Sally Aitchison: Commercial radio champion

Aug 21 2009 By Alastair Gilmour, The Journal

DESCRIBE the classic business story. Post-room assistant to chief executive? Hired hand to chairman? Work-experience to board member? For one of the North East’s big talents it’s been the steady rise from receptionist to managing director.

Sally Aitchison joined Radio Tees on the lowest rung in 1981 and 17 years later was invited to occupy the MD’s desk. This relentless advance through the competitive and ever-evolving layers of commercial radio is quite an achievement. The media world is known for separating its wheat from its chaff.

"I’ve been 27 years in radio and all of it in the North East," says Sally. "I joined Radio Tees – later TFM – as receptionist. In 1983 my father died suddenly and this became a catalyst for change.

"I decided to leave radio and go to university but was persuaded to go into sales with the carrot of a company car and commission – irresistible. I swiftly moved into field sales selling radio airtime and creativity. The next stage was for me to develop some leadership skills as I became more ambitious. Steady progression followed from sales manager to sales director to managing director at TFM Radio and Magic 1170 in 1998, which were then part of the Emap group."

Then in 2001, Sally accepted the top job at Metro Radio and Magic 1152 with one of her boldest moves being to relocate the stations from Swalwell, Gateshead, to the highly-visible 55 Degrees North site in central Newcastle.

"I also secured the naming rights for the Metro Radio Arena, a superb partnership taking our music offering to live music," she says. "Changes in the radio industry have been fast and furious, the earliest being split frequencies – FM and AM stations programmed separately. The early days were about selling radio as a medium against Press and television and latterly about your station versus a competitor’s station as radio became a recognised advertising medium."

Emap was made up of radio, television, magazines and online business with brands migrating on to new platforms becoming the strategy. In November 2007, Sally was appointed regional managing director for the North East with responsibility for Metro Radio, Magic 1152, TFM Radio, Magic 1170 and CFM Radio in Carlisle.

In March last year, the business was bought by Bauer Media, the multi-disciplined company that owns 20 local radio stations and produces glossy magazines such as Heat, Grazia and FHM, which is printed in 28 countries across the world.

Sally says: "The significant difference for us is that Bauer is a fourth-generation family company with media ownership in 12 countries. The refreshing change is that the view of the business is long-term investment for growth, a major shift in culture from the monthly pressures of dancing to the tune of the City.

"The strategy for Bauer is focused around ‘localness’. I think the qualities that exemplify the North East are loyalty and this commitment to localness; it’s about optimism, protecting our own and maintaining a level of creativity. Metro Radio is 35 years old this year, it’s the market’s leading radio station and part of the local DNA. We help build the economy by helping our advertisers get excellent results. Trusted brands win in recessions and Metro and Magic are trading up in profit and helping advertisers deliver similar results. "The most exciting thing for me was developing my skills across the wider business and learning about programming and talent management – also the financial side of the business, P&L and margins. Most importantly, radio is all about people. Without the people we simply have licences to broadcast. I am proud to say that the five stations within my control have the cream of the talent in UK radio working on them.

"The team I have across the region is superb; some have many years’ radio experience, some are new to the industry, but all remain passionate and are enthused every day. That’s what I thrive on."

Off-air activities are part and parcel of the Metro/Magic remit. Over one recent weekend the stations were media partners of the Sugababes then James Morrison at Durham County Cricket ground; they hosted The Script’s concert at the Mouth of Tyne Festival; started two Race For Life events at Exhibition Park in Newcastle, and organised three charity Cash For Kids events with Northumberland Fire Service and Dalton Park.

"Cash For Kids raised more than £700,000 last year," says Sally. "All the money stays in the region to help disabled and disadvantaged children."

But it’s radio that Sally Aitchison has coursing through her veins and she’s extremely proud of the profile that some of her team have achieved.

"Tony Horne In The Morning has 10 years’ heritage on the station," she says. "It is the best breakfast show in the region – ahead of all competitors, including national, regional and local stations. Presenters connect with people, they reflect what local people are thinking. We operate the most successful and profitable radio stations in the industry.

"To achieve this we invest heavily in understanding our markets and local marketplaces. And new platforms for listening, such as DAB digital radio and crystal-clear stereo for our AM brands have also brought us benefits. Wi-fi will bring a new wave of gadgets and gizmos for people to continue listening to their favourite stations."

Receptionists everywhere should take note.