96FM and 6PR go their separate ways for sales

For the past two years ARN has represented both 96FM and 6PR in the Perth market, across both direct and agency sales. Following a review of sales structures across both stations, ARN and MML have decided that, effective immediately, each network will now represent its own sales functions for its station.

The announcement follows a tense couple of weeks at 169 Hay Street, however the statement issued today said “96FM and 6PR will continue to collaborate where the opportunity arises and will work together to ensure a smooth transition for clients.”

ARN CEO Tony Kendall said: “Since the acquisition of 96FM by ARN two years ago we have been reviewing the structure and agreements in place across the station to ensure we have the best offering for both our clients and audience. While we have enjoyed representing 6PR and Macquarie Media in Perth, we believe this new sales arrangement will have mutual benefit for both stations, as well as clients and audience. We will continue to work with Macquarie Media where the opportunity arises in 2017 and beyond.”

MML COO Adam Lang said: “News Talk 6PR is a critical part of our national News Talk network alongside 2GB in Sydney, 3AW in Melbourne and 4BC in Brisbane. Following the success of Steve Mills and Basil Zempilas on 6PR Breakfast we have invested in new presenters to achieve audience growth in 2017 and beyond. The new sales arrangement will allow each station to give greater focus to our clients. We will continue to enjoy an ongoing relationship with ARN across a range of services and opportunities.”

The move was flagged by 6PR’s interim station manager, Barrie Quick, shortly after he arrived in July last year to conduct a review of the station. In an interview with Campaign Brief, Quick said he was considering establishing the station’s own direct sales team. That comment was later withdrawn and replaced with a statement that they would “maintain the current sales arrangement with 96FM and continue to work cohesively with their sales team.”

However Russell Tate, Chairman of station owner Macquarie Media Limited, reiterated the move at the company’s AGM in November when he said: “Our sales position in Perth will be significantly improved during the second half of FY2017 when we resume control of a Perth sales force which has been outsourced.”

Following on from the decision, further announcements regarding staff are expected, including a permanent replacement for Quick as 6PR station lead.