Live365 has launched a new Internet radio service and website for women. Athena365 features a wide variety of female-friendly music including popular AC, Top40, and Pop/Rock Hits; New Age, Classical, and Jazz stations; and talk shows covering a variety of topics.
“The Athena365 Beta site brings together the best of Live365 stations, plus new targeted content packaged to address the needs and preferences of a very specific audience — digital moms,” says Heidi Elgaard, Marketing Director for Live365 and Athena365. “By narrowing our audience focus with this initiative, we have a unique opportunity to provide a richer and more personal online radio experience.”
Featured stations on the website’s homepage include Jill92.7, an AC station based in Los Angeles, B98 Country out of Missouri, and Harpo Radio, a talk radio platform owned by Oprah.
“Live365 has always catered to niche audiences, and Athena365 is an extension of that strategy.” says Elgaard. It’s a move that is bound to benefit ad revenues as well – Elgaard says Targetspot, who sells inventory on Live365, will sell the inventory on Athena365 as well. She says they’ll continue to work with banner networks also, along with plans to increase direct sales efforts for both Live365 and Athena365. The website also offers a premium subscription with fewer ads for $3.95 a month.
It’s a great idea to build out a branded Internet radio platform targeting women, and one that is perfectly suited to Live365. They’re already a site that aggregates stations, grouping them by demographics and rebranding them should benefit both audience and make it easier to attract ad dollars.