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Financial Times sponsors new UK wide LBC

by RadioToday UK
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Global has secured a partnership with the Financial Times for LBC’s national launch today.

LBC lost its “97.3” and “London’s Biggest Conversation” idents, along with long-time station voice Greg Marston in favour of VO John Mundy. The station is now Leading Britain’s Conversation and is available nationwide on DAB.

The station also has a revamped logo which swaps rugged edges for straight lines.

Mike Gordon, managing director of commercial at Global, said: “We’re very proud to partner with the Financial Times for LBC’s national launch. LBC address the issues that matter to people in real time, and the Financial Times brings readers in-depth comment and analysis. This is a seminal moment for LBC and the Financial Times is exactly the right partner for us. We know there’s a real appetite among listeners across the country for LBC’s unique blend of informed, incisive and entertaining dialogue. This makes LBC a great proposition for advertisers.”

Catherine Newman, global brand director at the Financial Times, said: “The partnership with LBC as the home for Leading Britain’s Conversation is a natural addition to our global marketing efforts. It fits with our mission to be the home of news and analysis without fear or favour, for people who value independent, authoritative journalism from a trusted source.”

The Global Radio station also has a new Twitter address, @lbc

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