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On Oct 29, NRC Media announced the acquisition of Sublime World BV’s activities. In addition to Sublime’s national FM radio station, Sublime also operates five digital radio stations and an audio production company producing radio shows and podcasts.
Since 2012, Sublime has been the follow up for Arrow Jazz FM, and built a solid profile offering a jazz, funk and soul format. Belgian press group Het Mediahuis, publisher of Dutch-language newspapers such as De Standaard and Het Nieuwsblad owns NRC Media.
“This take-over perfectly fits our growth plans in terms of audio,” said NRC Media CEO, Dominic Stas. “We see a substantial growth in the use of digital audio. Today, millions of Dutch radio listeners tune in to podcasts and we expect a further boost for this medium,” he said.
“We want to increase our efforts in translating our NRC news content to audio. In addition, we intend to produce more commercial podcasts and expand distribution. The acquisition of Sublime underlines this ambition. While Sublime continues to operate as independent unit, NRC Media takes production facilities, talent and audio distribution on board.”
Sublime’s FM broadcaster has an average of 350,000 listeners and is available via FM, DAB+, mobile and online. In terms of advertising, Sublime’s reaches the AB1 audience (higher social class), which is NRC’s target group.
Sebastiaan van Rijnsoever, director with Sublime said he was proud to see the station become part of a powerful media company like NRC Media. “For Sublime, this acquisition allows us to continue our growth, both in terms of audience reach and impact. We’re passionate about the power of audio in all platforms, both for audience and advertisers. This takeover is a unique opportunity to broaden this passion, in synergy with NRC Media,” he said.