As the year winds down, ARN’s chief content officer, Duncan Campbell, sat down with Mediaweek to discuss the network’s key milestones from 2024, trends in the radio industry, and priorities for the future. While 2023 marked ARN’s best year to date, Campbell reflected on 2024 as a year of solid achievements and strategic movements that lay the groundwork for a strong 2025.
A year of highlights
Among the network’s most notable successes was WSFM’s surge to the number one spot in Sydney’s overall radio ratings. The station’s rebrand to Gold 101.7, scheduled for next year, is expected to bolster its appeal among listeners and advertisers alike. “WSFM carries a lot of heritage, not all negative, but some baggage,” Campbell said. “The rebrand will re-energise the station and bring top-of-mind awareness, particularly among younger audiences aged 40 to 49.”
Elsewhere, KIIS 106.5’s consistent strength and the enduring dominance of Kyle and Jackie O cemented ARN’s leadership in Sydney, while Perth’s 96FM claimed the top spot for three surveys this year. ARN also celebrated the steady growth of Mix in Adelaide, highlighting the network’s strong foothold across key metro markets.
The evolution of listener behaviour
Reflecting on broader industry trends, Campbell said there’s been a shift in audience preferences driven by challenging economic conditions. “Historically, when times are tough, people gravitate toward familiarity,” he said. Stations like WSFM, Smooth, and Mix benefited from listeners seeking feel-good, nostalgic formats. “It’s about providing relief—songs they know, shows that make them happy.”
This behavioural shift, Campbell said, highlights the importance of investing in talent. “The connection audiences have with personalities like Jonesy and Amanda, or Kyle and Jackie O, is incredibly powerful,” he said.
Innovating for the digital age
As ARN looks to the future, driving digital listening remains a top priority. The network plans to expand its presence on iHeartRadio through the development of sub-brands for its flagship stations, offering genre-specific content such as comedy, sport, and news. “It’s about building ecosystems around our primary brands,” Campbell explained. “For example, if you’re a Gold fan, you can listen to Gold on FM, DAB, and iHeart, but also explore Gold Football or Gold Comedy.”
The network is also ramping up its podcasting strategy, including localised news content and long-form formats. Campbell highlighted the potential for advertisers to target niche demographics through these specialised streams, enhancing engagement and accessibility.
Challenges and opportunities
While acknowledging the tough economic cycle impacting the media landscape, Campbell expressed optimism about radio’s resilience. “The industry is evolving. Yes, there’s competition from platforms like YouTube and Spotify, but they’re complementary rather than direct competitors,” he said. The focus, Campbell believes, should remain on fostering audience loyalty and exploring innovative formats that adapt to changing consumption habits.
The Kyle and Jackie O show’s Melbourne expansion represents a significant challenge for ARN heading into 2025. Campbell noted the importance of rebuilding perceptions and tapping into lapsed audiences. “It’s going to take time and consistent delivery of strong shows that reflect the DNA of the brand,” he said.
A positive outlook
As ARN prepares for 2025, Campbell emphasised the importance of optimism. “Radio has always evolved, and it will continue to do so,” he said. From integrating video content to diversifying digital offerings, ARN’s vision for the future reflects a commitment to innovation while staying true to its core values.
“The connections our audiences have with radio personalities are unmatched, and that’s our strength,” Campbell concluded. “The future is positive—it’s up to us to drive it forward.”