Ryan Rathbone: Leaning Over The Edge

CAPTION: Ryan Rathbone is National Content Director for the top rating music station, The Edge FM.

Ryan Rathbone was headed for Canadian radio, but detoured to New Zealand instead to take up an offer overseeing youth stations at MediaWorks. Rathbone later took over as national content director the Edge, a jewel in the crown for MediaWorks, the top-rating radio network nationwide.

The Edge FM breakfast teams a ratings winner,

Rathbone had given it a big makeover and the quarter three survey from GfK saw a big boost.“When you make change to a heritage brand you usually go down, not up, so it was a massive relief,” he said. The gods were on his side. The new GfK ratings system incorporated smaller provincial centres, which had been ignored in the past, and The Edge had an unrecognised big following. MediaWorks has been on the ascendancy lately in Auckland, taking audience away from NZME, which controls the other half of New Zealand’s commercial radio duopoly.

Three years after leaving his job programming 2Day FM in Sydney, Rathbone sees subtle differences in the two markets.

For the rest of the story. read Mediaweek: https://www.mediaweek.com.au/mediaweek-nz-profile-mediaworks-ryan-rathbone/

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