Nigel Reeve, ex-managing director of London News Radio, is
launching a national sales house to service his newly created regional
network of radio stations.
The company, called Fusion Radio Group, will begin trading on 3 April,
fronted by Classic FM’s former group head of sales Gerri Boniface.
The group will have three divisions: sales, acquisitions and web
Fusion Radio Sales will sell on behalf of local radio station clients as
well as its own six local stations, the names of which will be disclosed
Boniface, who takes on the title of managing sales director, will sell
advertising packages to air simultaneously across the 20 stations.
Fusion Radio Group insisted that advertisers would not be charged extra
for the ’simucast’ service.
He is recruiting four sales staff, three of whom will handle
sponsorship. Boniface is also looking to hire three staff for a
new-media sales department.
Boniface was group head of sales at Classic FM but was made redundant
six months ago following the restructure of the sales operations at the
Reeve, who is chief executive of Fusion Radio Group, told Media Business
he wanted to ’reinstate advertisers’ trust in local radio’ while
building up the sector.
He added: ’At the moment, 50 per cent of all national airtime is in the
hands of a few big media owners. I want to readdress that balance.’
The second area of the Fusion Radio Group is a radio station ownership
division. It will concentrate on acquiring local radio channels across
The third division will be dedicated to launching ten internet radio
Steve Booth, managing partner at the media agency Booth Lockett Makin,
will oversee the development of the stations. A new media sales team
will be assembled once launch dates have been confirmed.
Before it was renamed Fusion Radio Group, Reeve’s company was called
Radioplex Media (Media Business, 1 November).