Emap Radio is poised to take its sales in-house in the wake of
Capital Radio’s takeover of its rival, Virgin, this week.
Until the deal was announced to the City on Tuesday, Emap’s national
sales were handled by the Capital-owned sales house, MSM.
The GWR Group, which also channelled most of its business through MSM,
is understood to be mooting a similar move, quashing speculation that
the two groups might set up a joint operation.
If Capital’s takeover of Virgin is approved by regulators , it will
dispose of MSM to set up its own in-house department, Capital Sales and
Terry Smith, the chairman of Emap’s broadcasting division, said: ’The
most likely bet is we’ll take our sales in-house. It is too early to
tell if we’ll take over the MSM shell.’
A spokeswoman for GWR, said: ’We’ve been reviewing our sales situation
for some time; this deal will speed that process up.’
Emap pooled its national sales into MSM in March last year after
rejecting the idea of handling sales in-house.
David Mansfield, the group commercial director of Capital, said: ’Our
share of revenue will diminish because we are withdrawing from MSM, but
we’ll withdraw whether this deal goes through or not.’