Century brings sales inhouse

By RACHEL MINTER, campaignlive.co.uk, Tuesday, 30 May 2000 12:00AM

Following its acquisition of Century Radio’s parent Border Radio Holdings, Capital Radio is terminating Chrysalis’s contract to sell national advertising on Century and is bringing its sales inhouse.

Following its acquisition of Century Radio’s parent Border Radio

Holdings, Capital Radio is terminating Chrysalis’s contract to sell

national advertising on Century and is bringing its sales inhouse.



The business will transfer from Chrysalis to Capital Radio Advertising

on 1 June.



Chrysalis has handled national sales on behalf of the three northern

Century stations for the past 15 months.



Over the next two weeks, the respective sales teams will work together

on the contracts to ensure a smooth transition.



Don Thomson, commercial director of Chrysalis Radio, told Media Business

he was sad to see the business go.



’Having more than doubled Century Radio’s national revenue in the past

15 months, it is disappointing to bring our sales relationship to an

end,’ he said.



Century Radio holds three regional licences in the North and Midlands

with a potential audience of nine-and-a-half million adults.



The portfolio comprises Century 100-102 North-east regional FM, Century

106 East Midlands regional FM and Century 105 North-west regional

FM.



Sally Oldham, managing director of Century Radio, said of Capital’s

acquisition: ’The Century stations provide an additional brand to add to

the portfolio and will sit alongside the successful FM and Gold

stations.



’More importantly, they have good growth potential in terms of audience

and revenue. By adding our resources and expertise in marketing, sales

and programming, we are confident that we can build upon their

popularity and grow their business.’



All local and regional sales and sponsorship will remain with the

regional client and agency sales teams, which are based in Gateshead,

Newcastle and Manchester.



A spokesperson for Capital suggested Manchester’s Century sales teams

would soon move into Capital’s office in Manchester. Capital Radio

Advertising’s Manchester division is headed by regional sales director

Jo Bishop.



Linda Smith, managing director of Capital Radio Advertising, said: ’At

the moment the local sales team will continue to work at the respective

stations. However, we are in talks with the existing senior sales staff

at Century and will put together a new structure that will meet our

customers’ needs.’



Despite news of the acquisition by Capital, Century is continuing to

build local sales teams in Nottingham and Gateshead to forge

relationships with northern agencies (Media Business, 22 May).



This article was first published on campaignlive.co.uk

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