WSFM drop Classic Hits for Pure Gold

Staff Writer

The team at WSFM in Sydney have been busy in the lead up to the Easter break by developing a rebrand for the station.

They will be dropping the 'Classic Hits' positioning statement, also being used by Gold 104.3 (Melbourne), 4KQ (Brisbane) and Cruise 1323 (Adelaide), and will start using 'Pure Gold' instead.

News Ltd report that the switch will occur tomorrow (Easter Sunday) and is due to internal ARN research that showed the average Jonesy & Amanda listener is skewing younger.

Amanda Keller says: "The people that listen to us know we’re not really a golden oldie station. We’ve always nailed the 40 to 50 age group and now we’re going younger as well and that’s always been a very lucrative ad market.

"A lot of people in the media don’t listen to us and that’s OK but there are a lot of people ignorant about what sort of station we are."

We understand Gold in Melbourne has also changed with more news said to come from ARN about the network on Tuesday.

WSFM's breakfast duo, Jonesy & Amanda, will also be looking to break away from Kyle & Jackie O this Thursday when the second survey result of 2014 is released.

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