The Insider: Magic 105.4.

Magic 105.4's sponsorship of Simply Red's forthcoming concert in London's Regent's Park will be the first time in its history that the Emap-owned London station has sponsored a live event. However, as Magic looks to maintain its position in the competitive London radio market, programme director Richard Park hopes the event will be the first of many new partnerships.

Simply Red perform the one-off show in Regent's Park's open air theatre on September 9, a live date which Park says was guaranteed to resonate with Magic listeners. "We had an opportunity to work with Visit London in presenting an outstanding and highly appropriate act for the Magic audience," he says. "I hope it will develop into a series in the future."

Placed first in the London radio market, Magic 105.4 has a target demographic of 25- to 54-year-olds and boasts a total audience of 1.8m listeners. Park says meeting the expectations of its audience is vital for the station's ongoing success. "Consistency is our key weapon in the London commercial market place," he explains.

Over the past 12 months, Magic 105.4's website has come to play an increasingly important role in developing the station's interaction with its audience. "Our Magic 105.4 website has become a vital organ," says Park. "I would describe it as an essential lifestyle site. Online is a friend not a foe."

Park adds that tailoring its offering to London listeners is another part of staying ahead of the game ...