Bauer Radio loses its Mojo


Bauer has decided to pull the plug on one of its magazine-branded digital radio stations, Mojo Radio, at the end of this month.

The station, which launched in 2003, is only available on digital TV. Unlike other Bauer magazine stations such as Heat and Q, Mojo is a non-stop music jukebox with little in the way of editorial content.

Bauer drafted in former 6Music programmer Ric Blaxill last year to relaunch its digital stations in closer collaboration with the magazine journalists.

It’s proved successful so far – with Heat Radio up 11 per cent year on year to 458,000 listeners.

“We had to make a very difficult choice where the resources should go and decided they were best going into building the other parts of the portfolio,” Bauer Radio MD for national brands Mark Story told MediaGuardian.co.uk

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