Nigel Reeve launches national radio sales company

Nigel Reeve, the former managing director of London News Radio, is to launch a holding company and a national sales house to support his newly formed regional network of stations.

Nigel Reeve, the former managing director of London News Radio, is

to launch a holding company and a national sales house to support his

newly formed regional network of stations.



Fusion Radio Group will act as a holding company before a planned stock

market flotation in the early summer. Its sales division, Fusion Radio

Sales, will begin trading on 3 April. There will be two other divisions

within the group, one to concentrate on acquisitions - the group has

acquired three as-yet- unnamed stations in London and the south of

England - and another to spearhead a new-media initiative that will

eventually launch a raft of internet radio stations.



The sales operation will be headed by Gerry Boniface, the former group

head of sales at Classic FM, who was made redundant when the station’s

parent, GWR, restructured its sales operation, Opus, last year.



It will mainly sell airtime for the stations owned by the Fusion group,

although Fusion says it has also been approached by independent radio

stations wanting to use the sales house. Fusion will take on independent

stations only if they are on Rajar and they agree to have ads simulcast

across the group’s stations.



This means that all Fusion’s stations will be sold as a package, with a

single Rajar to sell to agencies and advertisers. Fusion hopes this will

enable them to compete with the major players.



Reeve, who left London News Radio after the network was dismantled last

year, said: ’With the simulcast idea we are fusing all of the radio

stations together - hence the company name.’



Reeve left London News Radio after his role diminished due to its

programming being taken over by ITN and sales by Opus, both

shareholders. Before joining London News Radio, he was the launch sales

director of Classic FM after a long spell working in local radio.



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