GWR is putting all its 25 local FM radio stations under one
national sales banner for the first time.
The group is spending pounds 500,000 on the launch of The Mix in an
effort to encourage agencies to buy time on the whole network in a
GWR sales director Peter Charlton said: ’GWR local FM stations have had
a single sound and programming environment for a long time. This is a
way of making it easier for my sales people to take that to the
In part, the move is designed to combat the difficulty of selling to
agencies that are based in the London area where the network has no
presence.The move has no effect on the national sell that GWR has
offered agencies for two years.
GWR is promoting the change to agencies and clients with a series of
presentations from its sales house Opus, starting next month.
At the same time, GWR’s FM stations are to adopt a new flare logo in
their local markets to identify them as members of the group.
The move follows research that found listeners felt some stations’
branding was out of date. GWR is supporting the June roll-out of the new
logos with a local bus advertising campaign.