Coast is a New Zealand radio network playing a mix of easy listening, pop and R&B music from the late 1960s, 1970s, 1980s and more recent years. The network includes 17 stations in cities and provincial centres from studios in central Auckland, owned and operated by New Zealand Media. Its programming includes a network breakfast programme with Bay of Plenty identity Brian Kelly. The Coast network reaches an estimated 189,000 listeners each week - many of them baby boomers and its format is smooth, with short hourly news bulletins, succinct voice breaks, minimal ad breaks and limited clutter. Its target listener is 40 to 64 years old, has reached their potential, owns their own home and spends disposable income on luxury items. The audience is almost equally male and female, with a 52% female skew. The current Coast format was launched in 2004, and includes music from the likes of Simon and Garfunkel, Smokey Robinson, Joe Cocker, Fleetwood Mac, Paul McCartney, Barbra Streisand and Elton John. Other unrelated stations also carry the Coast name, including the independently, Coast Access FM, a community radio station, broadcasts to the Kapiti Coast and Horowhenua. Coast originally started in Hawkes Bay in 2002, as a local station, the history of this station dates back to 1995 as The Wireless Station broadcasting on 1530 AM and playing music from the 1930s, 1940s and 1950s. In 1999 it was renamed simply Gold 1530, Gold 1530 was leased to The Radio Network in 2000 and was rebranded as Jammin Oldies 1530 AM or JO1530 in June 2000. The final rebranding of the station was to the current name Coast 1530, in 2004 the station became voice tracked from Auckland in preparation for its launch in the Auckland market on 26 April 2004. The network expanded beyond Auckland and Hawkes Bay to other later in the year. The network rose to third place in the Auckland radio survey ratings in 2006, then programme director Mike Regal credited the stations success to serving the baby boomer gap in the market that had previously been ignored by marketers, advertisers and media companies. He said the station was a balancing act between being neither a station for the young or a station for seniors. We dont want to be too cool and hip with it and risk alienating people, Classic album tracks from the likes of Frank Sinatra and Dusty Springfield have been a cornerstone of the networks playlist. Regal said tracks might have seemed daggy to some people, but they were songs people over 30 years old would know, recognise and sing at a karaoke bar. In 2011 the original 1530AM frequency leased by The Radio Network, Coast moved to 1584AM in Hawkes Bay and currently 1530AM is being used to once again broadcast The Wireless Station, with a format of music from the 1930s to the 1970s. Coasts breakfast programme is hosted by long-time Tauranga broadcaster Brian Kelly, Kelly has been with what is now New Zealand Media and Entertainment since 1970, having worked as a programme trainee and sports broadcasting before hosting the local breakfast show for 33 years
Coast (New Zealand) Logo 2015
Coast has put its success in Auckland down to music from the likes of Dusty Springfield.
This map shows the Coast stations operating in 2016.