Times Radio and Boom Radio have completed a six-week on-air promotion designed to introduce each station’s listeners to the other.
The arrangement ran throughout June and into July, with both broadcasters carrying adverts and promotional messages for their partner station.
Times Radio used the campaign to highlight Boom Radio’s music from the 1960s and 1970s, while Boom promoted Times Radio’s live news, discussion and analysis.
Both stations were created within 12 months of each other and deliver their output through digital platforms, although they serve listeners with different programming.
Tim Levell, programme director of Times Radio, said the stations had identified separate gaps in the radio market for listeners who felt their needs were not being met elsewhere.
Tim said: “Live, intelligent news and analysis all day every day in the case of Times Radio. Enjoyable and memorable sounds from the 60s and 70s in the case of Boom Radio. Letting our respective listeners know about each other seems a no-brainer.”
Phil Riley, chief executive officer of Boom Radio, described the arrangement as a partnership between two independent operations.
Phil said: “Speech radio listeners occasionally want to hear great music, and music radio fans do occasionally want to catch up on news and current affairs. So we think cross-promoting each other is a win-win.”
