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Radio
The Mondadori entered the radio sector in January 2005 with the acquisition of Radio 101 One-O-One, a national radio network with a 30-year history of success, Italy's first commercial broadcaster, creating the basis for further expansion in a sector consistent with the Group's diversification and development strategies. The activities of this new business area have been concentrated in the company Monradio, under managing director Carlo Mandelli, with the aim of developing Mondadori's presence in the radio sector, focusing on achieving perfect integration and exploiting synergies with the Mondadori Group's other business divisions - Magazines, Retail, Books - and the various company's of the Group.
The relaunch programme was developed, starting in the spring of 2005 in a number of phases: from the change of name to R101 to the revision of the music format, now aimed at an adult audience, and a new structure for the entire schedule, also thanks to the inclusion of some well-known personalities from the entertainment world such as Gerry Scotti (who in 2007 was appointed chairman of Monradio), Marco Balestri, Federica Panicucci and many others. The invaluable contribution of Gerry Scotti includes the creation and presentation of new and appealing radio formats that he delivers on air himself.
launch and the development of the station have been sustained by intense and constant communication efforts that have exploited a range of national and local media with TV, print and poster campaigns, as well as a range of events.
2008 saw the launch of 5 thematic web radio stations (music from the 80s, 90s, contemporary music, non-stop music and Rugby Radio) on the R101 web site that maintains a significant level of traffic (more than 250,0000 unique visitors and around 3 million page views per month).
At the same time, the ongoing acquisition of frequencies has enable the station to strengthen its reach across the country and seen coverage rise from an initial level of 56% to around 90% at the end of 2008. These activities have resulted in a continuous and significant increase in the audience. In particular, R101 has seen an increase in listeners from a daily average of 775,000 in the first half of 2006 to 2,100,000 in the second half of 2008. The figure - across 7 days - of more than 8,400,000 listeners, confirms R101's position among the top 6 commercial radio stations in Italy. In line with initial forecasts, 70% of R101 listeners are concentrated in the 25-54 age range, of which 46% are women and 54% men.
R101 aims to strengthen its position also on the radio advertising front, which in recent years has seen significant revenue growth. The dedicated sales network, that operates within the context of Mondadori Pubblicità, generated 2008 revenues of more than €22 million, with an increase of 25% on the previous year.