Ali Clarke loses top billing to Max Burford in Mix 102.3 brekkie rebrand

One small detail in Mix 102.3’s big brekkie rebrand is raising eyebrows – and could be seen to have relegated Ali Clarke to second-billing.

There’s something about Max.

As in Max Burford.

Mix 102.3 is changing the name of its brekky show from The Ali Clarke Breakfast Show to “Max & Ali in the Morning.”

The switch-up will, no doubt, come as quite a surprise to industry insiders who were expecting the program to get the chop and be replaced by a syndicated Kyle & Jackie O Show.

Some may also be shocked that Burford – who joined the show 12 months ago – has first billing.

Max Burford and Ali Clarke with the old branding. Picture: Supplied

But the powers that be at the station have exclusively told The Advertiser – via a media release – that Burford is a “much-loved Mix family member who is adored by listeners”.

While Clarke was unavailable for an interview because she is on a family holiday, she said in the release: “Having Max join the team last year was a breath of fresh air and he quickly became an integral part of the breakfast show. We can’t wait to do it all again this year with the people of Adelaide who tune in … all are welcome!”

Max Burford with his pet pooch Morris. Picture: Russell Millard

Burford, meanwhile, said he was over six weeks of sleeping in and was keen to get back into the Mix studio.

“It’ll be great to build on the first year together with Ali and our extremely hardworking team,” he said.

While the team may not have topped the ratings, 2024 was still a year of triumph.

At the Australian Commercial Radio Awards (ACRAs) The Ali Clarke Breakfast Show won the award for best community campaign for a metropolitan station for its 2023 campaign: ‘Mel Dzelde Rescue: The Spirit of Christmas’.

A much-loved South Australia radio personality and friend of Clarke’s, Mel Dzelde died in December 2022, after battling cancer and motor neurone disease.

The past year was a big one for Burford, who also started his gig as sports presenter for 10 News First Adelaide and tied the knot with his love Eliza in the Adelaide Hills.

Eliza and Max Burford on their wedding day. Picture: Supplied

Chief content officer of Mix’s parent company ARN Duncan Campbell said the brekky show’s rebranding is “to continue to build on the Mix102.3 breakfast show”.

“The name refresh builds on the partnership both hosts have formed over the past year,” he said, adding: “Max and Ali hosted a successful show together last year that reflects everything the people of Adelaide want in the morning, and we can’t wait to see the fresh focus on Max and Ali’s friendship resonate even more with our audience for 2024.”

Mix 102.3 Max Burford and Ali Clarke Picture: Supplied

The all-important breakfast timeslot has been a ratings rollercoaster for Mix since Clarke made the switch from ABC Adelaide at the start of 2022.

It was hoped the show would be a hit with listeners but it hasn’t really taken off.

In the final ratings for 2023, FM rival Triple M’s Roo, Ditts & Loz show – hosted by Mark Ricciuto, Chris Dittmar and Laura O’Callaghan – won breakfast with 16.3 share points.

ABC Adelaide was runner-up (11.8), followed by FIVEaa (11.4), while The Ali Clarke Breakfast Show ended up in fourth place (10.1).

When Clarke was at Aunty she was a regular in the No. 1 spot, when FIVEaa’s David Penberthy and Will Goodings weren’t on top – the two stations were in fierce competition.

Max & Ali in the Morning will make its debut on Wednesday, January 17 from 6am.