Coen and Sander must become ‘JOE’s Mattie and Marieke’

#Coen #Sander #JOEs #Mattie #Marieke

Coen Swijnenberg and Sander Lantinga started their new adventure this morning: the morning show on JOE. The duo, previously for years in the afternoon could be heard on the radio, now fills the morning between 6:00 and 10:00 am. Coen and Sander should become the permanent faces of JOE. “That happened at Qmusic with Mattie and Marieke. When you see them, you already think of Qmusic. We also have to do that with Coen and Sander,” says Merel van Vuure, content manager at the channel.

Increasing JOE’s brand awareness is one of the spearheads for 2024, says Van Vuure in the annual report of parent company DPG Media. “We are going to focus heavily on that, we are really trying to load the brand,” she says. “In the first months of the year, we tried to make it clear to as many people as possible that we are a radio station, using billboards and advertisements, among other things. As soon as Coen and Sander start, we will start loading.”

JOE must immediately feel familiar to the listener, says Van Vuure. “We also did not communicate on the radio that we were new. No, this is JOE. This is what you expect and get from us. You want to win over the searching listener. We have a broad and clear range of music that appeals to many people.”

Photo: JOE