100 not out for Mix

Staff Writer

It is always a nervous wait for the phone call from Nielsen Media Research with the survey results, although you would understand if the team at Mix 94.5 in Perth are usually less nervous than most. Perhaps that may be different tomorrow.

They have been number one for the last 99 surveys, so should they retain that position tomorrow, you would have to think there will be a signficant party planned.

(pictured left: the Mix team celebrate '80' surveys at number one 2 years ago)

In an article in The Australian today, Mix have discussed the milestone, Mix content director Russell Clarke commented 

"There's an element of pressure and then there's pressure we put on ourselves. We're driven to succeed but there's no doubt the possible milestone is on people's minds."

General Manager Linda Wayman said that the ability to maintain stability and consistency was a key reason for the station being so successful: 

"Some of the reasons are straight-up operational reasons, like the heritage line-up; moving into a new building five years ago; the constant alignment of the brand values; knowing who we are; and knowing that we have to stay local,"

"And we're about that sort of old-fashioned radio station, where being local and community reinforce each other."

"It's a safe station, which could sound boring but the other side of the heritage line-up is it might make it sound as though we can get complacent, but we're always looking to adapt and assess the potential pitfalls of being around for a long time."

Content Director Clarke says of the Perth market; "It's a very competitive city, certainly it's been a very unique radio station in a lot of ways. It's successfully pitched itself to be a really broad-appeal radio station, which is not an easy thing to do. Radio has become more and more niche but we've managed to be broad."

The Perth survey will be released tomorrow morning around 11am AEST.

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