Why radio is (literally) better off without Alan Jones: Ben Fordham’s 2GB show ‘brings in 40 per cent more revenue than its predecessor’ despite lower ratings
The managing director of Nine Radio has claimed that Alan Jones’ departure from 2GB has been good for business.
Tom Malone told Radio Today last week that revenue is actually up at the broadcaster since Ben Fordham took over Jones’ breakfast shift – despite lower ratings.
In fact, ‘revenue is up 40% in the timeslot’ since Jones left the station in May 2020.
Money spinner: The managing director of Nine Radio has claimed that Alan Jones’ departure from 2GB has been good for business. Pictured: new breakfast host Ben Fordham
Meanwhile, Brisbane’s 4BC breakfast show, which also used to broadcast Jones, has increased revenue by a whopping 46% since the veteran broadcaster ‘retired’.
Malone also claimed that June was the station’s ‘most profitable month in more than three years’.
The good news for Nine comes just a month after 2GB was knocked from the top spot in Sydney’s breakfast radio ratings for the first time in almost 18 years.
Meanwhile, last month it was reported that Fordham, 44, was facing mounting pressure to adopt a more ‘combative’ stance against embattled NSW Premier Gladys Berejiklian, as network bosses scramble to win back listeners.
Senior Nine Radio bosses allegedly staged an ‘intervention’, just hours after 2GB slipped behind KIIS FM’s Kyle and Jackie O Show.
Leaving the past behind: In fact, ‘revenue is up 40% in the timeslot’ since Jones (pictured in 2020) left the station in May 2020
No more Mr Nice Guy: 2GB bosses reportedly told Ben to ‘stop being so friendly’ with Gladys Berejiklian (right) last month and take a more combative stance against the NSW government in a bid to win back conservative listeners
Fordham has supported Ms Berejiklian through a string of controversies, including her relationship with disgraced MP Daryl Maguire and her handling of the Covid-19 pandemic.
He was reportedly been encouraged to take a more adversarial approach when discussing the NSW government on his show.
‘We’re told their message to Fordham was unambiguous: the on-air love affair with Gladys had to end,’ reported The Australian.
Meanwhile, an insider told the newspaper: ‘You can’t have a friendship with a premier while you’re holding her to account.’
‘The on-air love affair with Gladys had to end’: Fordham had been encouraged to adopt a more ‘combative’ stance against the NSW government and its leader,
Interestingly, Fordham began firing up at Ms Berejiklian just a day after the alleged intervention, scorching the leader for extending the state’s Covid-19 lockdown measures during two broadcasts.
However, a Nine source assured The Australian that Fordham’s outrage was in fact real, and that he was ‘genuinely p**sed off’ by the lockdown extension.
Fordham had the herculean task of replacing right-wing commentator Jones in May last year.
Lashing out: Interestingly, Fordham began firing up at Ms Berejiklian just a day after the alleged managerial ‘intervention’ last month, scorching the leader for extending the state’s Covid-19 lockdown measures during two broadcasts
Irreplaceable? Fordham had the herculean task of replacing right-wing commentator Alan Jones (pictured) in May last year