Having beaten Macquarie Radio Network to registering the name Melbourne Talk Radio, Ash Long, who also owns The Melbourne Observer newspaper, is milking the situation for all its worth – which could be a lot. Or nothing, if MRN decides on a different name.

This week Long will run a full page ad in his Melbourne Observer promoting his newly registered business name, Melbourne Talk Radio. The ad features his columnists who are heard on various talk radio stations across the city.

“Your favourite Melbourne Observer columnists appear on a variety of commercial and community stations across the city and suburbs. That’s why we call it Melbourne Talk Radio. And now you can hear the Melbourne Observer read to you on Vision Australia Radio 1179 AM,” the ad spruiks.

With the current publicity surrounding the name Melbourne Talk Radio that began when Steve Price announced he would use it to brand the new MRN/PacificStar venture, Long should get a lot of mileage out of this ad.

At the least, if he keeps the name, it will increase it’s profile. At most he could win a good price for the name if he sells it to Steve Price for the new station. With such an array of “talent” he may also extract some on air segments on the new station for himself and his columnists, if he wanted to move from rival 3AW that is.

We will watch and see as the negotiations play out.