While digital radio continues to make inroads into the media landscape, in a stroke of retro genius Bill Caralis has lured possibly Australia’s most analogue announcer back on air. John Laws plugged his golden microphone in today at 2SM’s Sydney studios to begin broadcasting to the Supernetwork stations after 2 years in retirement.
It’s strange marriage that just might work. Certainly Laws has nothing to lose in this comeback. 2SM isn’t currently surveyed in Sydney after last being measured at a sub-1% audience, so it will be a long time before anyone can actually determine whether he’s pulling an audience. If they decide to re-join the ratings race any increase will be seen as a victory…and surely they can rate more than “margin of error” with Laws on the roster.
The bigger win will be across Caralis’s regional AM network where ratings have slipped in the morning shift over the last two years. There’s a strong chance the return of Laws will produce a lift in ratings, even if the average audience will as old as the man himself (75).
However you suspect this game isn’t about ratings, but rather network sponsorship deals. And Laws has always been good for sponsors. Supernetwork sales teams should be rubbing their hands together for a while now as they bask in the warm glow of the golden mic.