96FM make hay from Hay St.

Staff Writer

96FM in Perth have had a big week. After 100 surveys exactly in the overall #1 position, Mix 94.5 were knocked off by 96FM by a margin of 0.1%.

The 96FM growth has come after a rough couple of years. Only 12 months ago 96FM rated a 7.5% overall, and this week they have recorded a 13.3%.

However you look at it, that's impressive work by Program Director Brad McNally (pictured) and his team.

The last two years has seen a number of Breakfast shows, a few announcer sackings for inappropriate comments on social media, and not to mention a rebrand as a 'Rock' station using the positioning statement 'keeping real music alive' (see here).

96FM General Manager Martin Boylen spoke about the result this week; 

"We had to work out what we stood for and what we offered the Perth audience, we found a hole in the market and worked solidly at the strategy. It's been a lot of hard work to make it possible. Looking back on it now, we had to go through that tumultuous period to get to where we are today."

Southern Cross Austereo Group Content Director Craig Bruce was complimentary to 96FM's achievement but confident of snaring the #1 position back; "Congratulations to 96, it's been a long time coming….let's see if we can take the title off (them) next book". 

Nova Perth General Manager Gary Roberts didn't seem overly concerned; "It's not about overall share, it's lovely to be number one station but in the end that doesn't drive revenue – it is about winning the demographic profile of the radio station".

And it's always nice to make the front page of the newspaper.

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