s sharing a fun anecdote with a listener, recent exclusive chats with stars like Adele or Nicole Kidman, it’s easy to see why Magic in the Morning with Nick has been a huge hit with listeners.

The show is everything you would hope for: an uplifting playlist, liberally peppered with a variety of light-hearted and topical talking-points, including in-studio A-list guests, and the vital news and travel roundups that we all need in the morning.

Angie’s afternoons are guaranteed to keep spirits up and provides a much-needed tonic for listeners through the afternoon, as thoughts turn to planning the family evening meal or what’s on the agenda for the rest of the day. Angie’s unmistakable voice has won an Emma Award and been nominated for a Sony. Angie’s worked in radio since 1982 and is known for her active role in promoting women and youth in media, recently playing an active role in Sky’s Academy programme.

Gary Vincent’s Mid-morning show is a must-listen in the UK workplace. Gary Vincent’s Mid-morning show is a must-listen in the UK workplace. Optimistic and assured, Gary helps our listeners through the busy work day and they know what to expect - a friendly voice, great music and a final hour of Magic 80s hits at 1pm.

Weekdays 10am to 2pm

Gary Vincent Angie GreavesWorkday

Weekdays 2pm to 5pm

Richard Allinson’s daily Drivetime is the start to listeners’ workday wind-down. Richard has an unrivalled knowledge of music, arts and culture. Whether planning a trip to the theatre, cinema or catching up on music news Richard loves keeping everyone ‘in the know’. Richard’s playlist and an easy-going commentary is the perfect antidote to the stresses of the working day.

Since presenting on Magic Radio Richard has worked closely with the BFI London Film Festival, and The Olivier Awards. Richard has also interviewed world-renowned artists including Elton John, Stevie Wonder, Michael Bublé and is even rumoured to have spilt a drink over Madonna!

As well as the greatest mix of songs, expect fun anecdotes and of course regular news and traffic bulletins to ease the journey home. Celebrity interviews might include Phil Collins or Rod Stewart, or a movie star popping in before a red carpet appearance at a premiere.

Magic’s Drivetime

Richard AllinsonWeekdays 5pm to 8pm

Harriet Scott Weekend BreakfastSaturday & Sunday,

6am to 10am

Rick Astley serves up a Sunday lunchtime view of the world through the eyes of an 80’s icon. He is a Grammy-nominated performer who is still the only male solo artist to have had their first eight singles reach the UK Top 10 and in 2016 had a number one album As Rick says: ‘I’ll be playing my top tracks from today, my favourite hits from the 80s, and the songs that influenced my music when I was growing up.’

Weekends

Kicking off Magic’s weekend mornings, Harriet Scott brings her own sense of fun and style to Magic. One of the top presenters in the country, Harriet has multiple awards to her name, and numerous appearances on the likes of Loose Women, This Morning and hosting the annual Hamleys Christmas Toy Parade. Harriet’s relaxed and laid – back style is the perfect start to Saturdays and Sundays – whether listeners are planning some downtime, a shopping expedition, or a trip out with the kids.

The Rick Astley Show

Saturday, 6pm to 8pm

The Kim Wilde Request ShowSunday, 10am to 1pm

Mel takes charge on Saturday lunch times to brighten up our listeners’ weekend. As well as her own choice of quality tracks, her humorous stories and features allow an insight in to her busy life, and encourages her audience to get involved in the show. A smart, intelligent and fun listen - perfect for Saturday lunchtime.

The Kim Wilde Request Show gives listeners access to a real legend from the 80’s pop scene. She has sold millions of records, toured with Michael Jackson and David Bowie, and is an acclaimed broadcaster and journalist! Not a bad CV for a lady who is a firm favourite with Magic listeners. Kim plays requests and dedications every Saturday from 10am.

The Mel Giedroyc Show

Saturday, 1pm to 3pm

We all sit down as a family and

plan our holiday… but in the end

the kids decide.

When I’m in a rush I pop into Little Waitrose – it’s a

bit more expensive than the big

weekly run to Sainsbury’s but the quality and choice is great.

When Paul and I got married a decade ago, we sold our

flats and bought a family size terrace

in London.

I work as a Head of Department

at the local secondary school.

It’s a rewarding career and I have

time off in the school hols.

The radio’s usually on Magic, Radio 2

and a bit of Radio 4. We like a bit of

Take That, heaps of Adele... and Spandau

Ballet remind me of holidays with

mum & dad.

We love going out and enjoy good food and wine with friends…

and people are always asking us for recommendations.

We get most of our music in the car. It’s a VW – well-

built and as stylish as an estate goes…

She’s anAffluent influencer

Nights in are… Sparkly Strictly means it’s nearly Christmas, a family feel good with Bake Off and Paul and I love a good drama like Dr Foster… oh that dinner scene.

Nights out are... Restaurants, cinemas and theatre with the kids or friends. And we do enjoy a classy wine suggestion from my Vivino app…

Couldn’t do without... John Lewis for almost everything. I swear by Liz Earle for beauty products and Jo Malone is my scent – I’ve converted so many girlfriends I should be on commission.

Our kids are lovely! I find it hard to tell them

‘no’ but a trip to Gourmet Burger isn’t spoiling them

too often, is it?!

How does she do it?!

The Magic Audience

I’m 42 this year.

OMG, where did it all go?

“…juggling workand family life!”

Julia

Memorable Music Events

“Before I get into this show, I can’t thank Magic Radio enough...”

Michael Bublé

Magic Presents...Magic Presents…is a one of a kind series of exclusive events that give our listeners live, up close access to their favourite artists.

Annie Lennox 20th Century Theatre

Take Thatat No. One Mayfair

James Bluntat The Hospital

Will Youngat Air Studios

Didoat Claridges

Sealat Quaglinos

Robbie Williamsat LSO St Lukes

Coldplay at London Palladium

Gregory Porter at St. Barnabas

Spandau Balletat LSO St Lukes

Every Christmas, Magic invites its

listeners to the glittering The Magic

of Christmas, a superb multi-artist

performance held at The London

Palladium.Our 2016 extravaganza was hosted by Melanie C and

Magic in the Morning’s Nick Snaith, with performances

from Beverley Knight, Jack Savoretti, Rebecca Ferguson,

The Shires, Birdy, Emeli Sandé, Ward Thomas, Melanie C

and Rick Astley. The Magic of Christmas has become the

annual must-see show for Magic Radio listeners.

Magic at the Musicals This event is a must see for every theatre-goer. Magic at the Musicals showcases acts and artists from the best of London’s West End shows with a 50-piece orchestra at the world famous Royal Albert Hall. The event sees thousands enjoying performances from the likes of The Lion King, Wicked and MAMMA MIA!

Magic is a proud partner of the best in UK entertainment. From celebrating award winning talent at The Olivier Awards or BFI London Film Festival, to having VIP tickets to Cornbury Music Festival to hosting the Hamley’s Christmas Toy Parade.

Magic Partnerships

Magic Radio is committed to supporting a range of community projects and social action initiatives. We are a long-time supporter of The Prince’s Trust, encouraging our listeners to participate in the Palace to Palace Bike Ride. In addition to supporting partner projects, Magic is also part of Bauer Media’s all station charity, Cash for Kids, which raised a phenomenal £15.4 million alone as part of its Mission Christmas appeal in 2016.

Magic Social Action

London’s number one evening show is Mellow Magic. Enjoying massive loyalty, it’s been the most listened-to show for over a decade. Now we’ve launched Mellow Magic as a standalone station for listeners who want relaxing music all day long. Presenters include actress Patsy Kensit, Hollywood actor John Hannah, radio royalty Fran Godfrey, Lynn Parsons and Alice Arnold. These playlists are designed to help listeners escape the stresses and strains of everyday life.

Featuring legends like Stevie Wonder, Frank Sinatra, Nina Simone, Dusty Springfield, Marvin Gaye and the Mellow Magic mix is an irresistible, unadulterated blend of the world’s greatest and most relaxing popular music.

Timeless Relaxing Classics

John

Han

nah

Simon & Garfunkel

Frank Sinatra

The Bee Gees

Elton John

Nina Simone

Barbra Streisand

Marvin Gaye

Rod Stewart

Billie Holiday

Alic

e Ar

nold

Pats

y Ke

nsit

Lynn

Par

sons

Fran

God

frey

Justin Timberlake

Beyoncé

Lana Del Rey

Alicia Keys

Bruno Mars

Sam Smith

Adele

Ed Sheeran

Rihanna

Jade

Ew

en

Magic Chilled targets a younger market and expands Magic’s offering to a new generation of listeners for whom the noughties is a favourite musical era. Magic Chilled welcomes a new generation of aspirational listeners. By playing a fresher mix, it will ensure younger listeners have a new destination for a chilled, relaxing and cooler music mix.

Presenters include ex-Sugababe and Aladdin The Musical star Jade Ewen, Pips Taylor, Eloise Carr and Louise Molony.

Eloi

se C

arr

Fresh Laid Back Hits

Pips

Tayl

or

Loui

se M

olon

y

Alicia Keys

Luther Vandross

Aretha Franklin

James Brown

Diana Ross Supremes

Michael Jackson

Stevie Wonder

John Legend

Magic Soul plays back to back classics from the purple period of Soul, driven by Motown, Stax and Philadelphia Soul through the 60s, 70s and 80s with a sprinkling of contemporary artists such as Alicia Keys and John Legend who pay homage to the greats.

Soul and Motown music transcends generations, making Magic Soul a station for all ages. Presenter shows include Angie Greaves, Paul Hayes and Richard Allinson.

The Best of Soul and Motown

Marvin Gaye

Soul

Angi

e Gr

eave

s

Rich

ard

Allin

son

Paul

Hay

es

Today’s audiences choose to connect in new and ever-changing ways. Magic’s there with them every step of the way, from DTV to Twitter and Facebook competitions. Radio, TV, mobile or tablet, Magic is everywhere.

Listen and connect to Magic Radio Across the UK on Digital Radio, Freeview 715, Sky 0180 and Virgin Media 928.In London on 105.4 FM. Download the Magic Radio App.

Watch Magic TVSky 363, Virgin 340, Freesat 510, via the Box+ app, Magic Radio App, magic.co.uk/magictv

Follow us @magicfm, Facebook.com/MagicRadio

magic.co.uk

Mellow Magic . Magic Chilled & Magic Soul Available across the UK on Digital Radio, Online and via the App Store

Multi-platform MagicOn Air. Online. On TV. On App.

Magic Radio reaches 3.7 million listeners across the UK every week.

1.8 million listeners in London tune in every week.

Magic listeners tune in for 19.1 million hours a week.

1.2 million listeners wake up with Nick Snaith’s Magic in the Morning.

RAJAR: Q3 2016

ChallengePost Office wanted to improve people’s perceptions of their ease and convenience in a market were other competitors have entered the market with business models that

more accurately reflect consumers’ requirements. Our task was to re-appraise, remind & convert these people back to the Post Office repositioning the brand as the automatic choice once again.

Idea“Life Made Easy” is the partnership idea we came up with to span across

Bauer Media’s leading radio, print and digital brands. The idea was led by a sponsorship of Magic UK Breakfast and Absolute Radio’s “No Repeat Guarantee” shows across a full 12 month period starting in October 2015.

ActivityThis sponsorship platform acts as a base to three key product flares: Mails, Financial Services and Post Office Travel. During these flares, additional Bauer Media brands: KISS FM UK, Bauer City Network and print titles Yours and Closer joining the conversation to add valuable scale and additional audiences. Educating consumers about the full breadth of Post Office Telco, Christmas Mails and travel products and services through radio recorded and live content, long-form press advertorial including great editorial hints and tips, connected digital content exploring the products Post Office offer and driving a conversation through a stand-out piece of social video content.

ResultsWe’ve delivered Post Office’s key messages to just under 1.6 billion sets of ears which is an over delivery on what was booked by +26%.

Magic Case Studies

ChallengeThe aim here was for Magic to promote Botswana as the ultimate safari destination.

IdeaBelieving that our UK audience would be best engaged and educated in Botswana’s stunning wildernesses by the use of enhanced creative airtime slots, the idea was that we use a series of 50-second on-air features: each feature would focus on different times of the traveller’s day, using an authentic voice to evoke the many atmospheres of a safari in Botswana.

ActivityThe 50-second creative airtime slots included Dawn in the Bush, An Afternoon at the Lodge and Sunset in the Okavango Delta. Each slot provided a very different and equally evocative snapshot of what it is to experience Botswana’s wilds, its luxurious accommodations.

“Evoking the emotions of being on safari: hearing the wildlife and ‘feeling’ the atmosphere were really important for us. We wanted listeners to understand the changes during the safari day and to want to make an effort to hear each of the adverts. Working with Bauer Media was a delightful experience. Collaboration on the scripts, sounds and voiceovers resulted in a series of adverts which we are very proud of. Each advert has its own story and can be heard in isolation, but they fit together as a complete package. As a brand awareness campaign it fulfilled the brief completely.”Dawn Wilson Botswana Tourism Representative

ChallengeFor the first time ever, J.K. Rowling’s Wizarding World has existed outside the UK in new film Fantastic Beasts and Where to Find Them. Our challenge was to educate the audience about the film and the new era of the Wizarding World and create huge hype around its release!

Idea‘Magic in the Morning’ became ‘Magic in New York.’ Created to tell the story of the film and take the audience with us, Magic went on a journey to New York building huge hype and excitement in the lead up to the release of Fantastic Beasts and Where to Find Them.

ActivityWe took the Magic Breakfast team to New York, starting with a recruitment phase to select budding wizards from the audience to come with us. We broadcasted the Breakfast show live from the Virgin Atlantic Clubhouse, to leverage the partnership between Virgin Atlantic and the film, before

broadcasting live, for the first time ever, from 35,000 ft in the air on a magical themed Virgin Atlantic flight on the way to New York. On arrival in New York, Magic in the Morning told the story of the film all over the city; visiting locations featured in the film, attending the premiere, interviewing the cast, doing the Breakfast show every morning stateside and mirroring the themes of the film throughout. We then returned to the UK for a full day brand takeover to celebrate release day. We created and shared content across all digital, on air and social platforms, as well as the Bauer Media Entertainment hub for the duration of the campaign.

ResultsThe partnership performed astonishingly well and exceeded all expectations.

Warner Bros were thrilled and in their words the campaign was, “One of the most brilliant partnerships we’ve worked on and we are delighted with what’s been achieved. We can’t thank you all enough for your energy and support.”

ChallengeAs well as representing its entire traditional broadcast budget, this was HP Sauce’s first ever foray into radio. The challenge here was to target an already mature male market, newly appeal to women (the main purchasers), attract a younger demographic, and to show radio as more than TV’s equal.

IdeaWith 2015 being election year, the idea for the campaign was to pit Heinz’s two sauces against each other. ‘Are you red or brown’ – the only election that matters - would mimic political election procedures, techniques and media coverage, and run right up until actual Election Day.

Activity‘Are you red or brown’ featured on Magic, its sister national radio stations, and on regional radio stations across the Bauer City Network. Coverage

included key presenters championing their favourites, celebrities invited to partake in debates, driving traffic through social media and online hubs, regional electoral maps, and Election Day itself.

Results‘Are you red or brown’ was extraordinarily successful, showing marked shifts in consideration and price attitudes. Follow up research showed:

• 51% of visitors to the ‘red versus brown’ site cast their vote, smashing the expected 30% benchmark

• A 6% increase in consideration for HP Sauce

• An 8% increase in listeners who felt that HP Sauce is worth paying more for over own brand sauces

• An overall consideration of 59% following the activity against an average of 42% for other FMCG brands.

ChallengeOur aim was to drive awareness and purchase intent for NOW TV amongst families across the summer holidays, and to promote it as being a brand that offers great family entertainment.

IdeaUtilising research identifying key national family summer holiday activities, the core idea was to supercharge our consumers’ summer through offering ideas of things to do when having to ‘stay in’ during bad weather and guides for ‘going out’ when the sun comes out!

ActivityDesktop, tablet and mobile-enabled, NOW TV What’s On Guides were produced specifically to each participating Bauer City Network location, with Magic playing a key part:

• The guides were accessed through our websites and regularly refreshed, showcasing content specific to the local areas.

• The guides were thermal activated - meaning that if it was raining outside, the relevant NOW TV content was shown before the family activity guide!

• Integration of the summer guides occurred across Magic and sister radio sites, with digital ad formats and social media helping drive traffic and build awareness of NOW TV sponsored content.

• Fridays saw listeners interacting with call-outs for examples of their own supercharged summers, the best of which garnered prizes.

ResultsOverall, as follow up research showed, the supercharge-your-summer campaign helped listeners to better entertain their children over the summer holidays. High percentages of parents took supercharge action as a result of the campaign, many of whom now viewed NOW TV as a wonderfully family-orientated brand.

More of the songs you love

magic.co.ukContent Director: Tony MooreyManaging Director: Steve Parkinson

Thank you.