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
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
’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
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
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).