WSFM announces new station name
After 40 years, and fresh off taking the crown as Sydney’s top radio station, WSFM is rebranding.
WSFM will rebrand to GOLD101.7 from next month, bringing “a fresh, unified identity to the GOLD Network”, according to ARN.
This rebrand marks “a strategic shift to connect with a younger 25-54 audience while still appealing to the station’s loyal fan base.”
Both the Sydney and Melbourne GOLD stations will refocus, playing ‘Just Great Songs’ from artists including INXS, P!NK, Powderfinger, Bon Jovi and Bruno Mars.
“GOLD will blend legendary anthems with contemporary hits, delivering a sound that refuses to age, perfectly reflecting the mindset of its audience,” a statement released on Friday reads.
The GOLD Network rebrand follows ARN’s recent content restructure, which saw Sue Carter, previously GOLD104.3 content director, promoted to head of content – GOLD Network.
“Our refreshed GOLD brand in Sydney and Melbourne underscores ARN’s commitment to evolving with our audience,” Carter said.
“The new sound will resonate with listeners across generations. Real music, real connection, real fun! These changes will maximise value for our clients by making the GOLD Network a truly compelling choice.”
Keep up to date with the latest in media and marketing
Got a tip?
Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
Linkedin
Farewell to a 45 year old Sydney brand – the uniquely Sydney 2WS and WSFM.
Welcome to Gold FM. That’s right – Gold. A word that has been overused to describe retro radio stations in English speaking cities for over 70 years. I suspect that radio ran out of new ideas around 1992.
User ID not verified.
When arn approached me at MMM back in ‘03 to come over to WS, I was told it it was going to be a transition period, and the station was going to be either classic hits, or Gold. The latter made sense to me. 22 years later now it’s happening. I couldn’t be more happier. There’s phantom cume out there, and this move is going to tap into it. Breakthrough 2025!!
User ID not verified.
Why on earth don’t they roll out Gold on DAB in Brisbane?
User ID not verified.
It’s not the first time it has rebranded – it was 2WS for many years before switching to FM
User ID not verified.
Oh well. It’ll give the mkting dept something to fret about.
User ID not verified.
Have your say