ARN’s Duncan Campbell On Its “Struggling” Brekkie Show (And More)

ARN’s Duncan Campbell On Its “Struggling” Brekkie Show (And More)
SHARE
THIS



Australian Radio Network’s head of content has vowed to give KIIS 101.1’s breakfast show “as long as it takes” despite it failing to gain any traction so far with listeners.

Speaking to B&T, Duncan Campbell said that while Jase & PJ has been delivering strong content that’s on target, the show is “struggling” to become familiar with listeners.

The Kiwi radio duo was brought this year to replace Matt Tilley and Meshel Laurie, but haven’t performed well so far in the radio ratings, having gone for three straight market share losses before a measly 0.1 per cent rise in the latest survey.

Jase & PJ

Jase & PJ

“The problem with Jase & PJ is that people don’t know them – that was always the challenge with this strategy, that the audience was going to have to get to know them, and that was going to take time,” Campbell said.

“We’re not blinking at all with that show. We’ll give the show as long as it takes for the audience to get to know them, because once they do get to know them, the chemistry and the content is there.

“We’ve got some very heritage-driven breakfast shows and they’re trying to make their mark in that. We’re also trying to create a level of familiarity within a very crowded place from a marketing perspective.”

Campbell said ARN plans to up the ante on its marketing strategy for Jase & PJ in the coming months.

The Melbourne duopoly dream

Of course, Jase & PJ hasn’t been the only new radio show added to ARN’s roster in 2018 as part of the network’s goal to have a Melbourne duopoly just like in Sydney with KIIS 106.5 and WSFM.

Christian O’Connell has been brought in as a replacement for axed brekkie team Jo & Lehmo on GOLD 104.3, and had a solid who had a solid ratings debut in the most recent survey, which has given Campbell confidence in the future success of the show and the station.

Christian O'Connell

Christian O’Connell

“Even though it’s only been one survey, for him to be introduced to the GOLD audience and to get some traction early is a real positive sign,” he said.

“It’s still early days, so we’re not going to get too carried ahead of ourselves, but GOLD is a strong station, and for him to be from overseas and to have a very different style, and for the audience to connect with that style early on has surprised me and is fairly impressive.”

Meanwhile, ARN’s new drive team across the KIIS network, Will & Woody, has been a bit of a mixed bag in terms of its ratings across the different markets.

Campbell said the duo’s performance has been decent since joining ARN from rival Southern Cross Austereo, but some tweaks still need to be made to the show’s content.

Will & Woody

Will & Woody

“Like all new shows that people don’t know, you have to make sure that the content is targeted to those people, and I think sometimes there’s a risk in assuming that everyone loves the shows,” he said.

“It’s more of a long game than historically it would have been because it’s a case of building familiarity, and you’ve got to create content that makes the audience care about the show.

“Four surveys in, the performance has been good, but we want it to be excellent.”

Making amends with Jo

Earlier this year, sacked GOLD 104.3 brekkie host Jo Stanley claimed she wasn’t given a reason for being let go, and demanded an explanation from Campbell, who at the time said he had “reached out to her”.

ARN’s content boss was kind enough to provide an update on his contact with Stanley.

Jo Stanley

Jo Stanley

“I did make contact with Joe, and we had planned to meet. That didn’t happen for various reasons, and I took some leave for about a month, and then we just haven’t reconnected again,” he told B&T.

“There was no issue about meeting up – in fact, we coordinated a time and a date, and that changed at the last minute unfortunately.”

Please login with linkedin to comment

ARN Australian Radio Network Christian O’Connell Duncan Campbell Jase & PJ Jo Stanley KIIS 101.1 Will & Woody

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]