This is backed by online advertising, through the ZenithOptimedia division Zed, on targeted sites including Chelsea FC. No firm date has been set for the end of the launch campaign. As Tridgell says: "Not all people will wake up immediately and think they have to listen to Johnny Vaughan, this will grow over time." Whatever happens, the fruits of DLKW's and ZenithOptimedia's work will be all too evident come the next Rajar audience results but one. But then much depends on whether Vaughan himself can prove a worthy successor to Tarrant.