GMG Radio looks to licensing

A Licensing.biz product story

Edited by the Marketingweek Marketplace editorial team Apr 22, 2008

Licensing.biz has reported that the radio division of Guardian Media Group has hired Lazarus Media to develop its licensing strategy.

Media business services company Lazarus Media has been signed up as the exclusive brand licensing agent for GMG Radio, the radio division of the Guardian Media Group.

GMG Radio is one of the UK's leading commercial radio groups with 13 regional stations across the country operating under the Real Radio, Smooth Radio, Century Radio, Rock Radio and Jazzfm.com brands.

Lazarus will implement a comprehensive brand licensing programme, which will include branded CDs, DVDs, games and printed media, including partworks.

"We not only own many of the number one regional commercial stations across the UK and some of the strongest brands in radio, but our listeners are loyal and engaging and we want to extend some of this loyalty into products," said Sarah Bellamy, group digital director at GMG Radio.

Steve Lazarus, MD of Lazarus Media, added: "I am delighted to be working with GMG Radio".