Our target audience are people who aspire to professional and personal success. They are professionals, executives, investors and business-owners by day but they are also gamers, guitarists and soccer players by night. They work hard, but they play hard too. They tweet and they facebook, but they also meet up with friends over drinks.
Our surveys show that they are opinion leaders of their cohort group. They are worldly and confident, but they are not arrogant. They are knowledgeable, but still yearn to learn. They mainly listen to radio in their cars, but they also listen to radio through their iPhones and Blackberries. They are Baby Boomer CEOs, as well as 18 year old Gen Y-ers, united by programmes that they can learn from, from finance and economics, to health and music.
Our target audience prefer real over fantasy, they want to know the hard truth rather than the PR spin. They want to know both sides of the argument, but in the end, they will make their own judgement.
Interestingly, 70% of our audience are between 25-45, slightly skewed towards men, although most of our radio personalities are women.