Nova changes ad strategy

DMG Radio’s only Western Australian offering, Nova 93.7, will stop its ‘no more than two ads in a row’ strategy from Monday as part of a new national advertising model.

DMG said Nova would continue to broadcast fewer ads than its main competitors in breaks of varying lengths.

Nova 93.7 managing director Gary Roberts denied the move was in reaction to any downturn in advertising activity, suggesting instead it would increase flexibility while not dramatically increasing advertising inventory.

“Two in a row served us well for the first decade; this is about the Nova brand moving forward,” Mr Roberts said.

He said media agencies had reacted favourably to the news, considering Nova had restricted itself to serving a limited premium client segment of the market under the old advertising model.

General manager of key competitor Austereo, Linda Wayman, said the new model was a smart move from DMG’s perspective but that it wouldn’t affect her business at Mix 94.5 and 92.9.

“The business driver for radio is ratings,” she said.

“Clients and agents are looking for reach.

“As they’re (Nova) number four it’s a bit irrelevant.

“And clutter versus unclutter has always been pretty irrelevant, radio gets results that’s why they (clients) advertise.”