Macquarie Radio will discontinue its failed talking Lifestyle format as of March 30.
Talking Lifestyle was launched in September 2016 on 2UE Sydney and replaced Melbourne’s Magic music format in February 2017 on as a bookend to the network’s successful 2GB/3AW shock jock talk format.
From day one ratings have been disastrous for the stations. As an example Magic’s last survey in 2017 registered a 2.9 share of the Melbourne market. Talking Lifestyle last survey of 2017 registered a 0.3 share. (FYI: Radio survey’s can have a 1% margin of error).
The Talking Lifestyle direction surprised the radio industry. The format as simply of a Lite version of their main shock jock brands. For it to work it would need to suck audience from the main station which defeated the purpose of it existing in the first place.
Also the Magic formula, while not doing anything sensation ratings-wise, was consistent and cost-effective. Talking Lifestyle, with its high profile presenters, was an expensive experiment.
The new sports format will be in place for the start of the Commonwealth Games on April 4.
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