According to a source close to Bauer, the company has identified a gap in the commercial radio market for "male listening" and is exploring that opportunity at the moment. It is understood that Bauer Radio's plans are at "the drawing board" stage.
"It is very interested in creating a male radio brand," said the source. "Bauer knows it has brands such as FHM, and its content could be transformed into material for the radio.
"The station would probably source content from a number of its male-slanted magazine brands."
However, the source added that Bauer's current focus remains on the relaunch of Q Radio this month and the debut of Closer radio on Freeview.
Dee Ford, Bauer Radio Group managing director, said: "Bauer deliberately bought both the [Emap] radio and consumer magazine portfolios as it definitely intends to continue the brand extensions between those groups."
She added: "We are looking all the time to see what would work next and where the holes are. It's a rolling project that looks across the whole portfolio."
Jonathan Barrowman, head of radio at Initiative, said the launch of a male-skewed station would balance Bauer's portfolio.
"It's encouraging that new formats are being developed as that's what was meant to come out of more consolidation as opposed to cost-cutting measures," he said.
Howard Bareham, head of radio at MindShare, also believes agencies would welcome the launch of such a station.
"At the moment in the commercial radio sector, the only station with a pure male-targeted output is TalkSport," he said.
"Presumably this creation of Bauer's would be a mixture of speech, music and male-focused features. Currently, there is no equivalent from a male-lifestyle point of view."
Cathy Lowe, head of radio at PHD, said the challenge for Bauer would be in establishing the station's content line-up.
"There is a gap in the market for it, as most radio stations target females because they are more loyal," she added.
"It is very interested in creating a male radio brand," said the source. "Bauer knows it has brands such as FHM, and its content could be transformed into material for the radio.
"The station would probably source content from a number of its male-slanted magazine brands."
However, the source added that Bauer's current focus remains on the relaunch of Q Radio this month and the debut of Closer radio on Freeview.
Dee Ford, Bauer Radio Group managing director, said: "Bauer deliberately bought both the [Emap] radio and consumer magazine portfolios as it definitely intends to continue the brand extensions between those groups."
She added: "We are looking all the time to see what would work next and where the holes are. It's a rolling project that looks across the whole portfolio."
Jonathan Barrowman, head of radio at Initiative, said the launch of a male-skewed station would balance Bauer's portfolio.
"It's encouraging that new formats are being developed as that's what was meant to come out of more consolidation as opposed to cost-cutting measures," he said.
Howard Bareham, head of radio at MindShare, also believes agencies would welcome the launch of such a station.
"At the moment in the commercial radio sector, the only station with a pure male-targeted output is TalkSport," he said.
"Presumably this creation of Bauer's would be a mixture of speech, music and male-focused features. Currently, there is no equivalent from a male-lifestyle point of view."
Cathy Lowe, head of radio at PHD, said the challenge for Bauer would be in establishing the station's content line-up.
"There is a gap in the market for it, as most radio stations target females because they are more loyal," she added.
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