Chrysalis Appointed To Sell Smooth

Guardian Media Group Radio has appointed Chrysalis Radio Sales to handle the entire national sales contract for its soon to be-expanded Smooth Radio network.

The group’s six Smooth FM and Saga Radio stations are to be re-branded as Smooth Radio on March 26 (see Smooth FM Format Change Gets Ofcom Go-Ahead).

The stations can be heard across London, the North West of England, the East and West Midlands, Glasgow and, from the autumn, the North East of England.

Targeting 40 and 50 something listeners with a mix of music across the last five decades, GMG Radio says that the expanded Smooth Radio network will target the BBC Radio 2 audience.

GMG Radio has lined up several big-name DJs for the re-branded Smooth stations, with Mark Goodier (see Mark Goodier To Join Smooth For Relaunch), Martin Collins, and a host of others all set to start spinning some classic tracks.

As part of the deal, Chrysalis Radio Sales will be appointing a dedicated team to sell the Smooth Radio brand with a specific brief to attract new advertisers to radio that are seeking to target a mature, affluent audience.

Don Thomson, commercial director at Chrysalis Radio, said: “The integration of these stations into Guardian Media Group Radio’s Smooth Radio network is a fantastic opportunity for commercial radio to seriously challenge Radio 2 and obtain a significant slice of the spend from brands who wish to reach this older demographic.”

Julian Carter, GMG Radio Group director of sales, added: ”GMG Radio is looking forward to working with Chrysalis to help grow the commercial radio cake, with these great new stations.”

As well as handling commercial activities for Chrysalis Radio brands Heart, LBC and Galaxy, Chrysalis Radio Sales, handles the majority of GMG’s national sales requirements including Real Radio and recently signed a new three-year contract with the radio group.

Guardian Media Group: 020 7713 4452 www.gmgplc.co.uk/ Chrysalis: 020 7221 2213 www.chrysalis.com