- by Jochen Lukas, Partner & Consultant at Brand Support30% core share, 27% daily reach and 47% weekly reach in Zagreb - Antena Zagreb continues its amazing success story with another ratings record! Only 1 1/2 years after its launch, Antena Zagreb dominates the Zagreb radio market and is now with 10.3% core share less than 1% behind the number one in share in the total country of Croatia - as a 'wider Zagreb only' city station. Congratulations to the Antena Zagreb team! You are doing a great job!
So far the facts. But the big question always is: why are some stations so successful? As a consultant you have the great privilege to experience many stations from the inside. The interesting thing is that often you can immediately 'feel' the success factor when you go in. You hear people laughing and discussing, you see open doors, see guitars, toys and lots of pictues on the walls. You come in and someone immediately wants you to listen to something they did. Maybe completely 'out of format', but let's listen. You realize that there is a bunch of people who LIVE their station and create a spirit of creativity and motivation. And I am 100% sure that the listeners outside catch that spirit.
Now getting back to Antena Zagreb, let me give you one example. Goran, the 'creative animal' of Antena Zagreb, wrote the following to me:
"So we have a problem here because journalists/newspapers/portals often say RADIO ANTENA. Which isn't true because we are ANTENA ZAGREB, right?
So far the facts. But the big question always is: why are some stations so successful? As a consultant you have the great privilege to experience many stations from the inside. The interesting thing is that often you can immediately 'feel' the success factor when you go in. You hear people laughing and discussing, you see open doors, see guitars, toys and lots of pictues on the walls. You come in and someone immediately wants you to listen to something they did. Maybe completely 'out of format', but let's listen. You realize that there is a bunch of people who LIVE their station and create a spirit of creativity and motivation. And I am 100% sure that the listeners outside catch that spirit.
Now getting back to Antena Zagreb, let me give you one example. Goran, the 'creative animal' of Antena Zagreb, wrote the following to me:
"So we have a problem here because journalists/newspapers/portals often say RADIO ANTENA. Which isn't true because we are ANTENA ZAGREB, right?
Now we are sending them a video with our hip-hop-like song with lyrics:
Dear journalists, always same fuck up.
Dear journalists, always same fuck up.
It's not Radio Antena, but Antena Zagreb!
(In Croatian it rhymes.)"
Watch the clip. Feel the spirit. Just 10 seconds, even 'not in format' - but I am convinced that these 10 seconds tell a long story. And I believe you understand what I meant above by saying some people LIVE their station.
Watch the clip. Feel the spirit. Just 10 seconds, even 'not in format' - but I am convinced that these 10 seconds tell a long story. And I believe you understand what I meant above by saying some people LIVE their station.
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