The Wireless Group has launched its first inhouse sales company,
designed to sell national and regional airtime across its stations.
The new sales house, called Impact, will be divided into two
Impact Talk will sell on behalf of Talk Radio, and Impact Independent
Local Radio will sell airtime on a national basis for South Wales,
Yorkshire, the North Midlands and the North West.
The setting up of Impact brings the process of local, regional and
national sales under one roof, although regional sales teams will
continue to operate in conjunction with Impact.
The move brings a raft of promotions and new appointments to Impact, and
the Wireless Group is still recruiting sales staff for the new
operations, based in London’s Waterloo.
Tim Bleakley, previously sales director of Talk Radio, has been promoted
to managing director of Impact.
Jason Trout, formerly deputy sales director of Talk Radio, has been
promoted to sales director of Impact. Sarah Kermode will join Impact
from Mirror Group and take over Trout’s deputy sales director role. Tony
Sweeney leaves Capital Radio to head Impact Independent Local Radio.
Trout said: ’We are now talking to the market as a whole and we want to
make deals that suit agencies and their clients. By having a one-stop
shop, clients who want to advertise on Talk might be more inclined to
advertise on our other stations. We call it the ’one-hit sell’ and have
already concluded a number of significant deals with high-profile sports
brands across the Impact portfolio.’
Bleakly said the new sales house would change the way radio is sold in
the UK. ’Impact is a user-friendly vehicle for our customers. The Impact
team knows its regions and stations inside out.’
In a separate move, the Wireless Group has rebranded its Greater
Manchester station Signal FM. It hopes the new name, Imagine FM, will
build its female audience. More changes may be made to local stations
once the purchase of the Independent Radio Group is finalised.