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Nine Radio decided to "in-sourcing" its traffic reports 15 months ago from "outsourced" traffic reports to the "Australian Traffic Network" ('ATN'), source https://radioinfo.com.au/news/nine-radio-looking-traffic-reporters-brisbane-and-sydney/
Now the frequency of traffic reports will increase in the breakfast and drive programs.
An increase in frequency of traffic reports will increase the opportunity for an increase in sponsorship of the traffic reports. Nine Radio call the sponsored traffic reports as "five seconds ...(of)...brand credit", source: https://radioinfo.com.au/news/nine-radio-offering-exclusive-news-sponsorship-cutting-ties-atn/ . The selling point is that the sponsor's 'brand' will be associated with more detailed provider compared to the previous traffic report provider.
It also gives the broadcaster complete control rather than partial control on who sponsors the traffic reports.
On history, before the ATN, 2GB's in-house traffic reporter was Wayne Hutchings (RIP, 1996). Here is a photo of Wayne Hutchings with former 2GB presenter Stephen O'Doherty in 1983, source: https://www.gettyimages.com.au/detail/news-photo/transport-reporter-wayne-hutchings-and-dj-steven-odoherty-news-photo/1079487740 .
Similarly, 2UW had its in-house traffic report presented by John Costello and sponsored by "All Purpose Messengers"
Thank you,
Anthony of it's so exciting to be in Belfield