3MP is the only commercial station with an almost all-female lineup
The newly-relaunched 3MP Melbourne, which was purchased by ACE Radio Network in June, has taken the road less travelled with a dawn to dusk lineup of mostly women.
Julie Strini is on Breakfast (with Jon Vertigan), Emily Canning from 9am-3pm on mornings, Cathy Jubb on Drive/Nights from 3pm-9pm and Emma Clark on Late Nights through til 1am.
“For us, it wasn’t a case of selecting them because of their gender, it was more about their on-air styles fitting the sound of the station,” the network’s group CD, Jon Vertigan tells, Radio Today.
“Their presentation is authentic and sincere, and we really do believe in their unique talents.”
They have 80 years of combined radio experience and multiple industry awards. Jubb even served as the program director and GM of TRFM, Gold 1242 Traralgon and 3CS/Mixx FM Colac.
“I’ve worked with these exceptionally talented ladies for many years. We’ve all been ACE Radio employees since the ’90s, so we know each other really well,” Vertigan adds.
“They each bring a unique style and personality. Their passion for the 3MP product is insatiable.
“They have shown such enthusiasm and love for what we are doing, it’s really rewarding to watch and listen to them on the station.”
Since launching the new lineup, ACE has received plenty of positive feedback from listeners.
“We knew that the 3MP brand has a lot of heritage value, particularly around the Mornington Peninsula which is where we have targeted the station geographically,” Vertigan said.
“The amount of ‘welcome back, ‘we’ve missed you’ messages received is incredible.”
In terms of the station’s music strategy, Vertigan said the mission was to stand out in the market.
“Our goal is to super-serve the 55 plus audience with an easy listening format. Core artists include The Carpenters, Air Supply, Beatles, Elvis, Little River Band, Bee Gees, Abba and Cliff Richard.
“One of our positions is ‘relax with us’. We often bring our focus back to it in meetings. We often ask the question: ‘is it easy?’ If the answer was yes, then it most likely made it through.”