ARN has announced a new era for Sydney’s WSFM as it rebrands to GOLD101.7 from January 2025, bringing a fresh, unified identity to the GOLD Network.
This rebrand marks a strategic shift to connect with a younger 25-54 audience while still appealing to the station’s loyal fan base.
Led by iconic talent Brendan ‘Jonesy’ Jones and Amanda Keller in Sydney 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. 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.
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. In her new role, Sue 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.
“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,” said Carter.
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 clients.
