The Telegraph is having fun with some Radio 2 strategy plans from days of station boss Lewis Carnie and Director of Radio, James Purnell.
The average age of a Radio 2 listener is 53, but the strategy was to shift presenters and music policy to attract "Mood Mums" - "less well-off" women in their 30s and early 40s, "time-poor, family orientated, put children first and are tight for money" - by replicating the “upbeat” music found on commercial offerings such as Heart and Magic.
Apparently this demographic likes Rylan Clark-Neal. Playlists have been revamped as a result of the new policy, with more songs from 80s and 90s. The policy of ditching stuff for oldies seems to have been continued by the station’s new controller, Helen Thomas, dropping Bill Kenwright (75) and hiss Golden Years and Clare Teal (47) and her Swing and Big Band Show.
This week's "New Music" playlist on Radio 2, featured throughout the Ken Bruce (70) Show.
Gary Barlow (50) Feat. Beverley Knight (47) - Enough Is Enough
Harry Styles (27) - Treat People With Kindness
Jason Derulo (31) Feat. Adam Levine (41) - Lifestyle
Jubël - Weekend Vibe
Marisha Wallace (35) - Faith
MAX (28) Feat. Suga (27) - Blueberry Eyes
Passenger (36) - Sword From The Stone
Skerryvore - You & I
Steps - (average age 44.6) To The Beat Of My Heart
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