Media: The audience won, and the next targets

This week's audience figures for the fourth quarter of 1993 explain why Classic FM seeks growth in Europe. It's UK audience seems to have reached a near plateau as it's share of listening edged up from 2.8 to 2.9 per cent. The channel has established an adaptable musical formula plus a profitable business niche, with advertising growth potential. Research also shows that commercial radio is no longer a preserve of use: middle-aged people eagerly switch on to a range of stations, so investment in new programming is required - and Classic FM has the advertising revenue to pay for it.