One radio buyer described the strategy, which was introduced in January 2006, as fundamentally flawed. He added that it was no longer appropriate for Capital to maintain its premium price positioning now it is only the fourth-biggest London station by listener numbers. Another radio director said the strategy is based on the misguided assumption that fewer ads means more listeners, and has harmed its trading flexibility.
Five years ago Capital was the top London radio station, with a 10.2% market share and 2.76m listeners. The latest Rajars, for the second quarter of 2007, reveal it is behind Magic, Heart and Kiss.
Fru Hazlitt, managing director of Capital's parent, GCap London, declined to comment.
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