Classic FM’s sales soar as radio booms

Classic FM sales revenue is up 50 per cent on last year – mirroring growth for commercial radio as a whole – following a restructuring of its sales department.

Ernest & Julio Gallo wines, Direct Line Insurance and Scottish Life have signed up with the station in the past week, accounting for more than 600,000 additional revenue for June.

Each makes its commercial radio debut on Classic with campaigns running over the next six weeks, says Classic FM sales director Nigel Reeve.

“We have seen a significant increase in revenue across the board since completing a restructuring of the sales department, which now places a greater emphasis on client services,” he explains.

The sales department is now structured more like an ad agency than a traditional radio station. Three new agency group heads have been created, working closely with a new business manager. An account team handles advertiser servicing.

Classic is enjoying steady growth among its ABC1 audience, Reeve adds. However, the number of C2DE listeners has slipped back.

A renewed emphasis will be placed on programme “tweaks” to hold onto these listeners while continuing to satisfy the demands of the more upmarket audience, he says.

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