Ken Bruce warns Radio 2 against trying to be 'cool'

In a recent development, veteran DJ Ken Bruce has issued a cautionary message to Radio 2 following a significant decline in listenership by a million. Bruce, who hosted the Radio 2 show for over 30 years until his departure in March 2023, expressed concerns about the station's attempts to rebrand itself as "cool," emphasizing the importance of maintaining a clear distinction between Radio 1 and Radio 2. He highlighted that Radio 2 should cater to an audience aged 35 and above, rather than trying to appeal to younger demographics. The 73-year-old DJ's departure from Radio 2 coincided with a rise in listenership for Greatest Hits Radio, which experienced a substantial increase in its average audience over the past year. Bruce's move to the commercial rival station was followed by a surge in listeners, indicating a shift in audience preferences within the radio landscape. Despite the decline in Radio 2's listenership, the station remains the UK's most popular radio station with 13.2 million weekly listeners, targeting an audience aged 35 and above. Bruce's departure from Radio 2 was met with mixed reactions, with the DJ expressing frustration over the directive to play new music constantly during his show. He emphasized the importance of balancing new music with old favorites to cater to Radio 2's audience preferences. Additionally, Bruce's decision to join Greatest Hits Radio resulted in a significant increase in listeners for his slot, while his Radio 2 replacement, Vernon Kay, experienced a decline in audience numbers. As the radio industry continues to evolve, Bruce's comments shed light on the challenges and dynamics faced by traditional radio stations in adapting to changing audience preferences. The ongoing debate surrounding Radio 2's approach to programming and audience engagement underscores the need for stations to strike a balance between innovation and catering to established listener demographics. With the radio landscape evolving rapidly, the future direction of Radio 2 and its competitors remains a topic of interest and scrutiny within the industry.