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.