In development for more than a year, the new portfolio structure reflects Bauer's investment in developing more relevant programming and increasing personalised interaction with its 13 million listeners in the UK. Bauer's research into how and why audiences engage with its 42 local, regional and national stations has led it to align its radio offering around audience clusters with similar motivations and behaviours. This has resulted in 2 portfolios, Bauer Place & Bauer Passion.

Reach and engage directly with your audiences through a mix of interests and geographic locations

Stations in the Bauer Place portfolio deliver relevant local programming & unite listeners in the places they live. Bauer Place is big in all the right places, as commercial market leader in 20 of 21 markets, including London, Manchester, Liverpool, Glasgow & Belfast. Bauer Passion portfolio is the home of passionate, iconic brands dedicated to music & lifestyle. Uniting listeners around their interests, the portfolio includes dance station Kiss, rock brand Kerrang!, iconic music brand Q, celebrity brand heat & the UK's biggest commercial digital station, the hits.

Bauer Place and Passion are brand new portfolios available to advertisers.

The new portfolios will give marketers the freedom to create customised advertising packages utilising the individual portfolios, or a combination of both, depending on the objectives of the campaign. Brands seeking to engage and appeal to consumers emotionally will find value in the Bauer Passion Portfolio, which appeals on the basis of lifestyle choice. Alternatively, Bauer Place will offer brands the chance to engage personally with loyal, local communities in specific geographical locations.