The first stations to have the new websites include London-based Magic 105.4, Manchester station Key 103 and Glasgow's Clyde1,. The consistent design will be rolled out across all Bauer's 42 radio stations.
The sites will enable individual station editorial teams to offer more local content, while the consistent design offers national advertisers the chance to reach Bauer Media’s national online listenership through a single campaign and execution.
New advertising opportunities include full-page takeovers and an extended video offering, while the platform will simplify the sale process for agencies wanting to buy campaigns across all the websites or in particular regions.
The new websites were a collaborative project between Bauer Media's design and development team in Manchester, and the London Radio online team.
Iain Clasper, development director for Bauer Radio, said: "Online audiences are vital to Bauer's growth and our new sites will allow us to take another major step in connecting audiences with compelling and bespoke content, which reflects our on air commitment."
Bauer Media's portfolio of radio stations has an average weekly reach of 13.3 million, according to the Rajar figures for Q3 2010. However, a spokesman said Bauer Media’s radio offering online reached more than 1.4 million people every month.
Bruce Mitchell, head of digital for Bauer Radio London, said: "UKOM/Nielsen data shows a Bauer Radio user views more pages, more times in a month and spends longer on our websites, than most other commercial radio sites.
"Our objective is to drive this reach higher through content that connects with audiences across the country."
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