Century beefs up northern sales

Century Radio is planning to open two sales houses in Nottingham and Gateshead to strengthen its stronghold in the East Midlands and North of England.

Century Radio is planning to open two sales houses in Nottingham

and Gateshead to strengthen its stronghold in the East Midlands and

North of England.



The Border Media-owned company, which already has a Manchester office,

wants to forge relations with agencies in the East and the North in

anticipation of its impending merger with Capital Radio. Capital has a

strong sales presence in the South but is weaker further North.



Steve Howarth, Century Radio’s group sales manager, will oversee the

agency sales teams across the three Century brand stations - Century 105

Manchester, Century 106 in the East Midlands and Century 100-102 in the

North-east.



The two new agency sales teams will pitch business to media agencies

such as Robson Brown, Chapman Stewart and Mike Lynch.



They will also pull in business from Scottish agencies whose clients

want to advertise nationally in the UK.



Julian Carter, agency sales director at Century’s Manchester office,

said: ’We have got a strong infrastructure in the North, but Capital has

only one small office based in Manchester, which also services

Birmingham and Scotland. I hope we can merge our resources

successfully.’



Capital is currently recruiting sales staff for its Manchester-based

operation.



However, Carter added: ’We will continue to establish ourselves in the

northern radio market. It’s business as usual until the Capital deal is

confirmed.’ The date of the Capital takeover has yet to be

finalised.



Carter told Media Business he is predicting the new agency sales force

will bring in an extra pounds 1 million worth of billings per month,

once relationships with neglected North-east agencies are fully

established.



Century Radio broadcasts to an audience of 1.3 million in the East

Midlands, North of England and some parts of Scotland.



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