ADVERTORIAL
Newstalk managing editor Eric Moylan explains why talk radio is set to attract more listeners
Lead, don’t follow. Since Newstalk’s inception in 2002, that has always been in the station’s DNA. It is the mantra behind the development of our new schedule that launched at the start of February and puts in place the building blocks for growth and increased audiences into the future.
The ambition is to enhance the very best of Newstalk; discussing topics that truly matter to the listener and taking our lead from them, not being afraid to take risks or ask tough questions, entertaining, provoking and being there as a companion when you need us. In short, creating conversation that counts.
Challenging
While Newstalk production teams are acutely aware of the audience and serving their needs, and challenging them too, the media landscape today has undoubtedly shifted significantly from even five years ago. Quality content that informs, entertains and engages will always be central to what we do but delivering in a way that works for the audience in 2026 is critical to success.
In an era of mis and disinformation, creating a morning show that brings you up to speed and sets the listener up for the day in a trusted, authoritative and informed manner is critical. The public are on the move, time poor and under pressure. Anton Savage is perfectly equipped to manage those demands while also being a witty and companionable host. As the presenter behind the most-listened-to weekend show the station has ever broadcast, the move to Newstalk Breakfast means there is already a significant and valued relationship between Anton and those who tune in.
Claire Byrne’s skills allow her to move from grilling a minister to discussing what should be in children’s lunchboxes
Bringing Claire Byrne back to Newstalk has been the most significant move in the industry since Pat Kenny joined in 2013. Having started her radio presenting career in Marconi House, Claire understands the station’s tone intimately. While Newstalk has evolved enormously since she departed, the practice of speaking with the audience in a way that is informal and accessible remains. Claire possesses an array of skills that allow her to move from grilling a minister to discussing what should be in children’s lunchboxes with ease and credibility. She connects with the audience where they are, be that on FM, digital or social media with her programme offering companionship and the type of analysis and context that is experienced in the very best of mid-morning programming.
The Hard Shoulder offers humour and respite but is erudite and illuminating
Perhaps the slot that has seen the most upheaval from a listening pattern since the turn of the decade is the evening drivetime programme. The Hard Shoulder was the first show in the national radio market to begin at 4pm, a move that has since been replicated elsewhere. The needs of a public who are increasingly bombarded with notifications and media throughout the day have changed. They want to be kept abreast of developments in the evening in a manner which is more relaxed and offers something a little bit different. Something that offers humour and respite but is erudite and illuminating. Ciara Kelly and Shane Coleman are perfectly placed to do just that. The duo has developed an unrivalled chemistry through five years of presenting Newstalk Breakfast that saw record numbers tune in the show. This next move is set to do the same.
Pat Kenny’s move to the weekend will prove significant
A seven days approach has been in place at Newstalk for the past year. This is about boosting the weekend performance which has traditionally lagged behind that of the Monday-Friday schedule. With ten of the twenty most listened to programmes in the country sitting on weekends, there exists a huge opportunity for the station. The decision of Pat Kenny to move to the weekend will prove significant and build further on the record market share which has been delivered. Having one of the best and most accomplished broadcasters ever to come from Ireland on weekends will have a significant impact and attract people to move the dial. Pat’s knowledge, ability to ask the right questions and connect with the public is unmatched and will lead to a new period of growth on Saturday and Sunday and deliver on the seven days plan.
Of course, putting the new schedule into place is only one element of this change, the most significant in the station’s 24-year history. Behind the scenes a complete root and branch refresh of editorial and production processes has led to new ways of working and the creation of new content teams, who bring fresh and alternative mindsets to existing shows. These changes are already proving hugely successful on programmes such as Lunchtime Live and Moncrieff which have seen new team members join and the tweaks being made to content and approach are already yielding very positive digital listening numbers. Newstalk is home to some of the very best editors, producers, researchers and journalists in the country who are driving the energy on air.
Campaign
The promotion of the new schedule and this exciting new era for Newstalk is, of course, central to growing the audience. A significant and widespread multi-phase digital, social media and marketing campaign is currently in place. This campaign has been led by our superb in-house team and it creates a new image for the organisation, one that is fresh, vibrant and reflects who we truly are. Combined with new station voice overs that are representative of Newstalk’s core audience, it creates a new, more appealing sound for the station that will lead to resonance and engagement.
2026 is set to be a great year for Newstalk but we are only getting started. There are several digital and on-air projects currently in development, which will disrupt the landscape further and create waves as we continue to reach audiences where they exist, serving them the content and programming they expect and want to engage with. Putting the Newstalk audience at the centre of all we do has been the core component of creating this schedule and will be the key driver of growth as we continue to innovate, lead and create great radio.
