B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Agency Scorecards
  • Pinterest
  • Anthony Albanese
  • AFL
  • AI
  • Meta
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: 2Day’s Dan And Maz: The Tough Lesson In Marketing to Gen Ys
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > 2Day’s Dan And Maz: The Tough Lesson In Marketing to Gen Ys
FeaturedMarketingMedia

2Day’s Dan And Maz: The Tough Lesson In Marketing to Gen Ys

John Bastick
Published on: 7th July 2015 at 4:34 PM
John Bastick
Share
3 Min Read
SHARE

Southern Cross Austereo’s chief content officer says the performance of all its breakfast shows in this morning’s radio survey results was promising and the upward bounce for struggling Sydney duo Dan and Maz was “marvelous”.

Speaking to B&T, Guy Dobson (pictured below) agreed that 2DayFM in Sydney had struggled – particularly in the breakfast timeslot – since the departure of Kyle and Jackie O to arch rivals KIIS in late 2013. However, he said the station’s tribulations weren’t borne from Gen Ys tuning out.

Guy Dobson
Guy Dobson

“Yes, we’re under no illusions, there’s still a lot of hard work to go,” Dobson said of the station’s national breakfast shows. “There’s green shoots there…  a lot of our breakfast shows around Australia are only 18 months to two years old and that’s an incubation period for breakfast shows, but we’re happy where it sits.”

Chasing a youth audience, are Austereo’s audience woes merely a reflection of most other brands trying to capture the illusive and fickle Millennial crowd?

“Do the under 25s still listen to (traditional) radio? Yeah, they do, absolutely,” he said. “The times for indices might be off slightly but… radio in Australia is still the number one device on which young people discover new music.”

Dobson cites many Australian radio stations huge salary spend on on-air talent as evidence of their commitment to attracting a Ys audience.

And so, are there any other hard and fast rules that radioland could regale to other marketers in attracting and retaining youngsters to a brand?

“I think it’s about having authentic content and making sure the brands in place where the fish are. Any brand knows you go fishing where the fish are,” he said.

“We’ve got a below the line plan that we use online and we’re about to step up using influencers a lot; whether they’re going to be effective moving forward only time will tell, but it seems to be the thing to do. And we still use a lot of traditional media; things like outdoor, backs of buses all still work.

“Keep in mind we’re an advertising medium ourselves. We have a (drive-time) show like Hamish And Andy who drag in all-comers.  It’s about making sure if you’ve got them in drive you can recycle them back to breakfast; that’s a big part of what you have to do.

“Stations, including us, have spent a lot of money on talent over the years making us relevant as a medium to young people. We’ve managed to remain relevant in Australia and (the youth market) remains very important to us in the Australian market,” he said.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Crowd Sourcing, london underground, Radio
Share
By John Bastick
Follow:
John Bastick has edited B&T since 2015, making him one of the title's longest serving editors. In that time he has overseen B&T's rise to fame and fortune. He is one of Australia's foremost authorities on all things advertising, marketing and media. Prior to editing B&T, John built a scintillating career as a pioneer in the highly successful Men's Magazine category.

Latest News

Mindshare & Kaimera Drive Off With MG Media Account After Incumbents Decline To Re-Pitch
18/07/2025
Jake Stringer flying up above his old club.
TV Ratings (17/07/2025): Jake Stringer Puts On A Show Against His Old Side
18/07/2025
Fever Tree Global Creative Account Goes To Pitch
18/07/2025
Where Did The Bookies Go? Rugby League 26 Launches Without Gambling Sponsors
18/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?