The decision to use Kerrang as a radio station brand for music that overlapped but went further with the sort of music the magazine writes about was always a curious one, and finally someone seems to have spotted it. MediaGuardian are reporting the Bauer are thinking of changing the name to stop, frankly, putting people off:
Travis Baxter, the managing director of Bauer's Big City network of stations, said the Kerrang! Birmingham station had a committed audience but he was looking at ways of expanding its appeal. A change of name is one of the options being considered, he added.
"People think it is heavy metal. There are risks and opportunities with the name but we don't want to throw away what we have got," Baxter said.
A name unattractive to a general audience linked to a magazine that isn't doing as well as it was. Yes, you wouldn't want to throw that away, would you?