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- How NME Radio plan to leverage their brand heritage on to radio. - NME Radio has always seemed like a no brainer, so why launch now? Brands are developing and distribution is changing, to survive in the modern media marketplace a brand must be across all media, and not just a magazine etc… Also includes details on how to tie up a launch with an established form of media.
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The Most Influential New Music Media Brand in The World
Consumer Media Brand of the YearPPA Awards 2008
NME RadioThe latest development in NME’s multi platform strategy
The Most Influential New Music Media Brand in The World
3.4 million votes were cast on nme.com for“the first track” to be played
on NME Radio
Weekly Brand Audience of 1.1 millionWeekly Brand Audience of 1.1 million
NME – defined by talentNME – defined by talent
Talent Brand Distribution
Mark
Beaumont
Tim Chester
Priya
Krissi
Paul Stokes
Conor
McNicholas
Marc Maclaren
Jam James
Marian Paterson
Jamie Fullerton
Alex Miller
The NME Brand – Never Been BiggerThe NME Brand – Never Been BiggerNever been accessed in so many different waysNever been accessed in so many different ways
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
NME
NME.com
Readership and onlineReadership and online
Source : NRS (NME) and ABCe/Omniture Unique Users (NME.com)
Strategic RoadmapStrategic Roadmap2007 2008 2009
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
NME .com (launched 1996 2m unique users ABCe) Profile 25-34
NME TV Sky 221,000 viewers/wk BARB Profile 25-34
NME magazine (launched 1955 circ 64,033/ issue NRS) Profile 15-24
NME Radio Adult weekly reach 295,000 est.
Profile 15-34 est.Multi Platform
NME Awards
NME Awards
Summer Events e.g. Reading, V Festival etc
Summer Events e.g. Reading, V Festival etc
NME Mobile
City RSLs
Live Events
DAB
MOBILE
Live Sessions
Digital platform data 2007/8Digital platform data 2007/8Digital weekly reach 31%Digital weekly reach 31%
DABDAB
27.3%27.3%Adults 15+ own a DAB set at home Adults 15+ own a DAB set at home (up 70.6% yr on yr)(up 70.6% yr on yr)
DTVDTV
80% 80% ((22 million homes, multi channel take up in 22 million homes, multi channel take up in 87.6% of homes)87.6% of homes)Source Ofcom 27/03/08)Source Ofcom 27/03/08)
MobileMobile
85% 85% own 1+ phones own 1+ phones
BroadbandBroadband
79%79%13.2m homes have broadband, 90% of all 13.2m homes have broadband, 90% of all internet usersinternet users
Source: RAJAR, Q4 2007. Ofcom, IAB, National Statistics Industry estimates Continental Research
(9.4% of adults 15+ claim to have listened (9.4% of adults 15+ claim to have listened to radio via mobile up 21% yr on yr. For to radio via mobile up 21% yr on yr. For 15-24’s 22.6% claim to have listened via 15-24’s 22.6% claim to have listened via mobile up 13% yr on yr)mobile up 13% yr on yr) Source: RAJAR, Q4 2007.
Source: RAJAR, Q1 2008
Digital platform projections 2010Digital platform projections 2010
DABDAB
53%53% DTVDTV
90%90%MobileMobile
90%90% BroadbandBroadband
85%85%Source: Ofcom National Statistics DRDB, IAB, Industry estimates
Platforms SKY, Virgin Media, Online via NME.COM, Freesat, series of FM RSLs selected mobile handsets and DAB.
When Launched 24th June 2008
Measurement Rajar - first survey results October 2008
NME is a respected, world renowned iconic music brand with a level of awareness and heritage that’s second to none
NME Radio delivers all that has made the brand so successful but in audio form
NME Radio – a thirst for music• music intensive and presenter-driven• playing the best of new and cutting-edge music• balanced with familiar tracks• incorporating sub-genres of alternative rock and dance• more proactive than other commercial stations • targeting an audience with strong appetite for discovery • designed for those who discover their music on-line and through file-sharing
TalentTalent
Chris Martin
Edward Adoo
Nick Luscombe
Claire Sturgess
Ben Osbourne
Neil Cole Paul Stoakes
Alex Miller
Programming ScheduleProgramming Schedule
Time Mon Tue Wed Thu Fri Time Sat Sun
7-10amBreakfast with Claire Sturgess - getting you ready for the day ahead with
the best indie alternatives, past and present8am-12p
m
Sarah Kerr with music news, gig guides, festival updates and the best indie alternatives past and present
10am-1pmNeil Cole brings you music news, gig guides and festival updates along
with the best indie alternatives 12-4pm Neil Cole Iain Baker
1-2pm The request hour with Neil Cole
2-3pm The Afternoon Lounge – Music to digest 4-8pm Claire Sturgess Chris Martin
3-7pmIain Baker presents you with live sessions, interviews, music news,
reviews and discussions, along with the best indie alternatives
8-11pm
Electric Nation Edward Adoo
presents a journey showcasing dance,
electronic and urban beats with
the latest club news, listings and
guest mixes
FlomotionNick Luscombe
delivers modern
electronic music, from
deep house to dubstep plus
guest interviews, club and live music
updates
7-11pm7-10pm
(Fri)
Chris Martin brings you up to date gig guides, festival updates along with the best indie alternatives past and
present
Ben Osborne presents Slipped Disco, a
wonky look at the dance
floor with added
wobble.
11pm-7am10pm-8am
(Fri)
Thirst For Music - NME Radio brings you the best overnight indie alternatives
Promotional PlanPromotional Plan
In h
ouse
inve
ntor
y
Monday 9th June2 hr pre recorded showRicky Gervais
2 wks Prior: Stunt
Launched: 24th JuneSatellite, Cable. Online,
ATL Online
1 wk Prior
Launch wk
NME
ATL is targeted to core audience
Social Networking, Ticketing and FestivalsSocial Networking, Ticketing and Festivals
First Track Voting PageFirst Track Voting Page
• Generated over 3.4 million votes• Hit an all time high with 400,000 page impressions in just one day• More page impressions than the home page and the photo section of NME.com!
Bespoke OpportunitiesBespoke Opportunities
Branded ContentBranded Content
Live EventsLive Events
Exclusive ContentExclusive Content
Multi PlatformMulti Platform
Huge, PR-able PartnershipsHuge, PR-able Partnerships
Commercial OpportunitiesCommercial Opportunities
Year Reach Hours (000’s)
1 295,000 1,180
2 396,000 1,758
3 511,000 2,252
4 633,000 2,816
5 755,000 3,429
Audience PredictionsAudience Predictions
Audience PredictionsAudience Predictions
Source: Rajar Q1 2008, NME estimates
Reach 000’sReach 000’s Hours 000’sHours 000’s
