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Simon Mayo Credit: Marco Vittur/Scala “I knew the Mood Mums would come up,” laughs Simon Mayo. “I haven’t heard the concept mentioned for three years and I’m very happy about that.” I’ve just asked the former Radio 1 and Radio 2 DJ what he makes of the BBC’s drive to win listeners among “family-oriented women aged 35 to 44”, who are big fans of commercial stations with familiar, reassuring playlists like Heart, Smooth and Magic FM. “Look, marketing executives and all those people talk in that language, and the whole thing leaves me cold,” he says. “Here’s the way I approach every show I do, and it’s very kind of old fashioned: I want everyone to listen.” ....
Meet the boomers taking on the BBC and launching a radio station for their generation As Radio 2 shifts towards a younger audience, a group of industry veterans has created a new platform that speaks to people just like them David Hamilton will be broadcasting from his home in Sussex Credit: Christopher Pledger for The Telegraph Baby boomers have found themselves increasingly dismayed when tuning into BBC Radio 2, the station that used to be theirs of choice. Time was when Terry Wogan would greet them in the morning with music from the likes of the Rolling Stones, Elton John and Queen. But Wogan gave way to Chris Evans, who in turn has passed the mic to Zoe Ball. And with each generation, there has been a change in sensibility. This month, the logic behind the move emerged: Radio 2 is trying to target ‘Mood Mums’, lower-income women in their 30s. ....
A breath of fresh air time: Graham Dene kicked off Boom Radio Credit: Handout Boom Radio believes it is at the forefront of a quiet listening revolution. Targeted at the country’s 14 million ‘Baby Boomers’ (approximately those born between 1945 and 1963), the station aims to serve a generation who have been abandoned both by mainstream commercial stations and by BBC Radio 2 which is now trying to attract ‘Mood Mums’, a term given to women between the ages of 35 and 44 who are time-poor and family oriented. The new station began its broadcast with a statement read out over the woozy organ of the Beatles’ Strawberry Fields Forever: “You are the original influencer, your generation moved from Instamatic to Instagram, Mac Fisheries to Matalan, Dan Dare to Danny Dyer, into the Common Market and back out again.” It concluded: “You’ve lived through a lot and you’re still busy living.” It seemed to be a gentle reprimand to the stations that have given ....