It was in December 2016 radioinfo’s Peter Saxon forecast Magic 1278 would take on 2UE’s Talking Lifestyle format after it axed pretty much all its staff – (for the second time in two years).
Peter also suggested other stations would follow.
“Word is as will Brisbane’s Magic 882, from next February (2017),” he wrote.
“It was a purely commercial decision by a commercial network operator.”
Macquarie Media Limited has now confirmed plans to bring 2UE’s Talking Lifestyle format to Melbourne and Brisbane with COO Adam Lang confirming with radioinfo, the date is February 27th.
“This format, launched on Sydney 2UE in September 2016, is already generating earnings growth to the network, and will be launched in the Brisbane and Melbourne markets in late February 2016,” MRN Chairman Russell Tate said in a statement to the ASX.
The confirmation comes as MRN announced financial results for the half-year ended December 2016.
Although first quarter revenues did fall just short of prior year levels, Tate did say the network was able to lift second-quarter income.
“We are hopeful of maintaining the second quarter revenue trend across the second half of the financial year.”
Well picked Peter. I'm not sure the lifestyle format will work on 882. The last time it went talk in the early 90s it failed to win listeners. Since then I'd argue Brisbane has even less appetite for a 2nd commercial talk station, even if it is "lifestyle". 882 had much success programming "true" easy listening in 1996, in conjunction with TV ads. Advertising of the station has all but disappeared in recent years. This will be an interesting experiment, but at the risk of station heritage.