GMG pools Real and Century radio sales

GMG Radio has bought its Real Radio and Century stations together as one network for the first time. The Real Century Network is being launched to the trade now.

The move follows GMG’s decision to move its national sales contract, which includes the Smooth and Real stations, into GCap Media. It had previously been handled by Chrysalis Radio, which was acquired by Global Radio last summer. The sales for Century had remained with GCap after it sold the stations to GMG in 2006.

The decision to move the entire sales contact to GCap means the five stations can be sold as one network for the first time. The Real Century Network stations are spread across Scotland, Wales, the East and West Midlands, the North-east and West of England.

The regional sales and national sponsorship and promotions will continue to be handled by GMG,under group sales director Julian Carter.

Carter says the decision to bring Real and Century together as a sales network does not mean it is planning to rebrand the stations for the “foreseeable future”.

He says that a trade marketing campaign will launch “before the summer” to raise awareness of the change with media agencies.

He adds that it is a “priority” for the group at the moment and that it is also working with GCap to drive awareness.