BBC Radio WM listening figures hit new low

The number of people listening to BBC Radio WM has fallen by 210,000 a week over the last six years, a record low.

The station, which celebrates its 40th anniversary this month, had 400,000 listeners at its peak in 2004.

However, the figures slumped to 190,000 during the six months from April to September this year. Big names including drummer Bev Bevan and ex-TV presenter Joanne Malin failed to halt the slide. It now has an audience reach of just eight per cent and a market share of 4.6 per cent.

Other Midlands stations are faring better in comparison, with Heart West Midlands recording 769,000 listeners and a 22 per cent reach, while Smooth West Midlands has 375,000 listeners and a 10 per cent reach.

Keith Beech, managing editor of BBC WM, said today: "Of course the loss of listeners is disappointing and should be taken in the context of nearly all other local radio stations in the West Midlands region also losing listeners.

"It is a tough market and fewer people are listening to local radio services now than they were one year, two years and five years ago.

"BBC WM is the only radio station that provides West Midlands listeners with a comprehensive local speech service with the emphasis on news and sport.

"It continues to deliver quality local radio broadcasting, particularly in our original journalism and coverage of key events such as the General Election and the Pope's visit to Birmingham earlier this year."

There was a big shake up at the station last year, when veteran broadcaster Les Ross left the station and rock star Bev Bevan was brought in.

Ross, who was voted DJ of the Year in 1965, left his afternoon show at the station on April 6 after four years. The 2 to 4pm show was taken over by Danny Kelly.

By Sally Walmsley