ARN has rebranded WSFM to GOLD101.7 from January 2025, bringing a fresh, unified identity to the GOLD Network.
The rebrand is the radio network’s strategic shift to connect with a younger 25-54 audience while still appealing to the station’s loyal fan base.
Led by Sydney presenters Brendan ‘Jonesy’ Jones and Amanda Keller, and Christian O’Connell on GOLD104.3 in Melbourne, both stations will have a dynamic new look and a fresh new on-air sound from next year.
GOLD aims to blend legendary anthems and contemporary hits from artists including INXS, P!NK, Powderfinger, Bon Jovi and Bruno Mars, delivering a sound that refuses to age, perfectly reflecting the mindset of its audience.
The GOLD Network rebrand follows ARN’s recent content restructuring, in which Sue Carter, previously GOLD104.3 Content Director, was promoted to head of content – GOLD Network.
In her new role, Carter will have responsibility for the ratings performance of GOLD101.7 (previously WSFM), GOLD104.3, and Cruise1323, as well as 96FM, and executing the Content strategy for each station including survey tactics and promotions, station features and music.
Carter said: “Our refreshed GOLD brand in Sydney and Melbourne underscores ARN’s commitment to evolving with our audience. 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.”
Jonesy & Amanda
This rebrand reinforces ARN’s investment in the key commercial 25-54 demographic, delivering a powerful, market-leading proposition for advertisers. With a cohesive identity across the country’s two biggest markets, Sydney and Melbourne, the GOLD Network is well-positioned for streamlined promotions and enhanced impact for both audiences and client.
Elsewhere in the ARN universe, Mix 102.3 breakfast host Ali Clarke told listeners on Monday she will step down after three years in the role.
She said: “This year has given me a new perspective, so now I’m ready for the next challenge. I’ll miss our listeners terribly and can’t thank them enough for their support of not just me but my family.”
See also: Ali Clarke to exit Mix 102.3 after three years as breakfast host