2 MINUTES WITH: Scott Solder, programme director, LBC 97.3FM

PRWeek caught up with Scott Solder of LBC 97.3FM this week to investigate the station's recent rebrand.

LBC 97.3FM has undergone a ­rebrand. What has changed?
Most speech-radio stations focus on current affairs and news, but we’ve moved away from this format to reflect the real conversations people have. Our talk is entertaining.

Tell us about the new programmes
Our new lunchtime slot on Monday to Fridays from 1-2pm is called ‘the show that could change your life’. Hosted by Jim Davis, it focuses on personal development, which I believe is the zeitgeist of 2007. Our Drivetime show is presented by Paul Ross from Monday to Thursday and the come­dian John Holmes on Fridays. I am also introducing a new female show, which is young, vibrant and interactive, on Saturdays from May. Our showbiz editor Jo Parkerson will host the show, although it is not about celebrities.

What do you want from PROs?
My big shout is that the days of PR puff are over. It is no longer enough to send out a standard press release and hope to get coverage. Our station is based on people and their stories; we don’t want experts – that is old-style LBC speech-radio. The way to my heart is to give us human stories, entertainment, clever angles, case studies, and to use humour wherever possible.  

Please define your audience

Our demographic is 35 to 55-year-olds, with the average age being 39. Our listeners are smart Londoners who enjoy conversation and our station is their forum. We have a high level of engagement and loyalty with our listeners because the most memorable moments of your life are rarely songs but conversations.

How do you prefer to be contacted?
Contact me via email and I can pass it on to the relevant show’s producer.

Listeners 650,000
Frequency 24/7
Owner Chrysalis Radio
Contact E scott.solder@lbc.co.uk

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