The Melbourne Observer’s Ash Long (see yesterday’s story) has told radioinfo that two parties have expressed interest in buying the name Melbourne Talk Radio from him this week. He has not revealed what price he would accept to sell his recently registered business name.

Long says he is trading as ‘Melbourne Talk Radio’ and ‘Melbourne Talk Radio MRT’ in conjunction with his Melbourne Observer newspaper, to help prepare air/print media schedules for a number of commercial clients.

“I haven’t offered to sell our registered business names to anyone, [but] two outside parties have today contacted my accountants, expressing interest in acquiring the business names.”

On the topic of how much it would take for him to sell the name has says: “I guess ‘right prices’ are something that are disclosed after any sale agreement is reached, not during any negotiation.”

Long has a regular advertising segment on rival 3AW’s overnight program and says he is “an enthusiast” for talk radio.

“Our company has a regular weekly schedule on the 3AW Overnighters program, for which I pay. I appear on the programs on a daily basis to promote our newspaper. Talk radio has worked well for us for some years, as it has for a number of my clients.”

Long may suddenly find himself a more pivotal figure than he expected in the birth of Melbourne’s new talk radio station if Steve Price wants to stick with the name Melbourne Talk Radio. Because he holds all the cards Long may even end up with an on air role at the new station if he wants it.

Will Steve Price’s negotiations with Ash Long reflect Shakespeare’s famous words in Romeo and Juliet:
“What’s in a name? That which we call a rose
by any other name would smell as sweet…”